{"id":854,"date":"2015-04-27T12:40:29","date_gmt":"2015-04-27T10:40:29","guid":{"rendered":"https:\/\/merlinleonard.com\/en\/?p=854"},"modified":"2023-04-17T00:20:36","modified_gmt":"2023-04-16T22:20:36","slug":"b2bspring15-the-stages-of-a-revolution-digital-marketing","status":"publish","type":"post","link":"https:\/\/merlinleonard.com\/en\/b2bspring15-the-stages-of-a-revolution-digital-marketing\/","title":{"rendered":"The steps of a Digital Marketing revolution"},"content":{"rendered":"

Switching to an inbound marketing strategy<\/strong> is never easy, which is why Sylvain Davril, Director of Innovation and Marketing at SunTseu, wanted to focus on the steps of a digital marketing revolution<\/strong> that can be difficult to engage.<\/p>\n

The recipe for a good marketing strategy<\/h2>\n

No, a marketing strategy is not only about inbound<\/strong> (bringing your prospects to you), or intelligent outbound<\/strong>, or marketing automation<\/strong>.<\/p>\n

The right marketing recipe<\/a> lies in the combination of these three elements<\/strong> which are complementary. Here, there is not ONE secret ingredient but many.<\/p>\n

Digital marketing revolution: the prerequisites<\/h2>\n

First of all, the implementation of inbound marketing<\/strong> requires a change in philosophy.<\/p>\n

A watchword: give.<\/strong> You have to give before you receive. Give content: webinars, white papers, blog posts (as we do here), etc. There is often a major fear that is almost systematically found: the fear of giving to competitors and of being copied.<\/p>\n

It is however mandatory<\/strong>. Yes, there is a risk but there are so many benefits to compensate for it. Just think of your Coca Cola, how many have tried to copy it without ever matching it?<\/p>\n

Then, using a marketing automation<\/strong> solution is like driving a beautiful car with full options. A beautiful toy, yes! A beautiful Audi R8 (or other if you prefer).<\/p>\n

Except that without gas, you won’t get very far. It’s a pity to have this beautiful baby at your disposal if it’s only to let it sleep on the spot, isn’t it?<\/p>\n

The inbound marketing process<\/h2>\n

\nStep 1: Content creation<\/h2>\n

It must be possible to create content easily<\/strong> via the use of a CMS<\/strong> that will allow marketing teams not to be dependent on the IT department (and waste time). The content can be available as self-service<\/strong> (easily accessible without conditions such as blog posts), or it can be a secured content<\/strong> with high added value that will be available by filling a form.<\/p>\n

Each content must be segmented by buyer persona because not everyone will like a content (everyone has their own favorite type of chocolate, right? same here).<\/p>\n

Step 2: Publication of content<\/h2>\n

The same as for content creation: we segment the publication channels<\/strong> by buyer persona. A fan of board sports is not necessarily a fan of motor sports. Redbull is an excellent example of channel segmentation with no less than 17 hyper-segmented pages.<\/p>\n

Step 3: Amplification<\/h2>\n

Amplification<\/strong> means making your content visible to everyone. Some will talk about viral marketing or viralization of content: we contaminate the web.<\/p>\n

First via SEO<\/strong> (Search Engine Optimization).\u00a0The goal is to arrive in the golden triangle of Google<\/strong>, that is to say in the top 3 to have maximum visibility (or at least already be on page one).<\/p>\n

Then, by using your community of ambassadors<\/strong> composed of your employees and anyone who can become a lever of visibility for your brand.<\/p>\n

You should not expect an immediate explosion of visibility<\/strong>, even if this will occur through a virtuous circle combining massive distribution<\/strong> of good content<\/strong> on the networks and therefore better referencing<\/strong> of this content on Google.<\/p>\n

Step 4 : First Digital Impression<\/h2>\n

Once the meeting between content and buyer persona<\/strong> has been established, it will be necessary to establish a good first impression<\/strong>: capital to retain<\/strong> the person (by proposing the download of a value-added content such as a white paper in pop up) and to convert<\/strong> by recovering the e-mail address (which will make your anonymous lead become known for future marketing actions).<\/p>\n

This good first impression in the digital world requires that your site or blog is responsive<\/strong>, i.e. adapted to mobile reading devices for optimal comfort of the Internet user or mobinaute. It also depends on the ergonomics<\/strong> and a fast loading time<\/strong>.<\/p>\n

Step 5: Lead identification<\/h2>\n

The identification can be done in different ways:<\/p>\n

    \n
  • Via infered datas<\/strong> (company name, business sector…) collected through the IP address.<\/li>\n
  • Via the behavior<\/strong>: the pages visited which will induce an interest.<\/li>\n<\/ul>\n

    An adequate content with added value can then be proposed in exchange of information recovered by a simple form that can be progressive to recover more information later.<\/p>\n

    Step 6 : Hot lead to client.<\/h2>\n

    Scoring<\/strong> the interactions with your lead allows you to qualify them and measure their level of interest based on each action taken. Scoring<\/strong> will allow you to transfer only qualified leads to sales with all the information collected to convert efficiently.<\/p>\n

    Step 7 : Monitoring & KPI<\/h2>\n

    To measure what works and what doesn’t… and act accordingly.<\/p>\n

    \n