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How to catch and cherish customers with Inbound Marketing

Inbound marketing catches and earns the attention of your target audience, connects by making the company easy to be found, draws traffic to the website by producing interesting content that converts leads into customers, and cherishes customers into promotors.

But how can a brand bring this into practice?

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How to catch and cherish customers with Inbound Marketing

  1. 1. Revolution? ▸ World’s largest company owns no taxis (Uber) ▸ Largest accommodation provider owns no real estate (Airbnb) ▸ Largest phone companies own no Telco infrastructure (Skype) ▸ World’s most valuable retailer has no inventory (Alibaba) ▸ World’s most popular media owner creates no content (Facebook) ▸ World’s largest movie house owns no cinemas (Netflix) ▸ Largest software vendors don’t write the apps (Apple & Google) ▸ …
  2. 2. The customers’ perspective Customers find solutions to their needs, evaluate alternatives and compare competing products with the use of data, peer-reviews, … drastically changing a companies go-to-market approach.
  3. 3. The advertisers’ perspective Engagement GAP In today’s world it is possible to bridge this engagement GAP in between outbound marketing campaigns using inbound marketing techniques to simulate the sales process online, using content marketing, a scoring model, triggered based communication and personalization in marketing automation.
  4. 4. • Blogs • Keywords • Social media Strangers • Landing pages • Call-to-actions • Forms Visitors • Tracking • Profiling • Scoring Leads • Triggers • Scenario’s • E-mail Customers • Events • Social inbox • SMART content Promotors • Advertising, direct mailing • Branded entertainment • Public relations • Re-marketing • Social pages • E-coupons • Retail shops • Customer data • Behavioral data • Transactional data • Drip-campaigns • Nurture flows • Performance analysis • NPS • Loyalty programs • MGM programs CATCH CONNECT CONVERT CHERISH
  5. 5. “ ”Inbound marketing catches and earns the attention of your target audience, connects by making the company easy to be found, drives traffic by producing useful or fun content that converts leads into customers, and cherishes customers into promoters.
  6. 6. CONTENT DIGITAL SOCIAL DATA AUTOMATION 1 TO 1 INBOUND MARKETING SEARCH UX DISPLAY
  7. 7. Inbound marketing I 7 key success factors 01. Brand 02. Customer 03. Content 04. Distribution 05. Data 06. Automation 07. Technology
  8. 8. 01. Brand
  9. 9. “Brand is what people say about you, when you leave the room” Jeff Bezos – CEO Amazon
  10. 10. Brand I take-away ▸ Be relevant ▸ Be interesting, or be useful ▸ Be customer-centric ▸ Think outside-in, not inside-out ▸ Be clear about it ▸ Brand positioning matrix
  11. 11. 02. Customer
  12. 12. Persona Method originally developed by and for web developers and UX-designers, to prevent them for creating for themselves, to prevent creation based on wrong assumptions, to prevent dis-alignment during the project.
  13. 13. Destination map Inbound marketing is all about providing the right content during each phase of a customers’ journey. A destination map is a useful method for mapping out a personas’ buying process.
  14. 14. Customer I take-away ▸ Do the work! ▸ Analyse customer data, behavior (qualitative, quantitative) ▸ Make it come alive, using persona (insight, alignment, experience) ▸ Inbound: catch, connect, convert, cherish ▸ That’s a buying process ▸ Make it come alive using a destination map (insight, alignment, experience)
  15. 15. 03. Content
  16. 16. WHAT IS YOUR BRAND ABOUT? WHAT IS YOUR CONSUMER NEED? PERSONA Content is king THE C-SPOT
  17. 17. Three basic questions 1. What are the content territories we are going to talk about? 2. What are the content types and formats we are going to use? 3. How to combine both into content scenario’s that lead to conversion?
  18. 18. Which content territories?
  19. 19. Which content types and formats? infographic video guide how-to (step-by-step) lists article
  20. 20. What are the scenario’s that lead to conversion? Conversion Getting someone to act is the final step of the content journey
  21. 21. 04. Distribution
  22. 22. Distribution is queen Being found and shared PAID MEDIA
  23. 23. Content Darwinism is about effectiveness and relevance. Content is a process There’s no such thing as a perfect content piece Only the best content is allowed to evolve Whether it is to catch, connect or convert the audience Optimise relentlessly Optimise, optimise, optimise
  24. 24. Content scoring Tells us which content is working best at each stage of the path of conversion. METRICS RELATIVE SCORES CATCH CONNECT CONVERT New sessions Organic sessions Avg. session duration Non-exit rate Subscribe rate Product actions
  25. 25. In practice Content Name Reach Content Scores CATCH CONNECT CONVERT Canning 101 | Home Made Simple 26.886 82 82 12 Home Made Simple – Why subscribe? 11.903 71 41 100 How To Properly Set Your Table 4.718 65 71 47 How to Reuse Jars 3.171 100 76 82 Freezer Jams 3.050 12 100 18
  26. 26. Content and content distribution I take-aways ▸ The C-spot is hard to find: deep insights into consumer needs and own brand will help you find it. ▸ Distribution is queen, and she rules. ▸ There’s no such thing as a perfect content piece: optimise, optimise, optimise
  27. 27. 05. Data
  28. 28. Business metrics +1 visit from identified customer base (increase in turnover) Tactical metrics DATABASE Growth of customer base PURCHASE Rec, Freq, Mon (RFM) INTERACTION Email/DM response RELATIONSHIP Net Promotor Score Campaign metrics Objectives, KPI’s Results Open rates Click rates Click analysis (what) Conversion rates Cost per conversion Responder Profile (who) Content metrics Contact metrics (lead, customer) KPI I framework
  29. 29. ▸ Data analytics is an ongoing process. ▸ Only the ones working hard, will gain the most out of it. ▸ Define measurable KPI’s on multiple levels ▸ If you screw up data collection you screw up all subsequent stages. ▸ Get it right from the get-go. ▸ Data visualization makes interpretation easier. ▸ Study and learn from your cockpit Data I take-away
  30. 30. 06. Automation
  31. 31. Meet Susan 42 year-old, mother of three Outdoor enthusiast Planning Colorado hiking trip
  32. 32. Hiking in Colorado Susan starts her journey, with Google …
  33. 33. … which leads to Northern trail outfitters (NTO)
  34. 34. Anonymous32485 GENDER: Female ENTRY: Search INTERESTS: Camping & Hiking PRODUCTS: Footwear She discovers their website …
  35. 35. Anonymous32485 GENDER: Female ENTRY: Search INTERESTS: Camping & Hiking PRODUCTS: Footwear Susan Marshall GENDER: Female ENTRY: Search INTERESTS: Camping & Hiking PRODUCTS: Footwear EMAIL: smarshall@gmail.com LOCATION: Indianapolis … and creates an account through Facebook.
  36. 36. Susan Marshall GENDER: Female ENTRY: Search INTERESTS: Camping & Hiking PRODUCTS: Footwear EMAIL: smarshall@gmail.com LOCATION: Indianapolis JOURNEYS: Welcome Upon which she receives a personalized mail …
  37. 37. Susan Marshall GENDER: Female ENTRY: Search INTERESTS: Camping & Hiking PRODUCTS: Footwear EMAIL: smarshall@gmail.com LOCATION: Indianapolis JOURNEYS: Welcome MOBILE: App Installed … encouraging her to download the app. (Targetted offers)
  38. 38. Susan Marshall GENDER: Female ENTRY: Search INTERESTS: Camping & Hiking PRODUCTS: Footwear EMAIL: smarshall@gmail.com LOCATION: Indianapolis JOURNEYS: Welcome, Location MOBILE: App Installed Susan’s store experience gets enhanced.
  39. 39. Susan Marshall GENDER: Female ENTRY: Search INTERESTS: Camping & Hiking PRODUCTS: Footwear EMAIL: smarshall@gmail.com LOCATION: Indianapolis JOURNEYS: Welcome, Location, 1st Purchase MOBILE: App Installed She receives a receipt with personalized content.
  40. 40. Susan Marshall GENDER: Female ENTRY: Search INTERESTS: Camping & Hiking PRODUCTS: Footwear EMAIL: smarshall@gmail.com LOCATION: Indianapolis JOURNEYS: Welcome, Location, 1st Purchase, Advocate MOBILE: App Installed Susan post to Facebook about her experience.
  41. 41. Susan’s customer journey
  42. 42. Create individual interactions, at scale, with millions of customers, to boost experience Communicate through multiple channels Leverage data and insights, optimizing interactions, leading to more conversion Measure performance across the entire customer journey Susan Marshall GENDER: Female ENTRY: Search INTERESTS: Camping & Hiking PRODUCTS: Footwear EMAIL: smarshall@gmail.com LOCATION: Indianapolis JOURNEYS: Welcome, Location, 1st Purchase, Advocate MOBILE: App Installed Automation I key benefits
  43. 43. Automation I customer/business processes
  44. 44. Automation I take-away ▸ Know who your taking to (persona’s) and how they buy (destination map) ▸ Detail the destination map, into specific parts of the customer journey ▸ Start-out by simply creating decisions trees with pen and paper ▸ Decision trees, break-down in a customer process (external) and business process (internal) ▸ Technology nowadays is intuitive and helpful, don’t be afraid ▸ Imagine the leverage on sales, marketing, customer service
  45. 45. 07. Technology
  46. 46. Technology I connecting the dots Your BusinessYour Customers
  47. 47. Technology I connecting the dots CRM BICMS CCM Blog Social Search
  48. 48. Technology I take-away ▸ It’s not about technology, that’s just a means to an end. ▸ It’s supports customer interaction, and requires clear processes. ▸ The building blocks, or system architecture, for marketing is clear. (CMS, CRM, CCM, DAM, Social, Search, BI) ▸ Word, Excel, Powerpoint, … have a lot of features we (hardly) never use. ▸ Think big, start small
  49. 49. What next?
  50. 50. A lot of players … (I) ▸ Advertising agencies, content creation ▸ Content, media agencies, content production ▸ Social, video production agencies, content distribution ▸ Search engine marketing agencies, conversion optimization ▸ E-mail marketing agencies, conversion, engagement and follow-up ▸ Technology vendors: CMS, CCM, CRM, SEM, SM, BI Communication Performance marketing
  51. 51. A lot of players … (II) ▸ Advertising agencies, content creation ▸ Content, media agencies, content production ▸ Social, video production agencies, content distribution ▸ Search engine marketing agencies, conversion optimization ▸ E-mail marketing agencies, conversion, engagement and follow-up ▸ Technology vendors: CMS, CCM, CRM, SEM, SM, BI Sales
  52. 52. INTEGRATE INTEGRATE INTEGRATE
  53. 53. PROCESS
  54. 54. We like to CATCH, CONNECT, CONVERT and CHERISH your customers Daniel Schots Daniel.schots@bbdo.be 0032 475 485 389

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