Let's say you created a brochure
The integration of inbound marketing in the global strategy Inbound marketing is, as we find it defined on Hubspot.com, " a business methodology that attracts customers by creating valuable content and personalized experiences ", content relevant to the user's needs, interests and stage of the buying cycle . More precisely, through an inbound marketing strategy, we offer our clients relevant information, through the channels where they are, at the right time. Inbound marketing often involves several channels of communication between businesses and their customers , in an integrated form and built so that the consumer finds usefulness and relevance in each step of the interaction. This means that, through an inbound marketing strategy, we can bring people from social media to the website, blog, or through a newsletter subscription campaign we can also make our social media channels or relevant blog articles known . This is where the automation part comes in , which can significantly improve the way you interact with the customer.at each stage of the buyer journey (or purchase cycle). How do I use the marketing automation component in inbound campaigns? Here is an example by which you can increase your database and continue to offer quality content, oriented to the user's profile.about an interesting topic for your audience, which can be downloaded from your website - from a landing page created specifically for its promotion. On that page, so that the material can be Phone Number Data downloaded, add a contact form, through which you ask users to give you their email address and the clear acceptance to continue receiving emails from you (double opt-in method). Optionally, you can also request other data that you think are relevant for a possible future segmentation (e.g. field of activity, profession, interests, etc.). All those who download that brochure enter, thus, in an automatic flow of emails ( see the example below ), which has the purpose of lead nurturing .
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The flow can include a set of several emails, set to be sent with a certain periodicity , and which include additional / complementary information to the topic covered in the downloaded brochure. You can also approach a cross-promotion* & upselling** strategy , depending on the specifics of your business activity. * Cross-promotion: the promotion of products / services from categories complementary to those in which the client is interested, through another product. **Upselling: promoting products / services of a higher value (either qualitatively or quantitatively), with the aim of obtaining a higher profit. Communication with these users does not have to stop here. You can think of a new engagement strategy with them, through which you can continue to provide them with relevant information and, at the same time, attract them towards new conversion objectives (or towards a new stage in the buyer journey).
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