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Che cos'è l'Inbound Marketing?

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Inbound Marketing, Content Marketing, Web Marketing, quali sono le differenze principali e perché oggi è importante conoscerle? In questa presentazione cerchiamo di capire come fare per attrarre, convertire, vendere e fidelizzare i nostri clienti attraverso il mondo online.

Published in: Marketing
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  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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Che cos'è l'Inbound Marketing?

  1. 1. CONTENT E INBOUND MARKETING Attrai, converti, vendi e fidelizza i tuoi clienti online! www.martinadenardi.it
  2. 2. www.martinadenardi.it
  3. 3. INBOUND MARKETING? CONTENT MARKETING?
  4. 4. APPLE: THINK DIFFERENT Fare marketing che renda prezioso l’acquisto per il consumatore. MARKET MORE AND SELL LESS
  5. 5. PERCHÉ INBOUND MARKETING? photo by hubspot.com Il Marketing Tradizionale (Interruption) oggi, è meno efficace.
  6. 6. PERCHÉ INBOUND MARKETING? The Traditional 3-step mental model Fonte immagine: thinkwithgoogle.com/collections/zero-moment-truth.html
  7. 7. THE NEW MENTAL MODEL The Zero Moment of Truth: l’utente cerca informazioni su un prodotto usando motori di ricerca, recensioni e opinioni su blog, pareri ad amici, social network. Fonte immagine: thinkwithgoogle.com/collections/zero-moment-truth.html
  8. 8. COSA NON È INBOUND MARKETING ➤ Non è Interruption Marketing ➤ Non è web marketing ➤ Non è “piazzare” il tuo prodotto >> le nuove 4P: soluzione, valore, accesso, informazione. ➤ Non è gratis (ma costa meno) ➤ Non è SOLO promozione per acquisire il cliente ➤ Non esiste senza dati
  9. 9. INBOUND E CONTENT: DIFFERENZE ➤ Non c’è Inbound senza Content ➤ Senza contenuti, internet sarebbe vuoto ➤ Il successo si basa su entrambi: per ogni step c’è Content Fonte immagine: thinkwithgoogle.com/collections/zero-moment-truth.html
  10. 10. SCHEMA HUBSPOT From the State of Inbound Marketing 2015
  11. 11. PERCHÉ INBOUND MARKETING? Dal Business di prodotto al Business di Relazione
  12. 12. VUOL DIRE CREARE MARKETING che le persone AMANO.
  13. 13. THE INBOUND METHODOLOGY
  14. 14. THE INBOUND METHODOLOGY Cosa manca?
  15. 15. INBOUND BEST PRACTICES Le basi di partenza della tua metodologia Inbound
  16. 16. INBOUND BEST PRACTICES ➤ Definisci i tuoi Buyer Personas: rappresentazione generalizzata dei tuoi clienti ideali. ➤ Questionari e interviste sui clienti 
 esistenti. ➤ Basati sui Trends del momento. ➤ Crea profili validi in base al tuo
 business e target. Attività necessaria per facilitare il lavoro di personalizzazione dei contenuti.
  17. 17. BUYER PERSONAS: INFORMAZIONI ➤ Nome della persona ➤ Background lavorativo e culturale ➤ Dati demografici: età, luogo dove vive, M/F ecc… ➤ Quali sono i suoi Goal più importanti? ➤ Qual è la sua sfida più grande da affrontare? ➤ Come tu con la tua attività potresti
 aiutarlo a raggiungere gli obiettivi?
  18. 18. INBOUND BEST PRACTICES ➤ Sfrutta le informazioni del Buyer’s Journey: processo di ricerca che percorre ogni persona prima di un qualsiasi ordine, e si conclude con la decisione d’acquisto. ➤ Consapevolezza del problema ➤ Considerazione delle opzioni ➤ Decisione d’acquisto
  19. 19. BUYER’S JOURNEY PROCESS L’azienda deve essere presente in ogni fase del processo, con contenuti pertinenti, per guidare il prospect nella decisione d’acquisto. 1) Fornisci Ebook, rapporti di ricerca e articoli blog 2) Tutorial video, demo, blog per rispondere a domande inerenti ecc.. 3) Case studies, prove gratuite, confronti di prodotto e dimostrazioni dal vivo Foto by hubspot.com
  20. 20. INBOUND BEST PRACTICES ➤ Crea contenuti Educazionali: non educare il tuo Buyer Persona parlando di te e di quello che fai, ma su come possono risolvere i problemi con ciò che hai. ➤ CONTENT + CONTEXT: il giusto contenuto 
 (blog, foto, video ecc..)per il giusto 
 contesto (per la persona giusta).
  21. 21. INBOUND BEST PRACTICES ➤ Distribuisci i contenuti nel modo corretto: è ciò che li rende rilevanti. ➤ Canali possibili di distribuzione:
 sito web, blog aziendale, social media,
 landing pages, CTA, Email ecc..
  22. 22. THE CONTENT PROCESS Devi creare contenuti che siano notevoli e di qualità
  23. 23. PROBLEMA: C’E’ TROPPO SPAZIO A DISPOSIZIONE Come attirare il cliente?
  24. 24. 1) PIANIFICA
  25. 25. 2) CREA
  26. 26. 3) DISTRIBUISCI Spendi lo stesso tempo che hai impiegato nella creazione del contenuto alla sua promozione.
  27. 27. 4) ANALIZZA E RIPETI ➤ Numero di visite ➤ Leads generati ➤ Le performance del contenuto in base all’autore/argomento/ format scelto ➤ Tasso di condivisione dei post ecc… ➤ Ripeti il processo da capo
  28. 28. STRUMENTI PER ATTIRARE Quali strumenti dobbiamo sviluppare?
  29. 29. 1) OTTIMIZZA IL SITO PER I MOTORI DI RICERCA Breve introduzione all’importanza della SEO
  30. 30. COS’E’ E A COSA SERVE LA SEO? ➤ Search Engine Optimization: Si tratta di quel processo di sviluppo del sito web per attrarre più visitatori dai motori di ricerca (sia On Site che Off Site). ➤ Motori di ricerca (Google) sempre più sofisticati e intelligenti: cercano le informazioni più Rilevanti, Utili e di qualità.
  31. 31. 2) SVILUPPA UN BLOG Il blog è lo strumento più efficace per costruire fiducia.
  32. 32. COS’È IL BLOG? E’ lo spazio online della tua attività che ti permette di pubblicare regolarmente e promuovere nuovi contenuti relativi al tuo business e al tuo settore.
  33. 33. PERCHÉ HAI BISOGNO DI UN BLOG? ➤ Migliora la visibilità del tuo sito sui motori di ricerca ➤ Un blog è come un diamante, è per sempre ➤ Ti permette di aumentare il traffico di qualità sul tuo sito ➤ Aumenta la notorietà e credibilità del tuo brand ➤ Il 95% dei blog in rete viene abbandonato fonte: hubspot.com
  34. 34. 3) AMPLIFICA IL TUO CONTENUTO CON I SOCIAL MEDIA Perché i Social Network sono importanti per l’Inbound?
  35. 35. SONO IMPORTANTI PERCHE’ ➤ Ottimi per attrarre visitatori al tuo sito. ➤ Fondamentali per deliziare i clienti acquisiti. ➤ I social media ti permettono di creare nuove connessioni tra il tuo brand e i tuoi potenziali clienti.
  36. 36. LA RIVOLUZIONE DEI SOCIAL ➤ Non ignorarli, perché i tuoi clienti si trovano li! ➤ Ti servono per conversare, non misurare la grandezza ➤ Supporto al blog ➤ La gente può scegliere
  37. 37. COME CONVERTIRE I VISITATORI IN CONTATTI/LEADS? Il processo di conversione
  38. 38. IL PROCESSO DI CONVERSIONE foto by hubspot.com
  39. 39. COS’È UNA CALL-TO-ACTION? Si tratta di un bottone che promuove un’offerta e linka ad una landing page: orientata all’azione, design e posizione giusta.
  40. 40. COS’È UNA LANDING PAGE? Si tratta di una pagina del sito creata per raccogliere informazioni specifiche sul visitatore: titolo chiaro, contenuto chiaro, usa foto o video, elimina il menu in alto.
  41. 41. COS’È UNA THANK YOU PAGE? Si tratta di quella pagina che conclude il processo di conversione del visitatore in Lead: dai ulteriori info, fallo rimanere nel tuo sito, includi pulsanti social.
  42. 42. PERCHÉ L’EMAIL MARKETING È COSÌ IMPORTANTE?
  43. 43. RIGHT CONTENT + RIGHT AUDIENCE + RIGHT TIMING = SUCCESS hubspot.com
  44. 44. EMAIL MARKETING: FUNZIONA? ➤ Bisogna mandare le email giuste alle persone che lo vogliono. ➤ Email Marketing serve per fare Lead Nurturing: costruire relazioni di lungo termine con i clienti. ➤ Utilizzata anche per Fidelizzare e Deliziare il cliente: vogliamo clienti contenti di acquistare da noi.
  45. 45. BEST PRACTICES ➤ Determina la tua audience: segmenta il pubblico a seconda dei Buyer Personas e del Buyer’s Journey. ➤ Tieni aggiornate tutte le tue liste: i contatti cambiano nel tempo, come anche i loro interessi. ➤ Nutri il contatto per farlo diventare un cliente effettivo. ➤ Il 47% di tutte le email vengono aperte da sistemi mobile. ➤ Definisci sempre un obiettivo, personalizza la tua email (manda email da persone reali), focalizza l’attenzione sull’engagement (tasso di apertura, click ecc..), monitora e testa varie soluzioni.
  46. 46. IL POTERE DELLO SMARKETING Sales + Marketing
  47. 47. COS’È LO SMARKETING? Processo di allineamento tra Marketing e ufficio Commerciale rispetto agli obiettivi di una determinata azienda, focalizzato all’incremento dei guadagni dell’organizzazione. hubspot.com
  48. 48. COME INTEGRARE LO SMARKETING ➤ Marketing e Ufficio Commerciale devono parlare la stessa lingua. hubspot.com
  49. 49. LA CUSTOMER EXPERIENCE l’importanza di creare fiducia ed esperienze fantastiche
  50. 50. TUTTO IL TEAM DEVE CONTRIBUIRE ➤ Risolvendo i problemi in ogni fase del processo d’acquisto. ➤ Tenendo sempre un atteggiamento positivo. ➤ Contribuendo in modo attivo alla diffusione del buon nome aziendale.
  51. 51. COME DELIZIARE IL CLIENTE? ➤ Costruendo la Fiducia: non è un’attività da fare solo dopo la vendita. IL TEAM INTERO DEVE SEGUIRE I TRE PILASTRI DEL DELIGHT: INNOVATION - COMUNICATION - EDUCATION
  52. 52. LINEE GUIDA PER DELIZIARE IL CLIENTE ➤ Delizia i membri del tuo team, stai attento a chi assumi nella tua organizzazione. ➤ Educa i membri del tuo team: usano i tuoi prodotti? Conoscono la storia che c’è dietro l’azienda? Seguono training periodici di aggiornamento? ➤ Sviluppa Valori aziendali che il tuo team possa fare propri e responsabilizzali a prendere decisioni: sono la faccia della tua azienda. ➤ Ascolta cosa dicono di te i tuoi clienti. ➤ Fai domande ai tuoi clienti per capire cosa hanno bisogno. ➤ Falli sentire importanti attraverso i feedback.
  53. 53. THE INBOUND METHODOLOGY
  54. 54. GRAZIE! www.martinadenardi.it

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