O Guia Completo do Inbound Marketing

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