Inbound Marketing

  • Inbound marketing focus on creating useful and relevant content for users to attract them towards our brand and convert them to long term customers.

 

Attract Stage

  • In this stage our goal is to understand the user and his relevant details which is also called as buyer persona.
  • We have to analyze the details like age, gender, education, working status, relationship status and other personal details for effective targeting.

 

Content Marketing Strategy

For each buyer persona we have to develop content which is attractive to the customer and fulfill his needs.

 

Types of Content

  • Blog articles
  • Videos
  • Ebooks
  • Tools
  • Infographics

 

A/B Testing

  • In this technique we can measure 2 landing pages and based on its performance make one landing page final.

 

Forms

  • Proper form integration is critical for success of the campaign.
  • Use only 3 to 4 fields in the page keep the form in multiple places for guaranteed conversion.

 

Note :

It is recommended to connect the form with proper CRM system.

 

Close State

  • The main concept of closing state is using a CRM (Customer Relationship Management)
  • CRM consists of many advanced features to automate the sales process.
  • CRM generally consists of database of users workflows auto responders email marketing alert system etc.

 

Types of CRM

  • SME CRM
  • Zoho CRM
  • Hubspot CRM
  • Infusion CRM

Top level enterprise level

  • Salesforce
  • Microsoft dynamics
  • Oracle CRM

We can use the features of Leeds going to filter user based on their interest level.

 

Workflow

  • If we have multiple departments through which a sales process is handled we require workflows for each department.

 

Delight Stage

  • Continuous engagement with customer even after completing of the cells process.
  • Providing value added services with no cost or minimum cost.
  • Regularly engaging them with email marketing.

 

Hubspot Certification

  • From hubspot we can learn enter inbound strategy and write an inbound certification exam.

 

Online Reputation Management

  • It is a strategy to monitor and maintain positive brand image of individual or celebrity.
  • We consistently monitor the way to remove the negative facts of the brand.

 

Areas of ORM

  • Search engines
  • Reviews sites
  • Complaint sites and blogs
  • Social media

 

Search engine ORM

Problem 1

  • Search queries in auto suggestion.

Reason

  • This problem occurs if people are searching for that that query more often.
  • If anchor Link from external sites has anchoring of negative keyword.

Solution

  • Increase the positive queries from different addresses regularly 6 month.
  • Eliminate the negative backlinks from using disaow tool and create positive anchor text.

 

Problem 2

  • For certain keywords related to person or brand we may see negative results we have to remove them to make it positive.

 

Solution

  • We must be registered on social media portals.
  • If there is any negative result we have to bring it down by improving positive result.

 

Reviews

  1. Google my business page
  2. Facebook page

 

  • For a large companies we have to maintain the reviews based on industry and target country.

 

Complaints website

  • Certain customers who are very frustrated with the service will write complaints on various companies websites.
  1. Myshikayat.com
  2. consumercomplaints.com
  • Our customer service team has to monitor the main complaint sites and respond to the components in positive way.

 

Social media

  • We must set up a separate account for support which can resolve the query quickly.
  • We have to monitor Facebook, Twitter, YouTube regularly which maintain negative about company.

 

Tools for social media monitoring

  1. Trackur.com
  2. Rankur.com
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