Hyper digitalization has changed the way users interact, creating a new paradigm that is transforming trends in digital marketing. This change has encouraged the use of technology to automate processes in a personalized way, something that especially benefits inbound marketing, and customer relationship management (CRM). But what is Inbound Marketing, and why is it so important to businesses now more than ever? Inbound Marketing is known as a type of ‘attraction marketing’, and refers to a set of techniques used to reach out to customers (buyer persona) in a way that’s effective but not intrusive. In fact, it helps boost the visibility of your company online via marketing techniques that are based on useful and valuable content, and framed in a strategy with clear objectives. There are three stages to every Inbound Marketing process: Attract: generate traffic to your website with the use of SEO-friendly content marketing and social media. Convert: turn visitors into leads, and consequently into buyers. To do that, you build a long-term relationship with them through interactions: offering relevant content, answering their questions and comments, etc. Build loyalty: personalize the way you interact with your leads with an automated process that always provides them a solution and answer, customized for them. Ensuring that they have a great customer experience that makes them want to come back and promote your company. To succeed into converting those leads, Inbound Marketing uses a funnel focused on Attraction Marketing. This funnel refers to three stages that make up the whole process of marketing a product or service to increase sales, in a measurable and achievable way: ToFu, MoFu and BoFu. Although a Marketing Funnel is closely related to a Sales Funnel, in this section we will focus on the former and the benefits offered by the CRM system. ToFu (Top of the Funnel) is where we focus on attracting new leads that have never visited your site before, with the use of SEO, content marketing, and paid social media advertising.
|Content that shows up on the first page of Google (thanks to effective SEO) → to attract new leads to your website.||Use of Blogs, Podcasts, → Videos, Updates in RRSS||New visitors are attracted because you offer a solution to their problem.|
MoFu (Middle of the Funnel) is the middle level of the funnel aimed at encouraging visitors to return to your website with email marketing and conversational marketing.
|Content on your website and landing pages aim to → connect and build a relationship with visitors.||Use of Downloadables, Educational → Resources, Checklists, Ebooks, etc.||Your visitors find a solution to their problem in what you offer and feel motivated to come back.|
BoFu (Bottom of the Funnel) is what closes the sales cycle. Only users who, after visiting your website, consider you as an option and are interested in your products and/or services, reach the bottom of the funnel.
|Content designed to qualify and classify your → potential customers (MQL).||Use of product demonstrations, testimonials, success stories, → free trials and preliminary advice.||Your leads are ready to be converted into customers that generate sales.|
So, now you might ask yourself, what is Cloud-based CRM and how is it related to Inbound Marketing? CRM, or what translates as Customer Relationship Management, is a system that includes strategies and methods focused on sales, customer service and customer-focused contact data. Unlike Local CRM, this CRM is based on the cloud computing system; therefore, it’s not located on a computer that requires maintenance by a specialized IT team. This means that you and your work team can access the data from anywhere in the world via your browser, mobile device, or app at any time of the day. Fascinating, right? So, how can the implementation of Cloud-based CRM help my company? Since it focuses on the customer experience, this platform uses your audience’s information to manage accounts, new leads, and sales opportunities. Thanks to Cloud-based CRM, you can automatically monitor your customers’ journey through all stages of the funnel, allowing your digital marketing team to prioritize other activities within their action plan. Focusing on other strategies and increasing the productivity of your business. It doesn’t matter if your company is large, medium or small, automating your Inbound Marketing strategy with a CRM platform can facilitate and streamline processes and activities, allowing your company to focus on the customer’s journey. The more we know about our buyer persona, the better decisions we can make for our business. Information is power! Cloud-based CRM benefits – Low investment cost, as it doesn’t require an IT team to perform constant server maintenance, and system updates are automatic. – If your work team is made up of several people around the world, they can all access it online or through any mobile device. – It will give you a better understanding of the customer journey, so to facilitate the development of new personalized Inbound Marketing strategies. – Improve the relationship between your company and your customers; ensuring its longevity. – Ideal to evaluate the performance of your sales team. Your company needs Cloud-based CRM if: – Your work team is traveling or working remotely. – You only have access to lead and customer data via a single registration system. – You need to get customer data to make urgent decisions. – You are urged to control the negotiation process and wish to leave behind forms and notebooks. – Your company is growing and you need to automate processes in a smart way. – You want to create personalized & predictive customer journeys for all of your leads. You can design an Inbound Marketing plan with the Cloud-based CRM platform according to the needs, objectives and goals of your business. While also facilitating processes and automating actions to attract leads and customers’ loyalty in each stage. Although it may seem complicated, the CRM system will not only help you achieve measurable and concrete objectives, but it will also give you a much more realistic approach to marketing your product or brand. It’s an excellent way to organize your campaigns and your digital marketing strategy effectively, to attract your Buyer Persona and turn them into a promoter of your content. Have you created your marketing funnel yet? Tell us about the biggest challenge you encountered when you automated your Inbound Marketing strategy.