Download - Inbound Marketing Training
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Pescare invece di cacciare
Inbound Marketing Training
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Dall’Outbound Marketing…
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…all’Inbound Marketing
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Social Networks +
Blog +SEO +
Web Analytics =Inbound Marketing
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Conocere mercato e concorrenti
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Definire obiettivi e strategie
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Conocere il flusso degli utenti
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Misurare micro e macro conversioni
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C’era una volta un imbuto
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Entrata nel sito
Pagina di un servizio o prodotto
Pagina di richiesta informazioni
Capire le conversioni
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Allargare la bocca e il corpo dell’imbuto
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Le offerte sono interessanti?
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Passi per una corretta strategia Inbound
1. Definire una corretta strategia di Marketing2. Creare e mantenere un buon sito web3. Generare più traffico4. Convertire traffico in contatti5. Convertire i contatti in leads6. Convertire i leads in clienti7. Misurare tutti i passi8. Sciacquare e ripetere
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1. Definire una corretta strategia di Marketing
• Quali sono i nostri obiettivi?• Chi è il nostro cliente ideale?• Come possiamo attirarlo?• Dove cerca aziende come la nostra?• Quanto ROI porterà questo piano di marketing?
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• BRAND AWARENESS• ENGAGEMENT• ECONOMIC VALUE
1. Definire una corretta strategia di Marketing
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2. Creare e mantenere un buon sito web
• Facile da navigare• Aspetto professionale• Search Engine Friendly• Mobile ready• Facile da aggiornare
Il sito è l’hub di tutte le attività di marketing e lead generation.
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• Hot Topics• News• Press Releases• Events• Courses• Blog Posts• …
Significa aggiungere e migliorare:
2. Creare e mantenere un buon sito web
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3. Generare più traffico
• Blogging può aimentare il traffico del 50%• Social Media è necessario per creare
fiducia nella tua audience. Social Media ROI = IOR (Impact On Relationships)
• SEO è un’opportunità imperdibile per ottenere traffico gratuito. Oggi si parla di SEO e di DAO: Digital Assets Oprimization
• PPC è da utilizzare per chiamare solo traffico addizionale sul sito.
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4. Convertire il traffico in Leads
• Creare offerte attraenti e calls to action per persuadere gli utenti ad effettuare le conversioni
UNAWARE BUYERS
INTERESTED BUYERS
PROBLEM RECOGNIZED
READY TO BUY
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• Persuasivo• Credibile• Aggiornato• Visibile• Focused
Come? Essendo:
4. Convertire il traffico in Leads
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• Lead Intelligence• Segment Leads• Lead Nurturing• Email Marketing• CRM IntegrationCanali multipli con integrazione senza soluzione di continuità.
5. Convertire Leads in clienti
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• Presente• Veloce• Esperto• Rassicurante• Persistente• “Responding”• Nurturing
Come? Essendo:
5. Convertire Leads in clienti
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Metriche principali• Traffic to Leads• Leads to Customers• Cost per Lead• Cost per Customer
6. Misura tutto!
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7. Rinse and Repeat
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Social Networks +
Blog +SEO +
Web Analytics =Inbound Marketing
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Inbound Marketing
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Fatti trovare
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I Social Network
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15 miti delle reti sociali
1. I SN sono un fenomeno passeggero2. I SN servono solo per strategie B2C3. I SN danno immediato successo4. I SN sostituiscono il sito web5. Un’azienda deve presenziare tutti i SN6. La mia azienda è troppo piccola per usare i SN7. I responsabili decisionali delle aziende non usano i SN8. I miei clienti non usano i SN9. I SN non hanno bisogno di investirci molto tempo10. I SN non si possono misurare11. I SN si possono far gestire completamente in Outsourcing12. Creare un blog è sufficiente per creare traffico/business13. I SN non portano contatti concreti14. I SN sono una perdita di tempo15. I SN sono gratuiti
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• Per stabilire una base di comunicazione PROPRIA
• Per creare brand awareness e credibilità• Per posizionarsi come esperti in materia• Per creare autorevolezza• Perché a Google piacciono i contenuti
freschi e nuovi• Perché è un modo semplice di creare
contenuti• Costituisce un Online Asset aziendale
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Perché creare un Blog?
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…sempre un occhio al Mobile Marketing
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Vantaggi del PPC a supporto dell’Inbound
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Messaggi adeguati al momento adeguato
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Permettono flessibilità e testing.
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3. Posicionamiento eficiente en Google
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• 34.000 ricerche/secondo• 99% del web è indicizzato• 9 su 10 utenti lo preferiscono• 500 aggiornamenti dell’algoritmo nel
2011…
…dopo aver fatto 13.000 test di innovazione.
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Ma cosa piace a
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1. Trasparenza2. Originalità
3. Navigabilità
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Tutto comincia con una lista di parole chiave…
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E dove le troviamo?
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Google Trends
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Usando:
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Google Keyword Tool
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Usando:
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Google Suggest
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Usando:
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Yahoo Suggest
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Usando:
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I nostri clienti / impiegati / clienti
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Usando:
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I Social Network
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Usando:
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Misurare a analizzare i risultati
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Assicurarsi che i numeri siano corretti!
Decidere quello che cerchiamo prima di effettuare il login nel sistema di web analytics.
Calcolare in base agli obiettivi non al traffico
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Utilizzare strumenti di web analytics
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Integrare il processo di marketing nel processo di business creanto un circolo virtuoso.
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Azione
Analisi
Decisione MisurazioneMiglioramento continuo
Market y Business intelligence
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Creazione delle keywords seedsSuddivisione in Temi/CategorieRicerca delle Keyword IdeasSuddivisione in Primarie e SecondarieAnalisi delle KeywordsAdattamento delle Keywords alle
strategie di Marketing
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Keyword strategy - Workshop