Inbound Marketing is the best way to turn a stranger into a client and the best promoter of your business.
Proven Inbound Methodology for the digital era for a SAAS company
Marketing professionals for software companies know that the name of the game is customer acquisition. What they do not normally know is that SaaS sustainable growth requires accelerating customer acquisition. SaaS growth strategy should aspire to acquire more customers, faster. Otherwise, the rotation will win them and they will stop growing.
Since 2006, Inbound Marketing has been the most effective marketing method for conducting business online. Instead of traditional marketing where you buy advertising, email lists and pay for leads, Inbound Marketing focuses on creating quality content that directs people to your company and product, where your prospects and customers want to be natural way By aligning the content you publish with the interest of your customers, you naturally attract Inbound traffic that you can convert, close and eventually delight.
How to interpret the graph?
At the top are the four actions of the Inbound Methodology: Attract, Convert, Close and Delight, that companies must apply in order to obtain visitors, followers, customers and promoters. In the lower part of each of the sections, there are the tools that your company must use to comply with these actions.
The tools listed below each of the actions play the first role in that action but are not the only place where they apply, several tools such as emails can be present in various stages of the methodology.
What is Inbound Marketing?
Sharing is caring. Inbound is creating and sharing content with the world. Create content specially designed to attract the customer of your dreams. Inbound attracts qualified SAAS prospects to your business and makes them go for more.
Without a world-class Inbound Marketing, the typical SaaS product is difficult to find, difficult to understand, difficult to buy and difficult to use. And every minute of work creates an obstacle for the prospective buyer.
The important aspects that you should consider for your Inbound campaign:
Content Creation + Distribution : create easy-to-understand content to answer the basic questions and needs of your prospects and customers and distribute it everywhere.
Marketing Life Cycle : the promoters of your brand or product do not materialize from one moment to the next. They start as strangers, visitors, contacts and, finally, clients. The specific marketing actions and tools help these strangers become promoters.
Personalization: customize your content with the wishes and needs of the people who are viewing your site. As soon as you learn from your leads, you can better personalize your messages that respond to specific needs.
Multichannel: Inbound Marketing is multichannel by nature because it brings people to the channel from where you want to interact with you.
Integration: the creation of content, publication and analysis tools work together as a well-oiled gear allowing you to concentrate on publishing the right content, in the right place and at the right time.
Design the marketing that people will love.
By publishing the right content in the right place at the right time, your marketing becomes relevant and helpful to your customers. It is not intrusive.
In order to understand each of the actions, as a first step we will focus on the action of ATTRACT :
We do not want any traffic on our site. We want people who are more likely to become a lead and, consequently, a happy customer.
Who are the right people? Our ideal customers, also known as the buyer’s model. The buyer’s model is holistic ideas that your customers really are, personally and socially. People encompass goals, challenges, pain points, common objections to products and services, as well as personal and demographic information shared among all members of that particular client type. They are the people around whom your entire company is built.
Some of the main tools that are used to ATTRACT the correct users to your site are:
Blog : Inbound Marketing starts with the blog. A blog is the only and best way to attract our visitors to our website. In order for the right prospects to find you, you must create educational content that addresses them and answers their questions. For example, the advantages of contracting the services of a SAAS company and the way in which costs and times are optimized.
SEO : your customers start their online shopping process, commonly using a search engine to find information about any doubt they have. So, you need to make sure that you are one of the first options to appear at the moment and in the search engine they are looking for. To do that, you need to carefully and analytically identify your keywords, optimize your pages, create content and build links to the topics that your ideal buyer is looking for. For example, if your services are directed to the company’s accounting, use keywords related to the topic.
Pages : the pages of your website are your digital showcase. Show your best face! Optimize your website so that it reaches your ideal buyer and transforms it into a point of reference with content that attracts strangers.
Social Publication: Inbound’s successful strategies are those based on outstanding content and social publication allows you to share valuable information on social networks, commit to your prospects and project a human face through your brand. Interact in networks where your ideal buyers take advantage of their time.
The adoption and use of technology in our daily lives have been so decisive in recent years that designing a marketing strategy for clients interested in technology requires special treatment. The catalogue of applications is so extensive and versatile that to stand out a product over others requires a deep study of the target market to which they are directed in order to propose real solutions to the problems they face and then design a marketing strategy that has the Inbound Methodology to CONVERT the target market.
By integrating data from multiple sources and developing models with the ability to calculate preferences of potential customers and predict their future habits with increasing precision, you can check the reaction of a customer to a certain prospective offer without having to do it.
The second stage is Convert
As soon as you have managed to ATTRACT visitors to your website, the next step is to convert them into followers by gathering information to contact them. At a minimum, you will need the address of your email. Contact information is the most valued currency for an online marketing campaign. In order for your visitor to provide your information, you will need to offer something in return. Payment comes in the form of smart content such as Ebooks, reports or a list of tips. Regardless of the type of information or format, it will always be interesting and valuable to each of your followers.
Some of the most important tools to convert visitors into followers are:
Format: in order for visitors to become followers, they must fill out a form and send it with their information. Optimize the format so that the conversion process is as simple as possible.
Call to action: “calls to action” are buttons or links that encourage your visitors to take action. For example: “Download an Electronic Book” or “Attend the Webinar“. If you do not have enough “calls to action” or your “calls to action” are not encouraging visitors, you will not generate followers. It is important to design a button that impacts, that convinces and that finally generates confidence.
Contact: keep track of your followers in a centralized database. Keeping all the data in one place, helps to track each interaction you have with your contacts through email; a landing page; social media or others and how to optimize your future interactions to efficiently: ATTRACT, CONVERT, CLOSE and DELIGHT your target market.
Creating value for your product or service through the Inbound Methodology is what allows Media Source to position itself among the best digital marketing agencies.
A third step and very important is the CLOSURE-is to win a new client.
For SaaS companies, one of the biggest challenges they face is the closure and retention of customers. This is the reason why the Inbound Methodology is perfect since it will not only bring new clients, it can also be applied to CLOSE the current clients.
Inbound Marketing as a methodology and marketing strategy has given great results in all types of industries. In particular, it has promoted a change of mentality towards SaaS companies which have grown exponentially and has facilitated the CLOSING stage through the generation of content and the trust that is created in each interaction with its followers.
The Inbound Methodology is a combination of three elements:
Marketing philosophy: based on the way in which the modern buyer consumes information, buys and lives.
Marketing strategy: consider philosophy; unites ties and focuses on people; the purchase cycles; in the generation of prospects and more.
Marketing tactics: strengthen the strategy. These marketing functions refer to SEO, Social Networks, Email, Content Marketing, and so on.
The moment you achieve that these three aspects work in harmony, you will see important results in your company.
You are on the right path, you have attracted the right visitors and converted the right followers, now what you need is to convert those followers into customers. How can you achieve it? There are certain marketing tools that you can use at this stage to make sure you are closing at the right time.
Tools for closing:
CRM (Customer Relationship Management) : do not lose sight of the details about your contacts, companies and agreements in your information source and get in touch easily with your correct prospects at the right time. CRM systems, facilitate sales by ensuring you the correct information to attract your prospects through the entire channel.
Closed Reports : how do you know which efforts of your marketing campaign are attracting the best followers? Is your sales team being effective in closing with those followers? The integration with a CRM system allows you to analyze how your marketing and sales teams are collaborating and their effectiveness for closing.
Email: what do you do if a visitor clicks on your call to action, fills in the landing page format, downloads an e-book, but is not yet ready to become a customer? A series of emails focused on providing useful and relevant content can build trust with a prospect and help them become your customers.
Marketing Automation: this process involves creating marketing through email and nurturing your followers in a personalized way, to cover their needs and stages of the life cycle of each follower. For example, if a visitor downloads an e-book about a topic of yours, you will want to send them emails related to the topic. But if they follow you on Twitter and visit certain pages on your website, you will want to modify the messages to address the different interests.
These are just some of the many reasons why an Inbound Methodology strategy would be a great option for a SaaS company.
It requires hard work, time and the full participation of the team, as well as the support of an expert such as Media Source.
The fourth stage of the Inbound Methodology is no less important than the others and tries to DELIGHT your clients. Here we share some suggestions.
After reading the previous stages: ATTRACT, CONVERT and CLOSE now it’s time to DELIGHT our clients.
As you know, Inbound Marketing and Inbound sales revolve around the quality content that you provide to your followers and customers. You should not forget about a client when they have signed a contract with you or acquired one of your products. In fact, it is the worst that can happen. Inbound companies will continue to attract customers, delighting, increasing their sales and growing their customer database through happy promoters of your company or the products they love. So, how can you achieve it?
This stage is incredibly important to continue communicating with your clients even after signing with you. Eventually, it will help you increase your sales and continue to work with them in the future. Some ideas to delight: informative brochure; surveys; Inbound customer service tools and dedicate a specific and unique blog to your customer base.
Some ways you can continue to delight them:
- Marketing Achievement
- Monitoring in Social Networks
- Dynamic Content (including text and calls to action)
Inbound Marketing covers the steps you must follow and the tools you must use to help you maximize your online marketing efforts by increasing visitors to your site, generating followers, converting customers and happy customers. Inbound Marketing empowers to attract visitors, convert followers, close customers and delight promoters.
You must keep in mind that the new Inbound Methodology recognizes that Inbound Marketing does not just happen because you believe it. It is not something that you implement and forget; It is a machine that always has to be in tune, updated with the new data and with the new tools so that you can continue to evolve. Now it’s time to create and deliver content for your ideal buyer in the right place at the right time.