inbound marketing pentru industria auto (1)
TRANSCRIPT
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Inbound Marketingpentru industria auto
Inbound marketingul genereaza cu 54% mai multe lead-uri
la un cost cu 62% mai mic decat metodele traditionale de marketing
(Studiu Hubspot)
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Evolutia procesului de achizitie (Controlul Informatiei)
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Astazi, consumatorii controleaza informatia
The Age of the Consumer
61% din oameni cerceteaza online un produs inainte de a-l cumpara (sursa Interconnected World: Shopping and Personal Finance, 2012)
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Abundenta informatiilor si lipsa atentiei
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Declinul tacticilor intruzive de marketing
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Alternativa : inbound marketing
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Inbound marketingul este despre continut...
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...Si context
Inbound marketing = marketingul pe care consumatorii si-l doresc
Publicand continutul potrivit, la locul si momentul potrivit, marketingul devine relevant si ajuta consumatorii sa isi rezolve problemele, nu ii intrerupe.
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Metodologia de inbound marketing
Vizitatori Leaduri
ClientiAmbasadori
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Inbound marketing funnel
Atrage consumatorii prin blogging, SEO, social media, PRweb
Converteste consumatorii in leaduri prin oferte de continut, landing pages, formulare
Inchide leadurile in clienti prin lead nurturing, marketing automation, workflows, continut personalizat
Transforma clientii in ambasadori de brand prin client nurturing, social media si continut personalizat
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7 principii inbound de aplicat in industria auto
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1. Ajuta, nu intrerupe!
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Consumatorii evita din ce in ce mai mult reclamele platite si cauta in mod activ raspunsuri la intrebarile lor
Niciun dealer de masini nu apare in primele 2 pagini Google
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2. Ofera continutul potrivit, in momentul potrivit
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Dezvoltarea continutului in functie de etapa in care se afla cumparatorul in procesul de achizitie
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3. Conecteaza-te cu prospectii intr-o faza incipienta a procesului de achizitie
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Folosirea call to action-urilor diferentiate
90% din vizitatori nu sunt inca pregatiti sa cumpere, aflandu-se intr-o etapa de cercetare.
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4. Incepe o comunicare bi-laterala
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Consumatorii vor sa afle raspunsuri in timp real la problemele si framantarile lor
Niciun reprezentant auto nu a intervenit pentru a-i oferi o solutie
VS.
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5. Gandeste multi-channel
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6. Dezvolta relatii cu prospectii tai
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Acompanierea prospectilor catre achizitie prin lead nurturing
*Procesul de decizie in industria auto dureaza in medie 4 luni
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7. Aliniaza eforturile de marketing si vanzari
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Contactarea lead-urilor calde la momentul potrivit
Lead Scoring
Lead Revisit Notifications
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Multumesc !
Andreea MoisaManaging Director @Beans United
Contact :[email protected]/in/andreeapirsan0724 571 033