We have all heard the saying "Nearby is a wooden knife in a blacksmith's house." And in many industries, this saying is fully applicable. How many companies selling a particular product or service realize that they are not working on it themselves? At the end of the day, time rules, and we put clients' projects higher than those of the company itself. And this is logical!
Consider the buyer's journey
As you know, not
all companies have the same opportunity to introduce new technology support
into their daily lives. Some take a long time to make the decision to make
these changes, and when they do, they need the support of a vendor - in this
case, their technology company.
How can you learn
about this process and guide your potential customers through all stages of the
buying journey (buying process)? By offering you engaging content covering each
of these stages of the buying process.
Stages of the
buyer's journey:
Discovery
(consciousness). At this moment, the consumer understands that he has a problem
or need that he must solve, but he does not really understand what it is, he
just noticed, for example, a drop in his sales. At this point, we need to offer
the user basic and simple content so that they can determine what their problem
is. We want you to find us as a source of information when you search the
Internet for answers to your questions.
Consideration. At
this stage, the buyer already knows what his problem is and starts
looking for solutions. It's time to bring you content to help you choose the
best option. In this case, we will be working with more extensive content such
as tutorials, webinars, etc.
Solution
(Solution). Finally, the user makes a decision. It's time to offer our product
or service as a solution to your problem. In this case, the most appropriate
type of content would be a free demo or business consultation.
Of course, our the target audience will find us through these online publications if we have
previously worked on a keyword strategy and know what terms to execute those
searches with.
How do you offer
this content? Through your website, your CRM, and your email marketing
platform.
Blog. Create a blog
where you work with keywords that are more specific to the type of content that
users are looking for, especially in the discovery and review phases. Add calls
to action at the end of your posts that will direct your visitors to landing
pages (landing pages) where they can fill out the form and download the
resources that you offer them, and thus they become leads (in potential sales
). ) for your technology company.
Spam. Once you have
the contact details of these visitors to your website already converted into
leads, it's time to go much more actively with them in the buying (travel)
process. Therefore, take advantage of his vote of confidence, he left you his
contact details! It is now your turn to become a reference company for users to
select you when they finally decide to make a purchase. In your email marketing
strategies, you can offer content related to their searches and interests,
discounts, event invitations ...
Lead selection.
Through email marketing and other online marketing strategies (workflows,
webinars, lead streams ...) we will develop these leads. This is what is called
lead nutrition.
In short, you can
reach more customers online through technology by working on an attention-grabbing marketing strategy or, equivalently, inbound marketing and
having a CRM that improves your marketing strategies and offers you maximum
insight into your actions and allows you to segment yours.
Create conversion goals
What do you want to get? How many clients do you want to
close through your website? Before you start working on your internet marketing
strategy, it is important to define what your goal is. Conversion goals can be
very different:
Get conversion of visitors into leads
Closing online sales conversions (more typical for
e-commerce companies)
Get registered for the event
Increasing social media followers ...
It is imperative that you clearly realize your company's
short-term goals and thus offer your marketing strategies that target them.
As you well know, new technologies allow us to have
immediate access to a wealth of information that we would not otherwise have
received. The same happens when we do internet marketing and not offline
marketing. By working with an online strategy, we can always know how our
campaigns are performing, and thus promote the actions that work best, and stop
investing in strategies that do not give us results.
Of course, to do this type of analysis, you must have the technology (CRM, email marketing platform, SEO analysis tools ...) that allows
you to access the data of your actions. For example, Google Analytics is a free
tool that lets you know the status of your site in terms of SEO positioning and
visits. On the other indicator, if you want to analyze your website
conversions, you must have other types of tools like HubSpot CRM.
Know your customer very well
The previous step to all the strategies discussed is knowing
who your target audience is very well. Start by creating your customer
profiles. You can download these free templates to get started with your
inbound strategy.