O Guia Completo do Inbound Marketing

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Inbound Methodology

  • Attract = Strangers to Visitors
  • Convert = Visitors to Leads
  • Close = Leads to Clients
  • Delight = Clients to Promoters

Best Practices

  • Use byers personas
  • Use the Buyer’s Journey
  • Create remarkable content
  • Leverage your content

Persona

  • Background
  • Demoraphics
  • Goals
  • Challenges
  • How we help
  • Commons objections
  • Real quotes

Jornada de Compra

  • Awareness – Consciência (tenho um problema) – Focus on problem
    • Descoberta
    • Interesse
  • Consideration – Consideração (dar um nome para o problema) – Focus on solution
    • Consideração
    • Intenção
  • Decision – Decisão (buscar uma solução)
    • Avaliação
    • Compra

Jornada de Compra – RD

  • Aprendizagem e descoberta
  • Reconhecimento do problema
  • Consideração de solução
  • Decisão de compra

Pilares do inbound

  • Demonstrar
  • Envolver
  • Empoderar

Invisible Sales Machine

  • Indoutrinação
    • Apresentar, aos novos leads, você e a sua marca, e transformar estranhos em amigos.
  • Envolvimento
    • Falar com os seus leads sobre o que os interessa e os encorajá-los a comprar um produto ou serviço relevante
  • Ascensão
    • Dar as boas vindas a seus clientes e encorajá-los a fazer um “upgrade” na experiência comprada anteriormente, comprando novamente de você
  • Segmentação
    • Aprender o que eles querem ouvir mais e o que eles podem querer comprar em seguida
  • Re-Engagement ou Win Back
    • Trazê-los de volta quando eles não estiverem mais em contato ou quando o relacionamento entre a sua empresa e eles esfriar.

Funil de vendas

  • Atenção
  • Consideração
  • Conversão
  • Fidelização
  • Super Fã

Observação: o Lead anda na Jornada com algumas demandas e objeções. Mostrar que as objeções

SEO e Jornada

  • Awareness – Problem based keywords
  • Consideration – Solutions keywords
  • Decision – Branded keywords

Keywords

  • Make a list of keywords your buyer persona will search for
  • Expand that list by searching web for alternatives
  • Determine which keywords people are using to find your site
    • HobSpot Sources
    • Google WebMasters

Leverage content

  • The right distribution technique gets the right content in front of the right persona at the right time.
  • Tipos
    • Web Pages
    • Business Blog
    • Social media
    • Landing pages
    • Calls-to-actions
    • Marketing e-mails

Content Process

  • Plan
  • Create
  • Distribute
  • Analyse
  • Repeat

Conhecer as personas e onde elas estão na jornada de compras é a chave para produzir conteúdo memorável. O melhor conteúdo é aquele que a Buyer Persona que ler, compartilhar e voltar

Content (Plan)

  • Purpose
  • Format
    • Case Studies
    • Videos
    • Infophaphics
    • Whitepapers
    • eBooks
    • Calculators/Worksheets
    • Templates
    • Research Report
    • Checklist
    • Webminars
    • SlideShare decks
    • Whatever else you can came with
  • Topic
    • Indetificar tópicos que importam para a personas:
      • Keyword research
      • Internet fóruns
      • Popular industry news
      • Sales/Support FAQs
      • Your personas’ Goals
      • Your personas’ challenges

Conteúdo na Jornada

  • Awareness – Consciência
    • Analytics reports
    • Research reports
    • eBooks
    • Editorial Content
    • Experts Content
    • Whitepapers
    • Educational content
  • Consideration – Consideração
    • Experts guides
    • Live interactions
    • Webcast
    • Podcast
    • Video
    • Comparison white papers
  • Decision – Decisão
    • Vendors comparison
    • Product comparison
    • Case studies
    • Trial download
    • Product literature
    • Live demo

Conception Worksheet

Best practice for content creation

  • Persona e Journeys – Always focus on mapping content to your persona AND where they are in Buyer’s Journeys
  • Short – Less is more: your persona is probably just as busy as your are – make it easy for then to consume the content
  • Educational – Keep it educational, not promotional. It’s not until the decision stage of the Buyer’s Journeys when your product should ever be mentioned
  • Content first design after – Focus on the informational part of the content first, worry about design second. Prioritize whirling great content over making content that looks nice

Distribute

  • Spend as much time on content promotion as you did creating the piece of content.
  • The right distribution technique gets the right content in front of the right person at the right time
  • Canais
    • Webpages
    • Business blog
    • Landing pages
    • Social Media
    • Calls-to-action
    • Marketing e-mails

Analyzing content

  • Works or Not?
  • Metrics
    • Numbers of visits
    • Leads generation
    • Social proof, share-ability
    • Inbound links
    • Content performance by autor
    • Content performance by topic
    • Content performance by format

Repeat – Do what is working

Blogging best practices

  • Pick a topic and a title
    • Only one topic
    • Title Clear value
    • Title Long tail key word
    • Title Interessante e chamativo
  • Format and optimize the post
    • Fomat
      • Use whitespace
      • Não usar parágrafos longos
      • Use sections headers
      • bullets or numbered lists
      • Bold important text
      • Include images to break the text visually
    • Optimize
      • Long tail keyword in page title
      • Long tail keyword URL
      • Long tail keyword image alt text
      • Long tail keyword naturally in the body
      • Long tail keyword in headers
      • Long tail keyword não repetir exatamente over and over e sim naturalmente em partes
      • Keyword usar variações
  • Promote offer on your blog to increase leads generation
    • Feature call-to-action on the blog sidebar
    • Call-to-action at the end of each post
      • relevante para o conteúdo
      • Bons para eBooks
  • Promote your blog posts
    • Link internally to your blog post
    • Share posts on Social Media
    • Incluir Social Share Buttons
    • Promote post via email
  • Analyst the performance of your blog posts
    • Number of views
    • Filter by topic, author or channel
    • Number of click on Call-to-action

Blog – Write Consistently and Frequently

Inbound = Content + Context

  • Context = Who are you creating the content for

HubSpot

  • Diferenciais: Dynamic Call to Action

Dicas

  • focar o conteúdo em soluções de problemas das personas
  • Inbound = Content + Context

Funil de Vendas

Lead Nuturing

  • Aquisição
    • Boas-vindas
    • Apresentação
    • ….
  • Ativação
    • Parabéns
    • Aquisição
    • Vai acabar

Dicas

  • Texto de Head com Long Tails (lembrar da estória do OVO do Fabiano da Rock)
    • Escolher uma palavra de head
    • Escolher vários long tails derivados
    • Fazer um texto com sub-títulos usando as derivações