How to Improve Your Inbound Marketing Strategy?
Automating work processes
Developing and implementing a marketing strategy are particularly time-consuming activities – all the more reason to try to save time as soon as possible, especially thanks to the automation of work processes.
When your customer database does not exceed 100 lines, it is possible, and highly recommended, to initiate the sending of personalized promotional messages to your contacts, in order to build a true relationship of trust and loyalty with them.
However, if your CRM has grown to more than 1000 lines, the use of manual processes becomes obsolete, involving the use of automatic messages. The most difficult task then is not to lose too much the «personal touch» which pleases customers so much.
Key points to remember to automate work processes
The concept of marketing automation unfortunately does not mean that you will have nothing to do to achieve success with your e-marketing strategy.
Nevertheless, it can save you valuable time, provided you have a sufficiently efficient customer relationship management software.
Such a tool should not be limited to a library of contacts, but offer features such as sending personalized emails from the buying habits of your customers, their interests and any other relevant information.
The main asset of a CRM base – CRM in the language of Shakespeare, for Customer Relationship Management – is that it significantly increases the productivity of your marketing team.
While the software collects useful data, analyzes the behavior of your leads and customers, your team can indeed carry out tasks with a higher added value, namely:
- refine the scoring,
- adapt the storytelling according to the type of lead/client,
- Improve lead nurturing.
Integrate regular reports to identify the most effective marketing strategies through the use of KPIs
The term KPIs for Key Performance Indicators often refers to the industry, but its use in the marketing world is also recommended.
By implementing regular reports based on numerical data, the subjectivity inherent in any interpretation of results is reduced to a minimum.
Or, to put it differently, regular monitoring – monthly, quarterly and annual – of KPIs makes it easier to identify the most effective tactics, and vice versa for those that work the least.
These indicators include the following:
- The traffic,
- The effect of newsletters,
- The number and positivity/negativity of visitor comments,
- The level of popularity on social networks,
- Conversion rates, recommendation rates,
- The commitment rate.
Optimize your SEO and natural SEO strategy
If you read the acronym SEO and you are two clicks away from rushing to a page like “SEO strategy definition”, let us provide you with a reminder first.
The concept of SEO (for Search Engine Optimization) is a major element of any Inbound strategy worthy of the name, since it aims to make a website – or blog – more visible by improving its positioning on the main search engines, including, of course, Google.
To do this, SEO is based on the use of the keywords most likely to be used by your buyer persona, which obviously implies that you have taken the time beforehand to identify their interests. The wise use of meta-description tags is also a major component of SEO.
In addition, to increase the efficiency of your SEO strategy, it should be combined with qualitative content delivered regularly, in order to retain visitors, prospects and customers. At first glance, SEO optimization may seem tedious to you, but in the long run, it is an effort that is really worth undertaking.