Relationship Marketing: What It Is and Why Do It?

Born before any digital explosion, relationship marketing is about the strategies that the company must adapt to keep in touch with its consumers, in order to create and improve long-term bonds.

With this concept in mind, we do some research and research where we separate some points for those who want to implement relationship marketing efficiently in their company.

7 Essential Points of Relationship Marketing:

  1. Culture and Values: Being the starting point for your company to start relationship marketing, creating a culture and values geared to this type of marketing, is simply to demonstrate interest and dedication to its consumers;
  2. Leadership: When you already have a culture and values focused on relationship marketing, your company managers should focus on a healthy relationship between your organization and your customers, market influencers, and stakeholders.
  3. Team: The employees’ pro-activity is indispensable to perform an odd service to their consumers. An effective formula to make a difference in the calls is simply, to be human and to demonstrate feeling.
  4. Technology and Interactivity: With the help of technology you must provide various interaction and communication tools to your customers, let them feel free to choose the best way to stay connected to your company.
  5. Knowledge and Perception: Enjoy the enormous range of platforms and software that technology offers to meet and understand the needs of your consumers;
  6. Memorization and Personalization: Go beyond the cadastral data, choose to go after the interests, characteristics, and habits of your consumers, make use of digital tools for data collection, and customize your communication. I make you feel special and different!
  7. Receptivity: Learning to listen to the customer rather than talking about yourself is one of the foundations of relationship marketing, but it is also a great way to turn it from a “regular” customer to a brand advertiser;

In view of the above concepts, it can be said that relationship marketing should be a commitment accepted by your company and everything that involves it. Be it from a simple answer in social networks to a more complex loyalty program.

Try to think outside the box, innovate in the method or the way to communicate with your consumers, make a difference in relationship marketing bring your company, highlight and competitive advantage in front of your competition.

Leads: What are they and why do I need them?

Regardless of your business, if you invest time and/or money in digital marketing, you must know very well who is on the other side of the screen, that is, getting to know your target audience. Knowing who your main audience is and with a push of digital marketing is possible to interact with them in the right and effective way, converting them into leads. But after all, what is it?

They are visitors to your site who have provided some personal information (name, email, phone, hobbies and etc.) through a tool (newsletter, form and etc.) in exchange for something of value offered by your company (content, promotions, evaluations and etc.).

By separating the leads from your business, you need to keep in mind the need to nurture them properly and efficiently, increasing the likelihood of converting them into customers so that your business gets the wanted ROI.

“Leads are people who generate some business opportunity by showing interest in the products or services offered by your company.”

Examples of how to identify them:

  • New subscriber in your Newsletter;
  • A user registers for his test version of his software;
  • The visitor who filled out a contact form seeking information;

Considering that everything in Inbound Marketing turns into measurable data, with your target audience it could not be any different. To succeed in digital marketing work fragmentation of your leads is essential in order to develop effective action strategies.

The fragmentation of your leads can be divided into three layers, being demographic information, personalities, and behavior.

Demographic Layer:

Being the most used and oldest among the three, demographic analysis of leads is where you define who is interested in your content, product, or service. In the demographic layer we obtain information of the type:

  • Age
  • Gender
  • Location
  • Income
  • Education

Personality Layer:

Gathering information about the personality of your leads is not a simple job like the demographic analysis. Assign personalities to your leads goes beyond a visit to your site, it may be necessary to create forms aimed at capturing this type of information. In the personality layer it contains information of type:

  • Values
  • About Me
  • Lifestyle
  • Goals
  • Concerns

Behavioral Layer:

The behavioral layer is extremely important if your business aims to increase conversions, this layer is defined by the behavioral analysis in which it can inform you how close your client is to conversion. In the behavior layer it contains information of type:

  • Number of Visits
  • Emails Open and Clicked
  • Social Media Interactions
  • Content Download
  • Plays in Videos

What stages can my leads be found?

The leads that qualify as cold are those that just qualifies as a lead or already have a time with your company, but are not engaged. In some cases, it can be said that he has lost the “will” to make a purchase.

Already lukewarm leads are the ones that are considering that your company can solve your problem. He already has some engagement with his brand, but there are still doubts, where the process of nutrition of leads is fundamental to finally your questions.

Finally, the hot leads at this stage your leads are one step away from making the purchase because they already trust your company and are engaged with your brand.

How do I generate my leads?”

Lead generation is considered by digital marketing companies, as one of the great goals of inbound marketing, which it is related to techniques aimed at attracting and engaging visitors within your business.

The process consists of the creation and delivery of quality content to visitors aiming to arouse their interest, thus developing a relationship between your company and your visitors.

It is worth noting the paramount importance of the nutrition of your captured leads so that the primary objective of every business (that is the realization of sales) is reached.

Inbound Marketing: What It Is and Why Invest?

What is Inbound Marketing?

Inbound Marketing strategies were born out of the need for new methods of approaching people. Its techniques of action are totally linked to the environment created by the Internet, in which new means of consumption of information, products, visual media, and services were developed.

Contrasting its older brother, Outbound Marketing, and its traditional methods of marketing, Inbound Marketing tends to gain more and more strength in the marketing world due to the uncontrollable growth of the internet.

Directly: inbound X outbound

Inbound Marketing

Inbound is any and all online strategy made for the purpose of attracting or increasing people’s interest rather than buying them. Your marketing is created by creativity and talent. Its communication is built in an interactive and double way in which your customers find your company through search engines, referrals, and social media.

Outbound Marketing

Outbound tactics are made with the objective of selling certain products or services in an uninterrupted manner, in which your marketing is built with unilateral methods where there will be no interaction with your customers. Companies that invest in Outbound are found through impressions, commercials of TVs, radios, banners and cold calls.

The work of Inbound Marketing is divided into 5 steps:

    1. Traffic Attraction;
    2. Conversion of Visitors to Leads;
    3. Conversion of Leads into Customers;
    4. Customer Loyalty;
    5. Customer Transformation in Disclosures;

As stated previously, Inbound Marketing techniques are geared toward the web environment, where everything is connected and working 24/7, without being different, inbound strategies are complementary to each other, constituting a complete, effective, and powerful form of marketing.

By fully integrating your goals and services, each and every Inbound Marketing service can be measured in detail and accurately, making it more practical to understand how your visitors, leads, and customers behave on your website, blog, store virtual, or application, contributing to decision making.

Some Inbound Marketing services we offer:

Services to Attract:

    1. SEO: Optimizing your site with the right keywords is the most efficient way to get more visibility and visitors. About 80% of the customer’s purchase process begins with an online survey of a specific product or service.
    2. Blog: The production of quality content through a blog is essential to establish trust and generate brand value. This means of communication should be based on its previously created personas so that they are educated on the correct form.
    3. Landing Page: Landing pages are pages on which people are directed by clicking on a link. This page is essential in the buying cycle and you must have the right content for your goal to be achieved, which is to pass the correct information about a particular product or service clearly and directly.

Services for Conversion:

    1. Calls-to-Action: These are buttons or links that have the mission of encouraging visitors or leads to perform certain actions, such as downloading an e-book or scheduling a consultancy.
    2. Form: Forms are located on landing pages after a Calls-to-Action action. These forms have the function of collecting visitor information so that you can turn them into leads or collect leads information so they can turn them into customers.
    3. E-mail Marketing: The goal of email marketing is to educate your leads who are not ready to make a purchase, with meaningful information adding value and trust to your product and service. Well-designed email marketing planning is a great way to grow.

Reasons to Invest in Inbound Marketing:

  • About 80% of people do at least one online search before making a purchase;
  • Inbound Marketing is 62% cheaper than Outbound Marketing;
  • Inbound Marketing Services allows the precise identification of the target audience of your company which it helps to choose the best way to please them;
  • Companies that invest in content marketing gain about 55% more traffic on their site, allowing greater engagement and brand recognition;
  • 72% of business owners say that social media helps in closing a deal;