How do we change online traffic into the growing customers using marketing automation?

Most of the clients we work with quickly and accurately sense the benefits of inbound marketing and marketing automation, which we described in our article What is the difference between inbound and outbound marketing?.

Customers see how building trust by providing valuable content to Internet users can affect not only the brand image, but also the financial results of the company using this form of communication.

In such a moment, it is worth to explain how exactly the complete inbound marketing process looks like – how we generate traffic on the website and how we finally convert it into growing clients.

Step 1: Website copy writing & SEO optimization

We start from creating new or proof reading existing content of the website. At the general level we check content coherency and keywords density.

Going a little bit deeper we check every element of the website structure, its speed and social media readiness. After this step your website is qualified to be shown to the Google, Bing and DuckDuckGo.

#WhatWeDo #ProductDescription #Benefits #Documentation #Tutorials #Awareness

Step 2: Blogging

It is quite obvious that blogging means you have something to say as a brand. It is an enlargement of your basic content and a place where you can describe the value of your services or product in a more informal way.

We create this content taking into account the keyword research related to your product category and prepare unique and carefully SEO optimized posts.

#BlogPosts #WhitePapers #Videos #Awareness

Step 3: Social media activities

In this step we try to build the social reach for our content. We help to build and lead professional brand pages and personal profiles. We attract proper community users and try to grab the influencers attention.

#Facebook #LinkedIn #Instagram #Pinterest #Crunchbase #Awareness

Step 4: So we increased online traffic, what now?

After doing first three steps in a constant, patient and persistent way you will see your online organic traffic growing. That is a fantastic news, but you need be aware that – unless you are in a media industry – it is not your final goal.

Until now you were managed to build the awareness, however your final goal is to transform this online traffic into the growing customers. Before we go to the next step let us underline that you need constantly analyze this traffic with the Google Analytics at least.

#GoogleAnalytics #Metrics #KPIs

Step 5: Marketing automation tool gets the e-mail

It would be really great if you could sell your product direct from the organic traffic but usually it is not that easy. B2B or difficult product in a B2C needs to be explained to the potential customers during the process we called consideration stage.

During this one we usually provide stuff like webinars, e-books and reports that shows that your product category is really worthy.

To do that we need to be able to deliver potential customer this materials and usually we execute it by exchanging customer e-mail for a valuable content. If you sell your SaaS app through your website the method of getting the e-mail can be also freetier or trial stage.

This e-mail goes to the marketing automation tool. And yes, we can help you the set up one.

#MarketingAutomation #LandingPage #Webinar #E-book #Report #E-mail

Step 6: Marketing automation triggers the actions

After having the lead e-mail we can start triggering actions in a specific order using marketing automation tool. This order is connected with the lead state and certain way of guiding him through next steps until the final conversion which is the purchase.

This process is a block scheme containing actions and conditions. Our goal in this step can be one or more of the following:

• to gain more information from the lead (personal data, company data) so you can score the lead and convert it to the opportunity,
• to provide content for the better product, pricing etc. understanding,
• to convince user to try the product,
• to convince user to buy the product.

#MarketingAutomation #LandingPage #CaseStudies #ProductDemos #WhitePapers

Step 7: Be sure you have growing customers

Inbound marketing does not end when someone buys something from you. From this moment you can use it to perform great up selling and cross selling actions.

#MarketingAutomation #LandingPage #Webinar #E-book #Report #E-mail #Upsell #Crosssell