inbound marketing - a nova forma de se comunicar e conquistar seus clientes
TRANSCRIPT
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INBOUND MARKETINGA nova forma de se comunicar e conquistar seus clientes
Hugo MagalhãesFundador do [email protected]
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As pessoas estão comprando e aprendendo de uma forma
completamente nova. Os profissionais de marketing precisam
se adaptar ou serão extintos."Brian Halligan. CEO do Hubspot
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MARKETING TRADICIONAL
Interruptivo e indesejado
Cada dia menos eficaz e mais ignorado
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ANÚNCIOS NÃO FUNCIONAM COM
MILLENIALS
Fonte: Forbes 2015 - http://bit.ly/forbesmillenials
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NA INTERNET O CONSUMIDORPOSSUI TOTAL
CONTROLE
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Nova estratégia de marketing que busca atrair seus potenciais clientes a conhecer seu produto através de relacionamento e informação, ao invés do tradicional marketing de propagandas e interrupções.
O QUE É INBOUND
MARKETING?
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COMO FAZER?
ATRAIR, CONVERTER,
EDUCAR
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ATRAIR, CONVERTER,
EDUCAR
CONTEÚDO
VENDA
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No Inbound Marketing, é o cliente que procura pela
empresa e não o contrário.
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Inboud custa até 62% menos que o marketing tradicional!
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As 5 fases do Inbound Marketing
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.01ATRAIR
02. CONVERTER
04. VENDER
.03EDUCAR
.05ANALISAR
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Atrair01.
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ATRAIR
No Inbound não existe cliente sem
visitas!
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ATRAIR
Primeiro passo: aumentar o número
de visitantes.
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Sempre gerar conteúdo embasado e
legitimamente interessante.
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ATRAIR
Mas como atrair mais visitas?
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BLOGO GRANDE PROTAGONISTA
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SEOSER ENCONTRADO
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SEOSer facilmente encontrado
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LINKS PATROCINADOS
ESTAR VISÍVEL
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LINKS PATROCINADOS
Search
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LINKS PATROCINADOS
Rede de display
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LINKS PATROCINADOS
Facebook ads
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SOCIAL MEDIASER RELEVANTE
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SOCIAL MEDIA
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Converter02 .
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CONVERTER
Transformar visitantes em leads
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CONVERTER
LEAD?
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CONVERTER
LEAD: Contato com
potencial de compra.
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CONVERTER
Oferecer materiais ricos em troca de mais informações
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CONVERTER
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LANDING PAGESCOME TO ME, CUSTOMER!
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A IMPORTÂNCIA DAS LANDING
PAGES
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A IMPORTÂNCIA DAS LANDING
PAGES
Foco total em conversão
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A IMPORTÂNCIA DAS LANDING
PAGES
Call-to-actions
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A IMPORTÂNCIA DAS LANDING
PAGES
Formulário
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A IMPORTÂNCIA DAS LANDING
PAGES
Títulos e textos
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A IMPORTÂNCIA DAS LANDING
PAGES
Dobras
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A IMPORTÂNCIA DAS LANDING
PAGES
O que oferecer nas landing pages?
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A IMPORTÂNCIA DAS LANDING
PAGES
Ofertas diretas
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A IMPORTÂNCIA DAS LANDING
PAGES
Ofertas indiretas
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A IMPORTÂNCIA DAS LANDING
PAGES
Ofertas indiretas
Conteúdo sempre rico. E-books, planilhas, webinars, aulas gratuitas.
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Educar03 .
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EDUCAR
Nem todo cliente em potencial está no
momento de realizar uma compra
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EDUCAR
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EDUCAR
Apenas 3% do mercado está buscando
efetivamente comprar
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EDUCAR
O SEGREDO DO SUCESSO DO
INBOUND
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EDUCAR
Identificar o estágio do seu lead e criar interesse em seu produto, fazendo-o evoluir na
jornada de compra!
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ETAPAS DA JORNADA DE COMPRA
INBOUND MARKETING
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EDUCAR
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EDUCAR
Reconhecimento do problema
Sinto febre, dores na garganta e todo o
corpo. O que há de errado comigo?
01 .
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EDUCAR
Consideração da solução
A-ha! Tenho uma infecção de garganta!
Quais são minhas opções para aliviar ou
curar meus sintomas?
02 .
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EDUCAR
Decisão de compra
Posso procurar um médico ou ir a um pronto-socorro. A
consulta é cara, mas é coberta pelo meu
plano.
03 .
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FORMAS DE EDUCAR E SE RELACIONAR COM UM LEAD
JORNADA DE COMPRA
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EDUCAR
E-mails promocionais
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EDUCAR
E-mail marketing
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EDUCAR
Automação de marketing
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EDUCAR
Nutrição de leads
Respeitar o interesse de cada lead e fazê-los andar na
jornada de compra
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Quando o lead está preparado e decidido a comprar, É HORA DE VENDER!
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Vender04 .
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VENDER
Etapas anteriores geraram oportunidades reais de negócio.
É preciso convertê-las!
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VENDER
Lead scoring
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VENDER
INBOUND SALES
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VENDER
Atuação direta com leads qualificados, utilizando
ferramentas baratas e eficientes
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VENDER
MAIOR CONTROLE SOBRE O TIME DE
VENDAS
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VENDER
REDUÇÃO DE CUSTOS
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VENDER
ALTA CONVERSÃO
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VENDER
FERRAMENTA DE CRM
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VENDER
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Analisar05 .
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ANALISAR
Grande diferencial do Inbound: facilidade de
levantar e analisar métricas
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CONVERSÃO E ROIALL THE TIME
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ANALISAR
DIRECIONAR AÇÕES DO TIME DE MARKETING
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ANALISAR
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E AGORA? COMO IMPLANTAR?
INBOUND MARKETING
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DEFINIR O OBJETIVO01 .
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DETERMINAR E DETALHAR O PÚBLICO ALVO
02 .
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ELABORAR CONTEÚDOS RICOS
03 .
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ELABORAR PLANO DE NUTRIÇÃO PARA QUE SEUS LEADS AVANCEM
04 .
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ESTRUTURAR O TIME DE VENDAS
05 .