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4 Reasons to Hire an Inbound Marketing Agency

4 Reasons to Hire an Inbound Marketing Agency

If you think sleep is nowadays overestimated, then it's time to contact the specialists so you can sleep peacefully. When I say, specialists, I mean an agency specializing in inbound marketing. Where did your mind go?

In order to optimize the performance of your business and especially the marketing department, you should initially have a strong growth strategy. What does this mean; First of all, you can not be at all the posts. Marketing and sales department oversight should be entrusted to people who have the knowledge and time to deal with it so that you focus on managing your business.

How is this going to happen; Is the solution to boost your human resources or train your already existing employees so they can be moved to other posts? Or is it time to hire an inbound marketing agency that brings results, saves money and resources and can meet the requirements of inbound marketing methodology? Besides, as we have before inbound marketing you can not do it yourself!

In any case, if you are thinking of investing in developing your human potential by creating new marketing and sales teams, then I must warn you!

These are the 4 things that you have to take seriously:
1. It is easier to train 15 puppies than to train a creative team.

I do not exaggerate! Just think about distributing ads on the right media, collecting biographies, evaluating, interviewing and recruiting. Then there is the coordination and orchestration of the group to do the required content.

So, if you think your creative department needs some stimulation, before doing anything, ask yourself the following questions:

- Can I figure out if the materials follow my brand identity? It may sound easy, but it's not just about aligning the logo on the material. It has to do with the general aesthetics of your brand.

- Can I get in touch with a designer? The charm of working with professionals is that everyone has the necessary knowledge and skills. But how do you explain what you want if you do not have basic knowledge, such as HTML and CSS?

- Can I give the pulse? The success of well-staffed teams is based not only on expertise and on their ability to work together to achieve the best result. Not just to do their job, but to do it right too!

  1. Sleep is not optional!

    If you work more than 10 hours a day every day (maybe even weekends), then you certainly do not do the right thing. I'm sure you do it because you think it helps your business, but you do exactly the opposite. Nowadays, with the saturation that exists, you must constantly take the appropriate steps to be always a step ahead - mainly from the competition.

    If one of the following scenarios is relevant to you, then you need urgent help from an agency:

        The only time of day that you are dealing with your leads is between 23:00 - 02:00.
        «Food with a customer? What have you reminded me now? "
        Have you ever thought of assigning to your nephew the management of your company's social media pages? Anyway, the whole day goes to Facebook.
        Your posts on LinkedIn are no longer of interest, not even for you. They just exist.

    For example, in the case of leads, it should be the top priority when they are transformed from marketing to sales qualified leads. At that time, the sales representative should contact them. "The right action at the right time" is a very important concept for the effectiveness of an inbound marketing campaign and you should not ignore it. You still wonder if you really need an inbound marketing agency; staff teams are based not only on expertise and on their ability to work together to achieve the best result. Not just to do their job, but to do it right too!

    So if even one answered 'no' to any of these questions, then perhaps you should start searching for the inbound marketing agency with which to collaborate.

    So if even one answered 'no' to any of these questions, then perhaps you should start searching for the inbound marketing agency with which to collaborate.

  1. How do you manage when you can not control?

    I will not lie. The orchestration and implementation of an inbound marketing strategy for a business are very charming. Writing blog post, community management to social, capturing a creative idea sounds really fun. But each one of its kind and as much as you have the more responsibilities, the less efficient you are in your own role.

    If you feel that you have lost your way and your role, hire an inbound marketing agency, keep calm ... and do the following "exercises":

        Think about what fascinated you most when you assumed your role. How often can you do it anymore?
        Make a list of all the tasks you have avoided for so long and give them to someone responsible.
        Look for the inbound marketing agency that you can have a very good collaboration that suits your company's temperament and take the first step.

    Conclusion: Sales and growth of your company are burdened when you are burdened. The leads that you have collected can easily go to the competition if they feel that they give them more importance.

  1. Let your website do all the work

    If you enter our site you will find that we have implemented some growth driven techniques combined with effective inbound marketing practices. So, our website can evolve over time while winning leads.

    We have also succeeded in reducing the sales department's workload as we rely on automated actions that prepare leads through lead nurturing and deliver them to sales when they are now in the process of deciding.

Choosing the right inbound marketing agency

Inbound marketing and development strategy are two very complex concepts. For the sake of your business, it is good to trust the experts to optimize your actions and digital properties to increase sales.

We are able to offer effective B2B solutions by increasing your traffic and leads through your website, social media channels and other digital properties.

What are you waiting for; Take the first step and contact us. The rest will be taken over by the sales department.

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Will Inbound Marketing work for my business?

Will Inbound Marketing work for my business?

Often, interested and potential customers are asking us this question. The answer to whether inbound marketing will be effective for your own business is below.

Undoubtedly, inbound marketing in practice is much more tempting than theory. It's like a well-directed adventure that usually has a happy ending.

What I mean:

A few days ago, I contacted a new customer who has been visiting our site and blog for the last 6 months to collect information about the service he was interested in, in this case, inbound marketing for educational institutions.

I "met" the lead when about 2 months ago downloaded the relevant eBook by filling in the corresponding form with its details. From that point on, a list of contacts receiving a series of automated emails with relevant content was added. At the same time, I was able to see every move on site and blog before and after registering.

The interest certainly existed, but I had to wait for the green light. A few days later, reading the last email meant that it was time to act. Do you know what he said when he picked up the phone? That she had planned to call me in the week ...

Ιn our blog, there is a rich article on inbound marketing methodology and its effectiveness.

In short, if you have not crossed this term in the past, the inbound marketing methodology is based on creating relevant content to attract potential customers to an online property.

By defining the target audience of each company and the steps it takes to purchase a relevant product/service, appropriate content is generated and distributed, through marketing campaigns, to the appropriate place at the right time. In this way, anyone interested receives personalized content based on their interests rather than general sales information that is not relevant to them.

Also, through a marketing automation platform, the marketer receives information about all the actions of the stakeholders but also about their progress in relation to the final decision they have to take and at the right moment they are referring to the sales.

Sounds great. But is inbound marketing appropriate for every type of business?

Inbound marketing is mainly based on the consumer's shopping journey and the decision process. So how does it finally choose a product or service among others?

  • The more important the decision is to get the more preparation.
  • The more research you need to make the more appropriate and the inbound marketing strategy.
  • The bigger the risk of the decision, the bigger the trip and the more effective the strategy.

For example, the decision to buy a book to learn the basic principles of marketing does not require the same research and the same decision process as choosing the right university to obtain a degree in marketing.

Finally, inbound marketing is undoubtedly a leading digital marketing tool. All you have to do is decide if it suits your business and get in touch with us for more information.

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5 Ways to Rock Your eCommerce Site With Inbound Marketing

5 Ways to Rock Your eCommerce Site With Inbound Marketing

Inbound Marketing can take off sales of an e-shop, as its targeted and methodical philosophy covers all the goals of each e-commerce company!

The inbound marketing methodology consists of five core services, which result in the systematic acquisition of new customers and the building of a relationship between an e-shop and its existing customers. In short, it is a comprehensive and effective strategy that leads to what every e-shop owner wants: increasing his sales.

To understand how inbound marketing can help you achieve your business goals and get the place you deserve in online buyers' preferences, you need to get to know your

5 main services.

Service # 1: Attract Qualified Visitors

Increasing traffic is a clear goal of all websites, but not all visitors are themselves. Visitors looking for an e-shop are of course the ones who are interested in their products. In order to acquire them, it must be properly implemented and optimized in accordance with SEO's requirements. Pages that do not attract visitors will need to be reviewed, while categories and product pages should contain strong keywords, and their content must be original and differentiated from competing websites.

If there are other keywords that you have not used and can bring you, new visitors, they should be the basis for creating new content that can provide useful information to potential customers at any stage of the buying process.

So summarizing the actions that will bring you quality visitors are SEO, strategic content creation, and promotion through your social channels.

Service # 2: Conversion of visitors to leads

To analyze how a website can turn its visitors into leads, we need to take a step back and identify who can be considered leads to an e-commerce website. We could say that even a visitor can be considered a lead, because by visiting him he receives the cookie that follows him and lets you retargeting through the corresponding ads on different channels, such as on Facebook.

In reality, however, a visitor turns into a lead when he gives you some information that you can get to know and distinguish him from the simple visitor. This information is usually your email, which completes a special form to write to your newsletter. If a form has other fields, such as your full name or phone number, you will automatically collect more information about it. You can also get this information by giving the visitor a discount coupon, a list of e-shop products, an eBook related to them or just when someone leaves their shopping cart and does not make a purchase.

Service # 3: Convert leads to customers

Simply collecting lead information will not lead you to magic in increasing your sales. As is clear from the above, there are different types of lead, so they also require separate actions or workflows on your part to reach them and bring them closer to the desired market. According to inbound marketing methodology, you should group your leads according to their behavior and give them the content they want. For example, leads that have left their shopping carts should not receive from you a newsletter that shows the breadth of your products. What they need is a reminder message, which is accompanied by an attractive discount will motivate them to return to the e-shop and complete their purchase.

Abandoned Cart automated email described above is not the only kind of email you need to prepare as it targets a certain percentage of your leads. In your email marketing strategy, you should also include the following automated workflows:

- Welcome Workflows: What should you do when someone gives you their email? Welcome him! Beyond the original email, you can regularly send a series of newsletters to encourage them to return to your e-shop. You can tell him about your new arrivals, discounts, and offers or give him a welcome coupon for his first purchase.

- Personalized email with product suggestions: Study the leads of your leads in your e-shop and send specific purchase suggestions based on them. If they have visited a product page several times but have not made a purchase, remind them of the product on this page.

- Email using geo-targeting: If you also have physical stores in addition to e-shops, you can use geo-targeting and update leads based on their location.

Do you find it all complicated? It will be much easier if you invest in a marketing automation program such as HubSpot, which connects to your e-shop, records the leads of the leads, and enables you to create personal profiles for each of them. You can also take advantage of the progressive profiling feature it offers to create "smart" forms that increase the information you can have on your leads. Do not forget that the more you know about them, the more feasible you will be to provide them with the content they really want, win their preference and turn them into your customers.

Service # 4: Convert customers to promoters of your e-shop

Have you acquired new customers with all the services that preceded them? And now what; No, do not crucify your hands. Do not say you do not enjoy it, just why stop there when you can go one step further and motivate your customers to promote your company and e-shop to their friends and acquaintances? How can you do it? Marketing automation is your ally again, as long as you try to send the following workflows:

- Post-Purchase Workflows: Send personalized email to those who make a purchase. In these, you can remind them of purchases they had made in the past, which may even have to be repeated if they are non-durable consumer goods (eg food, medicines).

- Re-Engagement Workflows: These workflows are designed to enable customers who do not respond to the newsletters you send them and stop being inactive.

Service # 5: Measure and analyze data

Imagine your e-shop as a data collection engine. Of course, the moves a user can make is a lot different, so the amount of data is large and it's difficult to group and evaluate them to make useful conclusions about the behavior of your visitors and customers.

Google Analytics dashboards are a good solution for quickly and easily gathering and evaluating all this information, and many marketing automation platforms, such as the HubSpot, offer a range of reporting tools that can solve your hands. Especially if you have implemented your Shopify e-shop, then the new integration of the HubSpot platform with the well-known e-commerce platform is really what you need to take advantage of all the benefits of inbound marketing.

Of course, designing and running an inbound strategy for your e-shop is not something you have to do on your own. We offer all the inbound services presented above. So, to take the first step towards increasing your visitors, leads, and sales, you can only contact us!

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What Results to Expect from Inbound Marketing!

What Results to Expect from Inbound Marketing!

We claim that Inbound Marketing is the most effective tool for any small and medium-sized company that is interested in increasing its leads and reducing its acquisition costs. Read some facts that confirm it.

Inbound Marketing is a very important tool that can be used by small and medium-sized businesses to deal with stronger opponents. Below we will look at its advantages over traditional Marketing and the reasons why an Inbound Marketing strategy is an advantageous and effective choice for small and medium businesses.


Lower Cost, Higher ROI

Traditional Marketing has many advantages for big companies. The more accurate the campaigns, the more attention they can get. However, determining the return on investment (ROI) is more complex for large campaigns, especially when compared to analyzes of Inbound Marketing.

According to Hubspot's annual "State of Inbound 2014", the cost of Inbound Marketing per New Lead (a person who is interested in the products or services of a business) is 61% lower than traditional marketing and conversions of visitors to leads are higher (note: Inbound image with Inbound Marketing data).

How is this justified? Customers visiting your website and landing pages have already decided that they want to spend money on products and services you offer. They simply try to decide who they would like to spend. This is the real strength of content and searches driving marketing.

As far as the rate at which a site's visitors are converted into leads, the same report reports that the leads who visit a company's site after being surveyed on the Internet are 8 times more likely to become customers of those who learn about the business through outbound marketing practices, such as direct mail.

This advantage of an Inbound Marketing Strategy in the conversion rate is due to the fact that visitors - prospective clients of a corporate site, before they are directed to it, have already collected information about the company during their research on the Internet. They had, in common, an already formed view of the products or services of the company from the content they found in their search and had begun to trust the brand before deciding to make a purchase or transaction.


The Benefits of Inbound Marketing for a Small Company

Small businesses have the following two advantages: flexibility and adaptability. Large, established companies that work using outbound strategies are more difficult to change tactics. On the other hand, small businesses can make quick decisions when they understand how they can have successful results.

The continued and proven success of Inbound Marketing Services has led many small and medium-sized businesses to invest a large percentage of their budget in this. Although small companies do not have a large marketing budget like large corporations, the money they invest best results.

Also, data from the same survey show that Marketeers investing in corporate blogging are 13 times more likely to see a positive ROI than their actions compared to those who do not use a blogging strategy.

Besides, what is hardly going to tell you a survey that studies similar statistics is that leads coming from an Inbound strategy are more trained, more suspicious and gradually lead through lead nutrition are more likely to become long-term customers of your company.


Proven results for Inbound Strategies

Another challenge for outbound marketing is that the results are not easily identified, which can be frustrating if a company needs to organize the marketing budget and decide where it will focus its efforts.

Companies using Inbound Marketing Services can track leads and conversion rates. In this way, companies see what marketing efforts they perform, and adapt their tactics accordingly. No matter how much money was spent on marketing, every effort is better positioned and more targeted than any other through outbound marketing.

Besides, what is hardly going to tell you a survey that studies similar statistics is that leads coming from an Inbound strategy are more trained, more suspicious and gradually lead through lead nutrition are more likely to become long-term customers of your company.


Increase ROI

According to HubSpot, companies that incorporate Inbound Marketing Strategies will see a 25% higher return on investment than companies that use only outbound marketing methods. Content marketing has made it possible to improve the effectiveness of its efforts as it enables companies to reach out to their audiences more easily and in a more direct way.

Compared with older techniques such as magazines and trade fairs, today it sounds unreasonable that so much money is spent in the hope that one day the right customer will return to that page, see an ad and choose your company.

Inbound Marketing aims to save time and money for small businesses by targeting them where they are: a customer who is already looking for a company that offers the products and services they need.


So what are you waiting for? Start creating attractive content to educate, inform and entertain your potential customers. Perhaps this makes the difference between you and your competitors.

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Inbound Marketing Sales Funnel: How Important Is It For Sales?

Inbound Marketing Sales Funnel: How Important Is It For Sales?

Understanding the role and importance of "Sales Funnel" is extremely important for the essential assimilation of Inbound Marketing philosophy and strategies.


What is Sales Funnel?

Inbound Marketing Sales Funnel is the inventory of the steps required to sell your products or services online.

Creating and capitalizing on sales funnel not only lets you know how many prospects you have (people who have the prospect of becoming your customers) at each stage of the Sales Cycle but also provides you with the necessary data about the rates converting your customers from one stage to another.


The 4 key metrics that show how effective and healthy sales funnel are:


  • The number of prospects in your sales funnels. You should know the rhythm and cost (in resources and viewing) with which you acquire your potential customers at each stage.
  • The possible value (revenue) that a company can have with a customer through the funnel for your company.
  • The average time at which your company's prospects are in the sales funnel until they become customers.
  • The average percentage of successful sales managed to bring your website or your sales team to each stage of the sales funnel.


Advertising alone does not always lead to sales.

Some advertising "evangelize" that advertising is the core of marketing. For inbound marketing, however, this is not the case. Individual advertising can enhance the traffic of your site, display it on the right media and help you in building your branding. But what about the increase in sales?

Advertising is a powerful enough means, but it is not enough to support the weight of a company's sales growth. The methodology of Inbound Marketing comes to place the right tactics in the right parts of the sales process. Help you attract leads for your company (people who have shown interest in your services or products), but also turn them into "qualified leads" through a lead nurturing process.




Inbound Marketing Sales Funnel is divided into 3 main parts:

  • Top of Funnel (ToFu)
    Attract Visitors
    • Middle of Funnel (MoFu)
    Converting Visitors to Leads (Convert Visitors)
    • Bottom of Funnel (BoFu)
    Conversion Leads to Clients Close Leads)



The majority of visitors to your website will be at the ToFu & MoFu parts of the sales funnel. Whether and how efficiently you'll be able to "transfer" them to the lower funnel stages so they are ready to buy depends on the inbound marketing processes you have set.



At the top of Funnel, "Top of Funnel" (ToFu), you'll mainly find people in a search process. They do not know exactly what the problem or need they want to cover and they try to identify and identify it. It is your strategy to take them to the MoFu stage.

  "Middle of Funnel" (MoFu) is the funnel stage where people who have identified what their problem are and are informed about the available solutions available on the market. The goal should be to offer the right content to these people, to turn them into leads and to separate these leads to well and not. It is an extremely important stage in the farming process since the people in it are much more ready to buy than the previous stage and the content you offer them will play an important role, both in their evaluation by you and in the assessment, they will make in your company, in relation to competition.

  "Bottom of Funnel" (BoFu) is where everyone who has already passed the previous stages of the process finds themselves. At this stage are the "buyers" candidates and with the appropriate BoFu strategies, you have to convert them to your customers.
    After the sale, the goal is to turn your customers into brand and service promoters or products. Your goal is to talk about your brand, the quality and value of the service you provide.

Typically, most websites are full of bids that appeal to people in the BoFu stage. Some of these offers include "free trials" or customer reviews, coupons, etc. Of course, this does not mean that all the visitors to your site are ready to buy.

According to various surveys, buyers need to talk to a sales representative after they have covered about 60-70% of the purchase process. For this, the sooner they are exposed to offers belonging to the BoFu stage, the less likely they are to turn into leads for your company.

If you want to get better results you can combine your BoFu offers with MoFu promotions so you always have something to offer to your visitors, regardless of where they are at the sales funnel. This combination will dramatically increase your lead conversion rates and will "show you" in front of your customers at an earlier stage of their decision process. This will allow you to influence their choice while enjoying a competitive advantage.

It is no coincidence that the best Inbound Marketers are constantly analyzing the effectiveness of their campaigns and adapting their strategies to maximize their results.


Examples of how to use the sales funnel to improve an Inbound Marketing strategy

For example, if you see social media bringing significant traffic to your website, you might think immediately that it's an opportunity to invest more resources in it. However, if the conversion rate of your leads to leads or leads to customers through social media is low, then either you need to revise your strategy or focus on different channels, such as email marketing.

Also, the lead nurturing process is just as important to your company as, as the National Sales Association claims:

    prospective prospects are already in 57% of the sales funnel when they first make contact with the sales team of a company.
    80% of sales are made after the 7th contact with the staff or the company itself.



So we see that having a lead nurturing process not only automates the creation and tracking of leads that are ready to buy, but it also helps significantly in informing and educating your prospects by facilitating the work of your sales team!

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The 4 Steps of an Inbound Marketing Strategy

The 4 Steps of an Inbound Marketing Strategy

Understanding the methodology of Inbound Marketing is of the utmost importance for designing and implementing a successful marketing strategy.

Below, we will see in detail the 4 stages of the Inbound Marketing philosophy methodology, as well as the tools and tools used at each stage and facilitate the transition from one to the other.

Since 2006, Inbound Marketing is considered to be the most effective and efficient marketing method for all online businesses. One reason for Inbound's success is its lower cost and higher return on investment than traditional marketing practices.

But the success of Inbound Marketing is not only a result of its economic side. As the success of any theory is judged by the methodology on which it is based, so in the case of Inbound Marketing, its proper methodology is the factor behind its inception.

The methodology of any integrated Inbound Marketing strategy consists of 4 stages.


Let's analyze each of the 4 stages of Inbound Marketing separately to get a complete picture.

Attract: Attract visitors

Millions of people daily use the Internet. A typical Internet user during his daily Internet browsing receives a huge amount of information. 92% of Internet users have more confidence in the information they find online than any other source of information. Consequently, the information found online by a modern consumer for a product or service shapes the decision he will take regarding the realization of his purchases.

At this first stage of Inbound methodology, we believe that the public is still not aware of your business. They are theoretically unknown to you and they have not received any information about what you can offer them. How do you catch your audience and make your presence felt?

You should attract visitors to your site or elsewhere where your company/brand is hosted. Your allies at this stage are creating quality content and sharing it right through your channels of communication with the public, such as your corporate blog and your Social Media pages. Do not forget that the phrase "If Content is King, Distribution is Queen" is in the world of Digital Marketing and Inbound Marketing.

Along with a proper SEO strategy and a functional corporate website with a thoughtful and appealing design, you are ready to magnetize your audience and see the number of visitors to your website growing daily.


Convert: Convert visitors to leads

What happens after visitors arrive on your site? Once you've succeeded in increasing your site traffic and attracting the right visitors, the next step towards a successful Inbound Marketing strategy is to turn your visitors into people who have prospects to become customers of your company. This process is possible if your website has what your prospective customers ask for.

The content of your page should provide them with useful information about the needs they want to satisfy so they want to register their details to get them and you also have the opportunity to meet them and contact them through a personalized content with the ultimate goal of making them your customers.

In addition to the right content, you have two tools that are proven to increase your visitors' conversion rate to leads:

    Calls-to-Action: Call-to-Action (CTAs) usually appear in the form of a button that invites the user to perform an action, such as {Learn More}. This is the only tool that deals exclusively with the lead generation process and if properly designed it will bring your visitors a step closer to you.

  Landing Pages: By clicking on the CTA, the visitor to your site should end up on another page. This page is called a landing page and needs your attention as it will transform your visitor into a lead. Keep your landing page "clean" by emphasizing your message!

Do not use your landing pages to promote other products or news from your company. This site belongs exclusively to specific content. All you have to do is confuse the user and remove him from your site before you get the chance to get to know him.

    Social Media: The pages and profiles you maintain on social media are a wildcard tool as they help you meet your goals in all four stages of Sales Funnel. Especially at the conversion stage, your corporate presence on Facebook can make a difference in your strategy!


Close: Convert leads to customers

At this point, you are on the right track towards success and your desired sales. In order to turn a lead into a customer of your company, and at the right time, you have Email Marketing and CRM (Customer Relationship Management) software that makes it easy to make sales.

When you get your leads you need to get in touch with them. But before doing so, you will have to sort them based on their activity so far (eg completed forms, CTAs that have been pressed, etc.). It may seem quite reasonable to you, but think that most marketing services do not separate their leads, rather than relying on massive marketing techniques, which have quite opposite results than maintaining their leads. You should be aware that mass marketing techniques reduce the effectiveness of the sales funnel and are a very different tactic.


Delight: Convert customers to repeat customers

It is well known that the best customer is the happy customer. In order to keep customers happy with the previous stages, create personalized content for them. Do not forget them! Keep in touch and build a relationship of trust with them and they are most likely to return to you for their next purchases and/or to suggest you in their circle.

Inbound Marketing Sales Funnel is a system that works and succeeds. The more you know about your market, leads, and consumers, the better you will be prepared to provide them with just what they need.


By closing this introduction to the stages of Inbound Marketing, we summarize the procedures you need to follow:


  • Evaluate the quality of your website's traffic. Are your website visitors the ones you are targeting?
  • Rate the content of your site. Does it satisfy the audience requirements you are targeting?
  • Create leads! Do you provide them with the information they need?
  • Make the right strategies to turn these leads into successful sales.

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What Is Inbound Marketing?

What Is Inbound Marketing?

Inbound Marketing is a modern way to design and execute effective digital marketing actions. Let's see what it is and what it is about.

By Inbound Marketing, we designate ways to display a company through blogs, videos, infographics, eBooks, newsletters, whitepapers, SEO, social media marketing and other forms of Content Marketing.

Inbound Marketing refers to the ways a company uses to gain the attention of consumers.

It is a strategy or rather better marketing philosophy, which aims to help a company in its process of discovery by prospective buyers of its services and products. The way to do this is through generating interest in the targeted content. This content should be able to answer the needs, queries, and problems faced by the target audience of each company.

What's Inbound from the Broadest Digital Marketing?

Inbound is a Digital Marketing category, and as a performance includes some of the Digital Marketing processes. Schematically, we can say that Digital Marketing includes two types of marketing processes: Inbound and Outbound Marketing.

Outbound Marketing - the opposite of Inbound

The term outbound marketing is in contrast to the inbound. As outbound, we mean more "traditional" modes of display, such as "buying" the public through "cold calls", direct mail, radio, TV advertisements, sales flyers, spam, email marketing, telemarketing and traditional advertising.

The 4 different stages of an Inbound Marketing Strategy:

  • Attract visitors to our site or eShop (or elsewhere where our company/brand is hosted)
  • Conversion of leads to leads (people who have prospects of becoming our clients)
  • Conversion of leads to customers
  • Conversion of customers to recurring customers with high-profit margins and promoters of our company

And, of course, as a 5th stage, we could add the continuous analysis of the results with the aim of continuously improving our inbound marketing strategy.

It is important to understand that each stage concerns each visitor individually and it is important to personalize the process for each visitor and our expected customer separately. Also, at each stage, it is important how each company can distinguish the degree of maturity of each lead and customer (lead scoring) so that it can adapt the content and the approach it chooses in each case.

To achieve this, we need to separate our potential audience into different Personas, with common features, common purchasing behavior, and criteria. This process will allow us to distinguish and separate our visitors more effectively so that our communication to each persona is even more effective.

What kind of companies is using Inbound Marketing?

Inbound is the most effective tool for B2B companies but can be used equally by many companies selling B2C products and services. Surveys have found that companies that follow Inbound Strategies show a 61% lower cost per lead than other marketing styles.

What does an Inbound Marketing strategy involve?

Creating content - Creating targeted content that answers key questions and needs of our customers. We then "distribute" this content, with all the means we have (paid and free of charge).

Lifecycle Marketing - Depending on the level in the purchasing process, each person interacting with our company, we need to use different marketing actions to approach and convert it into these actions to our client.

Personalization - The more information and information we have about our leads, the better we can personalize our messages to their specific and distinct needs.

Multi-Channel Communication - Inbound Marketing is multi-channel by its nature. It approaches people where they are, on the channel they want to interact with our company/brand.

Tool integration - We need a combination of publishing and analytics tools so we can publish the right content at the right spot at the right time.


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The Top 7 Facebook Advertising Tips

The Top 7 Facebook Advertising Tips

Are you a Facebook advertiser? Or a new online shop owner?

If your brand is already on Facebook, you are a step closer to success.

But being on Facebook and having hundreds to thousands of followers doesn’t mean anything if they barely recognize your brand.

Some businesses put efforts in making compelling copies, cool photos, and long videos but only reach less than 10% of their fans.


That’s a sad truth that brands need to accept.

More and more brands are competing for people’s attention. Organic reach is hardly achieved nowadays.

That’s why for most businesses, going into paid advertising is a better choice. If you choose this path, here are some things to keep in mind:

1. Don’t focus on selling

People are so used to seeing advertisements online that they automatically scroll past them and move on. That’s terrifying for a brand that shells out a lot of money for ads.

That’s why you need to look for other ways to get their attention. Sponsor an event or maybe create an exciting video that doesn’t scream advertising.

Do a mix of ads, and you’ll find out what is it that works with your target market.

2. Use videos

Facebook’s algorithm changes from time to time.

Now that videos are playing automatically, your followers are more likely to watch videos compared to the other types of ads.

Video length could be a slight factor as well. According to Facebook’s announcement, “the best length for a video is whatever length is required to tell a compelling story that engages people, which is likely to vary depending on the story you’re telling.”

Nevertheless, what pages should focus on is to create content that is relevant and engaging to their audiences.

3. Use a multi-product Carousel Ad

Carousel advertisement is perfect for e-commerce pages. It lets advertisers showcase multiple images and links in just a single ad.

It’s an interactive ad. You are encouraged to use creative graphics and copies to make it compelling and increase your click-through rate.

4. Automate retargeting using Dynamic Ads

Don’t know where to start with your targeting? Some Facebook targeting techniques could be a lot of work. For a less complicated one, it’s best to automate your ads using Dynamic Ads.

The best people to target are those who’ve already visited your website.

They’re already familiar with your shop. Maybe they’ve browsed through your catalog too.

But they probably forgot about you so make sure to remind them using your ads.

To be able to do this, you must have an active Facebook Pixel on your site.

Dynamic ads retargeting is a very powerful way to showcase relevant ads to a very relevant audience.

5. Create a custom call-to-action

Simple tweaks can mean a huge thing when it comes to doing Facebook adverts. Calls-to-action or CTA such as Shop Now, Learn More, and Sign Up is a way to make people click on your ad.

When a potential customer sees your ad, they’ll be thinking about what to do next.CTAs are a way to lead them to your website or page which will then potentially boost your online sales.

6. Refine your photos

We talk about types of ads and targeting a lot, but some major details are usually ignored. It’s important not to forget that you need to get people to look at your ad and not just glance and scroll away.

Eliminate the ol’ free stock images you can find online and start creating your very own branded photo. Always keep the best practices for designing your ad photos at the back of your mind.

7. Scale and optimize your ads

Creating Facebook ads to generate sales is not a one-time thing. To be able to achieve better results, you must be prepared to scale and optimize your ads.

Sometimes, your graphics and copies are good enough, but you lack targeting insights. Therefore, to help you generate insights, you need to determine the KPIs to track your ads. You can drill down the data of your ads after 3-5 days by looking at the age, location, gender, and more. If your ads aren’t performing up to standard, then it’s because you’re targeting the wrong age group or location. By tweaking the KPIs as necessary, you can improve the performance of your ads.


Knowing how to enhance your ads is not a walk in the park. Start by trying our tips one by one and see which one works best for you. Different industries may do well in one thing and some on the other.

When you do Facebook ads, there’s going to be a long road ahead of you and your business. There are going to be lots of tests and repeat that you will have to do to finally get the results you strive for.

Your Social Zoom Team

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6 Social Media Marketing Trends to Watch in 2018

6 social media marketing trends 2018

6 Social Media Marketing Trends to Watch in 2018

e’re headed toward the end of another year, and it’s time to start planning the next year. As you look ahead to 2018, and attempt to plan your online campaigns it’s a good idea to keep an eye on social media marketing trends.

If you’re looking for what’s next, here are six trends to attempt to maximize in the coming year:

1. Live Stream Expansion

One of the hottest social media marketing trends of 2017 was live streaming video. And it’s not over yet. In fact, 2018 is likely to see an expansion of live streaming. The possibilities of sharing information live with followers and interacting through coverage are great, and you have a chance to take advantage.


Put together a live stream schedule and stick to it. Be on the watch for new tools that make live streaming — especially with multiple participants in various locations — easier.

2. Augmented Reality

With virtual reality becoming increasingly popular, watch for augmented reality to change some aspects of social media marketing. Facebook is already experimenting with it. That’s little surprise, considering Facebook owns virtual reality pioneer Oculus Rift.

But it wouldn’t be surprising to see augmented reality move out of the realm of mobile gaming and into social platforms like Instagram and Snapchat. Brands and others could incorporate augmented reality into filters and use other ways to market.

3. Instagram Stories to Gain More Traction

If you want to take advantage of social media marketing trends of the future, don’t forget about Instagram Stories. Increasingly, people are using Instagram Stories to connect with each other. Mastering this part on Instagram can help your brand and business go a long way in your efforts to engage with your audience.

4. Messaging Platforms Could Increase in Popularity

The development of artificial intelligence means that messaging platforms are increasingly popular. Chatbots can help you provide personalized experiences to your customers and clients. Platforms like Messenger, Kik, and WhatsApp can make it possible to provide insights and direction automatically. While chatbots aren’t perfect, they do have potential, and using messaging platforms to engage your audience could make a big difference down the road.

5. Looking Toward Gen Z

Millennials are still a part of the major social media marketing trends, but it’s time to look toward Gen Z as well. The leading edge members of Gen Z are 22 right now. That means they are graduating from college and entering the workforce — and they have some disposable income and buying power.

Pay attention to where members of Gen Z congregate. For example, Snapchat is popular among members of Gen Z. You might need to expand your social marketing strategy to include Snapchat to reach these customers.

6. Tighter Rules from Social Platforms

As you move forward with your social media marketing plan for the coming year, make sure you pay attention to rules from social platforms. Many are tightening their rules and changing the way they monitor and govern social platforms in the wake of continued information about how social media was used to manipulate consumers in the United States.

Paying attention to what’s next in social media marketing trends can help you prepare now. Lay the groundwork for a better future online by anticipating some of the trends.

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The Top 10 Books Every Leader Must Read

The Top 10 Books Every Leader Must Read

Were you to ask any great leader in the world for his or her secret to success, the answer would be simple: listening. That's because the best leaders aren't necessarily the best at speaking, in order to dictate, but rather listening, to understand.

Yes, being a leader requires a large drive to learn, which is why I've compiled a list of some of the best books on leadership. Check them out below:

1. "Meetings Suck," by Cameron Herold

Everyone hates useless meetings. You know . . . the ones where you're sitting there not really knowing what to do or say, and feeling that whatever is being said could be consolidated into a single email. They're tedious, frustrating and, quite frankly, a waste of time.

Luckily for us, Cameron Herold, founder of COO Alliance, put together Meetings Suck, a crash course into how to run successful meetings. Herold's crash course includes wisdom on how to make your meetings more productive, as well as resources on conducting them and tips on saving time. And, as an entrepreneur or leader, you'll likely find that Meetings Suck is the perfect introduction on how to bring your team together, starting from day one.

2. "The Art of Seduction," by Robert Greene

As a book lauded by the likes of celebrity entrepreneurs 50 Cent and Jessica Alba, Robert Greene's The Art of Seduction takes a look into the relationship between power and manipulation. While many consider this book a "pick-up artist" piece, Greene offers more, detailing the power dynamics and behaviors for people. Believe it or not, the book actually follows suit with how being a nice guy (or gal) can be a good thing (and also work to your advantage).

3. "The 4 Hour Work Week," by Tim Ferriss

The The 4 Hour Work Week's primary focus is helping you maximize your work efficiency and productivity. The goal is to cut out the clutter and accordingly help you live a more stress-free, successful lifestyle.

4. "The Tanning of America," by Steve Stoute

Perhaps one of the most important books on the relationship between marketing and culture, The Tanning of America dives deep into the relationship between brands and artists (specifically, those in hip hop.) As a member of the Advertising Hall of Fame (as well as the former manager for Nas, Will Smith and Mary J Blige), Steve Stoute dives deep into how culture is shaping advertising and marketing, as well as the success of innovative partnerships.

. "The Art of the Pitch," by Peter Coughter

Every leader needs to learn Peter Coughter's The Art of the Pitch, to be successful. Coughter walks you through the journey of not just how to write a good pitch or presentation, but also how to tell a captivating story in a concise way. And, as we can all talk for days about the changes we want to make in the world, The Art of the Pitch helps us carve out the meat and potatoes there, empowering us to express our core mission.

6. "The 48 Laws of Power," By Robert Greene

Greene's first hit book, The 48 Laws of Power, goes over a few different sets of laws dealing with power dynamics. These are incredibly useful for anyone striving to be mindful in formulating an approach to leadership.

7. "A People's History of the United States," by Howard Zinn

Usually, the winners of wars are the ones who write history. But Howard Zinn's A People's History of the United States tells the stories of the losing side. Diving deep into the perspective of those who had little power, A People's History is a good way for readers to reflect on holding a well-rounded approach to leadership.

8. "The Seven Habits of Highly Successful People," by Stephen R Covey

Arguably one of the most popular self-help books ever, The Seven Habits of Highly Successful People delivers the basic principles on how to become a more productive person. You can check out a peep of some of them here.

9. "The Lean StartUp," by Eric Ries

The Lean Startup offers advice gleaned from the career of serial entrepreneur Eric Ries. Ries develops a philosophy in the book on how we tend to look at our processes all wrong, leading most companies to failure. Instead, he puts his focus on what the business should represent as well as what people want.

10. "Extreme Ownership," by Jocko Willink and Leif Babin

Written by two former Navy Seals, Extreme Ownership takes the lessons they learned from their time in the service and applies them to business and life. The thesis of the book is to understand how leadership is structured, why it's necessary for every scenario and how to build high-performance, winning teams. This book will give your company structure like no other.


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