On June 16th at the Capitol Cinema on Gran Vía , the fourth edition of Inbound Marketing Made in Madrid took place and the E-strategia team was there to bring you information on the latest trends in digital transformation .
Five major inbound marketing priorities were highlighted during the event :
The Customer Experience or customer journey
Listening to and understanding the customer experience is essential: in the United States, 67% of the customer journey is already digital , mainly in the consideration of different options and the moment of purchase.
Content management remains one of the most important factors. High quality and in-depth knowledge of audiences continue to be basic aspects.
Visual Web : Attractive visual content will always give better results
Mobile first Much of the visual content has been adapted to both mobile devices and the user profile and the added value is increasingly higher.
Inbound Recruitment or corporate culture and talent management
On the other hand, the speakers indicated that there is a very strong trend in which they seek to give greater value to the ideas of clients for the development of their graphic content, this is known as democratic design and its final objective is to convert potential clients into prosumers , propromoters and prosellers .
Inbound Marketing Requirements
There are three basic aspects to developing an effective usa business email list inbound marketing strategy :
Single customer journey : customer experience throughout the entire process of working with a company
Ability to perform targeting (diversification of the target audience) and design a combination of messages specifically for each client.
Communicate on all channels with one voice .
The effective management of the aforementioned elements gives us the opportunity to improve the definition of Buyer persona , listening to the individual client and then building different buyer personas and classifying them appropriately .
In addition, it allows us to improve our lead nurturing , which is the marketing technique through which we identify which users in the database are ready to make a purchase or contract and who need to receive other types of information that will impact their decision to acquire a product or service.
In short, Inbound Marketing combines content with context in a multi-channel marketing strategy with the aim of finding the right message for each customer at the right time .
Digital culture: digital talent
Digital transformation affects and depends on people, processes and technology. Companies need to establish a culture of innovation : more flexible , horizontal , diverse and transparent structures .
“Virality, how to create impactful content”
Lucas García, CEO and Founder of Social Mood , presented examples of viral content through the use of GoPro cameras to promote a product. Such as the well-known success story of the Skater Cat .
According to the expert, people share content when it generates emotions , is attractive, funny, interesting and trustworthy. He indicated that 45% of consumers do not find anything interesting to share and only 32% say that brand content is useful.
Inbound marketing is about long-term relationships with consumers , who are saturated with information from around 5,000 ads a day , and that is why it is necessary to put yourself in their shoes. “A brand talks about itself by default, but that content is irrelevant; it is of no interest to anyone. The trick is to find the balance,” says García.
Mark Organ, Founder and CEO of Influitive , said that “now the messenger is the message , when someone we know recommends something to us, we give them more credit. People trust their friends and experts more than experts. We must therefore create an environment of trust through our content.”
Another of the professionals who took part in the event was Mark Roberge, Chief Revenue Officer at HubSpot , who stated that content marketing goes hand in hand with search engines and that as long as we continue to use Google, content marketing will continue to be important.
The Power Data presentation emphasized that the goal of inbound marketing is to create quality content without talking about the brand. With this strategy, a 60% increase in conversion and an exponential increase in web traffic have been achieved.
At E-strategia we are professional specialists in inbound marketing . We work to connect brands with target audiences, ensuring that both are both cause and effect of themselves.
We design effective strategies to attract traffic to online platforms , consolidate databases and automate marketing through lead scoring and lead murdering , that is, favorable target classification and management, achieving long-term negotiations between brands and clients .
