Explainer animation video De Broekriem
GlobalClickz provided an animation video for non-profit organisation DeBroekriem in the Netherlands to explain the National Working Visit Day event. The event is explained in a short but powerful way.
Did you know that adding an animation video to your content marketing strategy can increase the conversion by 80%?
Inbound Marketing Methodology Step 1: Attract visitors to your website
You are probably familiar with the inbound marketing methodology. This methodology consists of 4 steps: Attract, Convert, Close & Delight. This article is a continuation of a series that started with the article “What is inbound marketing?”
The first part of the inbound marketing methodology is ATTRACT. The buyer’s world has changed. The buyer no longer wants to be disturbed by your company if there is no need for it and only accepts relevant information. Outbound marketing, such as television advertising, magazine advertisements, radio spots, direct mail, etc., is not only disruptive, but often you even communicate with the wrong target group.
The inbound marketing methodology places your product or service in front of potential customers when they are actually looking for what you have to offer.
Inbound Marketing Methodology Step 1: Attract
We don’t just want visitors to our site, we want the right visitors. But who are those “right” people? The right people who visit your site are your your customers, who are also known as buyer personas. For these people you need to create content, because you want to attract them and guide them to your website.
Buyer Personas are holistic ideals of who your customers really are, inside and out. Personas includes the goals, challenges, pains, common objections, but also common personal and demographic information. Writing content around these areas attracts your target audience and makes them familiar with your brand while using the right content, SEO and social media.
Three important facets of the inbound marketing methodology to attract users to your site are:
- Content development (Blogging and Premium Content): Content is the way to stay ahead of your competition. Blogging and premium content is essential for your digital and inbound marketing strategy. Two important benefits of content marketing are attracting more visitors to your website and creating a higher lead conversion.
- Search Engine Optimization (SEO): before you start with content marketing, or basically any part of the inbound marketing plan, you need to make sure that you are targeting the right keywords.There must be a good balance between the keywords on which you want to be found and what your target group is actually looking for. Many suitable software systems are available for this. When optimizing your website and content, always focus on keywords that are a good reflection of the products / services, the issues that it solves, how products / services can help, frequently asked questions, etc.
- Social Media Marketing: social media is not only suitable for B2C companies. In fact, B2B marketers who use Twitter generate on average twice as many leads as companies that do not. Social media is a fantastic way to not only communicate with your customers, but also to generate new followers for your brand. The use of social media as a tool for generating leads is not just about posting content, but also about controlling your social media channels and monitoring who is talking about your brand and your field in general. This gives you the insights you need to make the connection with those individuals in a medium they are most comfortable with – social media!
As you can see, there are many different possibilities of an online marketing strategy that are aimed at attracting qualified visitors to your website. It is no longer about spending your marketing budget on outbound initiatives or on paid digital advertisements. You can use inbound marketing tools to guide qualified visitors to your site, convert visitors into leads and link those leads as customers and promoters of your brand.
What is Inbound Marketing?
4 Essential Components of the Inbound methodology
You have probably heard of inbound marketing, but you may not be familiar with how it differs from traditional online marketing.
We often get the question: “What is inbound marketing?” In short, inbound marketing is the marketing methodology for the digital age.
Since a decade inbound marketing has been the most effective marketing method for online marketing, lead generation and reducing conversion time. Inbound marketing takes your digital strategy to the next level of lead generation and customer engagement.
Unlike the outbound marketing methods with buying advertisements, buying email lists and hoping for leads (probably less than qualified leads), inbound marketing focuses on creating high-quality content that attracts people to your products and services while delivering relevant content. By aligning the content that you publish with the interests of your target customer in mind, you attract visitors to your website that you can then convert, close and delight over time.
By creating content that is specifically made to appeal to your ideal customers, your inbound marketing attracts qualified prospects and ensures that they come back. The best thing about inbound marketing is that it is not a paid form of advertising. What is the advantage of this? The content lives on your site (thus online) for as long as you want. The difference between this form and paid is that when you stop paying for ads with Google Ads (formerly Google Adwords), Facebook ads, etc., your leads and website traffic will also stop. That is not the case with inbound marketing.
There are 4 marketing components that are crucial when you talk about inbound marketing: Attract, Convert, Close & Delight.
Below we explain all this in more detail.
- Attract: Attracting customers is the first step in the methodology for inbound marketing. In this first marketing phase, the customer receives the right content, in the right place and at the right time through search engine optimization (SEO) and social media marketing.
- Converteren: once the right visitors are attracted to the website, the goal is to turn them into leads by getting their contact details on a landing page. To receive this valuable information, they are offered premium content that they are looking for. This helps them to gain the information they are looking for and offers you their contact details to serve them further.
- Closing: leads are converted into customers in the closing phase. In this marketing phase specific marketing tools are used, such as marketing automation, lead nurturing and social media monitoring to ensure that the perfect leads are closed at the right time.
- Delight: Inbound marketing is all about offering premium content to both your leads and your customers. This means that even after a lead is closed, it still needs to be served through dynamic content, social media, and trigger marketing. The purpose of serving the customers is to be able to solve their problems as well as to convert these customers into promoters of your company.
The Inbound method involves the marketer in every phase of the process that a customer goes through during the search for the perfect product or service, by luring the right visitors to your website and converting them into qualified leads, selling more and your customers to surprise.
The great thing about this method is that you are in charge of the results. These successful results are achieved through inbound marketing channels and tactics with which you can create and deliver specific and valuable content and marketing for your leads and customers at the right time.
Want to read more about each of the phase of inbound marketing and in more detail, including tips to maximize each phase of the inbound marketing process? Then click on one of the links below.
Inbound Marketing Methodology Phase 1: ATTRACT
Inbound Marketing Methodology Phase 2: CONVERT
Inbound Marketing Methodology Phase 3: CLOSE
Inbound Marketing Methodology Phase 4: DELIGHT
6 Tips for an B2B leadgeneration plan
B2B marketing plans are often more difficult to develop and implement than B2C programs. This is because these plans must contain more variables and approaches than a marketing plan that is intended for a B2C.
Here are 6 tips for creating a B2B marketing plan to help increase lead generation:
Understand your target group
Before you start creating a marketing plan, you must know who you are talking to. If you do not fully understand your target audience, this can result in wasting valuable resources through inefficient use of marketing channels and campaigns.
Don’t just focus on the online marketing channels
When it comes to B2B marketing, many people think that online marketing is sufficient, but that is not always correct. Products that are sold to a company must be adapted to the needs. Let’s say you sell vacuum cleaners to cleaning companies. Some companies will need them to clean sofas and chairs, others may need them to clean car interiors. Their needs are therefore very different! That is why it is recommended that you employ a salesperson in addition to using online marketing channels. This salesperson must be able to interpret the needs of your customers and turn them into the right products or services.
Make a sales funnel for your leads
It is very important to make a roadmap from the first interactions of your customers with your company until they purchase your product or service. You must identify what attracts their attention, what information they need and when you should use a call-to-action (CTA). The advice is to use multiple CTAs to determine which are the most efficient. A / B testing is very important for a marketing campaign.
Analyze and improve every step of your sales process
Even though you have clearly defined every step of your leads’ way to become a customer, the market is constantly changing and you have to adapt to these changes and needs. As a marketer you always have to improve your skills.
Make sure your plan is aligned with the goals of your company
Often managers misunderstand the needs of their business and build marketing plans based on these misjudged needs. Even if your business goal is now to grow profits, if the market and the economic environment are not there, you need to change your business objective (s) with it. Because your company was successful in the past, that does not mean that it will remain so in the future. The presence of a marketing plan tailored to the needs and goals of the company will ensure that the tools are available to cope with any changes in the market or economic environment.
Long term is the best
The business plan indicates how much budget you spend on such things as R&D, operations, personnel and advertisements. In combination with the company’s future needs and budget, you need to come up with long-term marketing campaigns. Don’t forget to get the most out of every penny you spend promoting your business and products.
The B2B market is very elusive for most marketers. That is because the needs of a company are much more complex than those of a person. You have to study your customers, your competition and you have to make a funnel. This allows you to determine the steps in your sales process that have the fastest transit ratio.
If you are considering a marketing plan for your company, it is important to keep these six tips in mind. Find out which is the most suitable for you and implement the right one.