Internet Marketing

Now more than ever, the opportunities that you have to advertise your product or service are literally at hand, just a click away. You no longer need to invest thousands of dollars in expensive campaigns, such as in television, radio or billboards. Internet has opened the door to every home, to every potential customer that you may have. And this has totally changed the rules of the marketing game.

Not Everything Works

Several Tools

Internet is indeed the media, but the tools are many:

• blogs
• social networks
• CRM to manage clients
• videos, pictures, memes...
• software to analyze campaigns
• landing pages, forms, CTA's...
• emails
• e-products with content (ebook, guides, brochures...)
• webinars, seminars...

If you only use one or two of these tools well, the success of your digital efforts will be the same, that is, little. On the other hand, if you manage to coordinate the use of all these tools, focusing on a SMART goal (Specific, Measurable, Attainable, Relevant and Timely), you will in turn have a much more solid, more profitable success. In other words, carrying out separate actions will obviously not bring the same result as working with all of them, coordinating your efforts under a well designed strategy.

Constant Evaluation and Work

Doing it all just once and leaving it there, static, without any follow-up work, doesn't work well either. What do we mean? It doesn't work to:

• Create a website with basic information just to "be on the web" and never touch it again.
• Launch a campaign and wait for it to magically work by itself, without monitoring how it's working (or not working!) and adjusting it according to this information.
• Create a blog where little or nothing is published. To be truly present on the network, you need to be active, constantly publishing. This is how search engines - like Google- will find your content and offer it to its users as a "best answer" (if the content is of good quality and relevant, of course).

Inbound Strategy

Within the different strategies that you can apply to internet marketing campaigns, the one we recommend is Inbound. Why? Inbound is attraction marketing. What does this mean? That we are not set out to bother our customers with information that they didn't ask for, didn't need, at times they weren't looking for it. That's what commercials, spam, cold-calling is for.

What you are looking for with an Inbound strategy, is to have a presence on the network so that, when those customers who really need what you have, and are actively looking for it online, they find you. By doing so, you have a different relationship with them:

• You aren't interrupting/bothering the, quite the contrary! you are there to answer all of their questions regarding your product or service.
• You offer good-quality content to them, content that they have requested and, in return, they share their contact information with you. By doing so, your customer database is nourished by those who are actually interested in hearing from you, in other words, by true potential customers
• Each customer sets its own pace and decides which steps to take towards the purchase, according to his own research journey regarding your brand, product or service
• Thanks to this honest and open relationship that you'll have with your customers -instead of a "pushing a sale" or intrusive one- and to the good-quality and relevant content that you share with them, you will establish a relationship of trust with them, which will bring you closer to a first sale and to future sales as well, thanks to their satisfaction and recommendations

Needless to say, with this strategy you don't waste resources (time and money) on clients that will never be your clients, as it happens with most of the intrusive strategies. Consider, for example, the man who is forced to watch a commercial of menstruation pads ... Great loss of resources for the company! It would be better to invest on an active website so that those women who are actually looking for information about menstruation pads on the web, find your brand. By doing so, clients self-segment themselves and you'll be investing your resources where you can actually have a successful ROI.

How do you know if you should start working with an Internet Strategy?

• Do you want your product or service to be known by more and more people?
• Are you ready for your sales to grow exponentially?
• Do you want to compete with big brands but you don't have resources for traditional advertising? (Which by the way isn't only very expensive but it's also intrusive and, is costs almost as much as the production and the advertising itself, to measure its success)
• Do you know that the internet works great for marketing and want to take full advantage of all of its tools?

If you have answered YES to all of these questions, then you are more than ready to start planning your Inbound Marketing strategy and to put it to work as soon as possible. Remember that the sooner you work to create that content that your customers are looking for, the sooner you will be positioned before Google as a company that offers reliable answers and, therefore, the sooner more customers will visit your company's site. What are you waiting for?

If you need help with the design or implementation of your strategy (or both), contact us. We are an Inbound Marketing agency with many years of experience and we offer from a simple consultancy, to training your marketing and sales teams, or even working together throughout your campaigns! You choose how to work with us, according to the needs of your company, and we work to achieve your goals!