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Cómo desarrollar una estrategia de Inbound Marketing exitosa

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Hablar de Inbound Marketing no es hablar de conseguir muchos fans en facebook, sino de generar tráfico interesado a tu web, de generar negocio, de dinero, pero mediante una estrategia de Marketing de Atracción. En esta presentación Rubén Bastón, CMO de Elogia, explica las claves definitorias del Inbound Marketing, las principales acciones que deben acometerse para generar una estrategia inbound de éxito y las métricas fundamentales para poder mejorar los resultados.

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Cómo desarrollar una estrategia de Inbound Marketing exitosa

  1. 1. Cómo desarrollar una estrategia de Inbound Marketing exitosa @rubenbaston CMO de @elogia_net
  2. 2. Inbound Mkt es el arte de lograr atraer a tus clientes a través del contenido
  3. 3. • Foco en Usuario • Engagement Brand Love = Top of Mind • Mensajes Usuario  Marca • Foco en Producto • Incentiva la compra / lead Atributos, beneficios • Mensajes Marca  Usuario Acciones Pull Acciones Push INBOUND [Medio plazo] Respuesta emocional OUTBOUND [Corto plazo] Respuesta racional Inbound vs Outbound Marketing
  4. 4. Owned Media Bought Media Earned Media Propiedades digitales: Web(s) Blogs Redes sociales propias Mobile apps Publicidad: Retargeting Real Time Bidding Email Marketing Anuncios sociales … Portavoces independientes: Influenciadores Recomendaciones Menciones en Redes Sociales Cobertura editorial
  5. 5. Claves de Inbound Marketing Social Media • Marketing de atracción (vs marketing de intrusión) • Sostenibilidad: menor inversión que campaña de medios • Largo plazo: las campañas dan resultados crecientes pero no desde el principio • Resultados: mejores ratios de permanencia, conversión y fidelización • Perdurabilidad: dan resultados más allá de la campaña
  6. 6. Customer life cycle centric strategy Localizar y atraer Retener y convertir Activar y cualificar Seleccionar y convertir Satisfacer
  7. 7. ¿Cómo llegar a esto?
  8. 8. 1. Imagina | 2. Construye | 3. Mide
  9. 9. 1. Imagina
  10. 10. Estimación de crecimiento
  11. 11. La realidad (con suerte…)
  12. 12. Búsqueda de la clave del éxito Punto de inflexión a partir del cual un proyecto se potencia al máximo, creando un cambio significativo “Se expande como una epidemia: viral” Malcolm Gladwell The Tipping Point 2000
  13. 13. • Connectors: conectores • Mavens: informadores • Salesmen: influyentes en decisión de compra “Saber cómo conectar con el público” Principio 1: Ley de los pocos
  14. 14. • Único • Estético • Vinculante • Excelente • Funcional • Nostálgico • Personalizado • Precio “El producto debe ser “compartible” Principio 2: The stickiness factor
  15. 15. • Escasez • Mayoría • Belleza • Consistencia “Deben darse condiciones que favorezcan la expansión” Principio 3: El poder del contexto
  16. 16. 2. Construye
  17. 17. Embudo de compras online
  18. 18. Buscadores : SEO SEM Blog/Redes sociales: Whitepapers Slideshare Youtube Pinterest … Internet Display: RTB Anuncios sociales
  19. 19. Email Marketing Facebook appsPerformance Display Usabilidad onpage Calls to action Social plugins Formularios
  20. 20. Buzz Marketing Anuncios sociales Lead nurturing Gamification Profiling Clustering Contenido dinámico
  21. 21. Buyers RetargetingAfiliación mCommerce
  22. 22. RecomendaciónAnalítica web
  23. 23. • Potencial del uso de Social CRM • Optimización de Social Media enfocado a conversión • Publicidad interactiva hipersegmentada • Automatizaciones de marketing 4 áreas en ebullición
  24. 24. 3. Mide
  25. 25. Nuestro mejor aliado
  26. 26. 4 entornos de métricas clave Activación • Registro con email • Social login • Follow Retención • Vuelve antes de 24h • Vuelve antes de 7 días • Abre/clica mails Venta • Coste por acción • Ingreso por canal Fidelización • Lifetime value • Recurrencia • Amplificación
  27. 27. CPC LTR ITR Orders LifeTime Value CPM CPL CPB Reorders KPI’s fundamentales de negocio Extraños Extraños TRAFFIC LEADS LEAD NURTURING BUYERS LOYAL CLIENTS
  28. 28. @rubenbaston ruben.baston@elogia.net Ahora… hablemos! ^_^

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