If SEO is the foundation of making your website more visible on the web in view to boost your traffic, it doesn’t mean you’ll reach your goals at the end of the month. Being able to convert traffic into qualified leads is key to transform your marketing initiatives into a growth marketing engine that will drive your KPI over the roof.
Here is a first introduction on Inbound Marketing and how to use data towards a more effective marketing.
Inbound Marketing ?
Inbound marketing is a technique for drawing customers to products and services via content marketing, social media marketing and search engine optimization. It’s a series of technique to bring your customer to you instead of you trying to reach out to then through aggressive and expensive ads.
- boost the traffic to your website
- convert your visitors into leads
- use the data to engage a conversation with your customer
Inbound is about fair trade
Long story short, your goal is to collect an email to engage with your potential customer.
In order to do so, you want to incentive your audience through various call to actions on your web site. The whole point is to give something for free… well, almost free. Here are some examples of content you want to promote on your website in exchange of an email :
- White Paper or an e-book around your solutions.
- Invitation to a free event (breakfast, webinars, lunch & learn, conference, workshop…)
- Free trial or 1:1 session with your team
- Newsletter subscription
Your chance to get an email from your audience will highly varies from the quality of the content your share.
Quality vs quantity
Now, you’ll start to get emails, a lot of emails. Congratulations ! But how to differentiate your future client from the crowd? Among all the data you collected, you want to be able to identify the right contact at the right moment. The contact form is here to help you dive into the data and identify the gem. You will be looking at asking a lot of questions to gather the most information straight from the beginning. But think about the customer journey and the experience you’re giving to your audience. You better want to ask a few questions and complement your CRM after a first call rather than make your potential customer run away :
- Clean : your form needs to be clean, short, and user friendly
- Relevant : only ask the minimum you want to be able to start a conversation
- Straight to the point : be clear about what you will do with the data collected and what your contact can expect from engaging a conversation with you.
- Durability : You also want to specify how long you will keep the data within your organization
Data Governance & GDPR
This is where we come to the data governance in your organization. This data you collected ultimately becomes your most valuable asset to drive growth. So you need to protect it. If you are using a CRM like Salesforce, you want to make sure you have a backup and restore strategy. A common mistake among Saas users is to believe the service provider (Salesforce in this instance) is responsible for all things happening to their data. WRONG! Your remain responsible for your data in the end, should you modify or delete data by mistake.
More importantly, the GDPR (General Data Protection Regulation) will be introduced on May, 25th 2018 and will be the most important change in data privacy regulation in 20 years. It concerns every company (not only European companies) managing personal data from European citizens. GDPR introduces the concept of co-responsibility between the data controller (you) and the data processors (salesforce in our example).
Among the fundamental rights implied by GDPR, here is 4 you want to clearly communicate to every person from whom you own data:
- Right to be informed about the data you store
- Right to access, your customer can see the data you have and ask to modify it
- Right to consent what people want to share with you
- Right to be forgotten, in other word, the obligation to delete
Converting web traffic to leads needs to be organic. No more ads, no more direct pop-up and obvious call to actions. You need to rethink your website in terms of customer journey. What do you want your audience to see and where do you want to bring them. Ultimately, you want to drive your potential lead to share with you his/her information through a great UX/UI and relevant content. You need to give to get back something. It’s a fair trade based on mutual respect. Ultimately, this is the best way to make sure that the data you collected from your community is reliable, safe and that your community is willing to share it with you. This is the first step to approach data governance in regards with the General Data Protection Regulation (GDPR) in your company.
About the author
Nova Technologies is a Salesforce partner and integrator based in Montpellier, subsidiary of the SunTseu group, specializing in CRM on Salesforce and Force.com solutions. Nova Technologies supports its customers from the study and consulting phases, through the development of solutions and system integrations, to the Third-Party Application Maintenance. Our team includes Apex developers, consultants, and Salesforce certified functional and technical experts.
Nova Technologies has all the resources you need to improve the management of your customer relationship.
Author : François Brunel, CEO, Nova Technologies