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On 19 May, the event we were all waiting for began: The Digital Marketing Online Forum, with several sessions, all online, in which 30 of the great professionals from Spain of Digital Marketing meet, to explain first hand their Experiences in this field. The first sessions focused on how to develop a digital marketing plan. Pere Rosales began with a session in which he gave the guidelines of "How to develop a multichannel digital marketing plan".

Then, in four sessions were presented several cases of brands such as Coca-Cola Spain, Starbucks Spain and Portugal, Paladium Hotel Group, McDonald's Spain, Diputación de Alicante, etc.

In this first article and three others, which we will be publishing in this blog, we will summarize these four sessions given by speakers of the stature of:

Beatriz Navarro: Director of marketing and communication at Supersol.

Guillermo Rodríguez: Director of social media at Palladium Hotel Group.

Sertxu Sánchez: Social Media Strategist at McDonald's.

Mayte Vañó: Social Media Strategist in Provincial Council of Alicante.

Before proceeding to detail each case, comment that you can use the hash tag #FOMD to follow the event. If you have not yet registered, you can do so here before 5 June, the day the Forum ends (all sessions are recorded and you can listen to them in a deferred manner).

In the talk she told us her most entertaining work in the chain of Starbucks Coffee in Spain and Portugal and in the Supersol chain, in both companies had (Starbucks) and has (Supersol) the work of Marketing Director.

He began the talk, commenting on things as basic as the new technologies have changed the order of things. Before it was the adult who taught the young man and now it is the other way around, and with this has changed everything, thanks to social networks and the Internet.

Social networks are a new place where we are close to the customer, to whom we can talk about you, to make the communication of the mouth / ear but on the Internet.

Customers, before buying a product usually what to do is to be informed on the Internet (70% are known to trust the opinions of others before buying) and if you are convinced what you read, you buy (online or offline).

Brands should meet at the moment of "truth" when the customer is looking, in Google, or in social networks something similar to what they offer.

As much as we are a great company with a good publicity display in conventional media (TV, radio, outdoor), if we do not care what is spoken of the brand beyond these means, we can have a big problem.

The good thing about social networks is that they are 100% free, instant and are booming, anywhere on the planet, so not being, is a serious mistake. That does not mean that digital communication is free and does not require effort.

It is said that social networks are to communicate with the consumer, they do not serve directly to sell and we cannot be thinking of selling all the time, it is talking, creating a community, listening. Ultimately generate a trust and a continued presence, so that when our follower makes the decision to buy, buy from us.

Keys to the Social Media Strategy of Starbucks Coffee and Supersol

These are the key points highlighted by Beatriz on the Social Media strategy of Starbucks Coffee for Spain (and Portugal) and the Supersol chain. You can draw your own conclusions to apply to your business:

·         Give the customer a voice (with surveys, directly in social profiles ...).

·         Always listen to the customer (they can give us great ideas).

·         Always seize the opportunities and decide quickly when the case occurs.

·         Offering unique things (here it depends on what our business is).

·         Be prepared for criticism (from a review we can get satisfied customers if we do it well).

·         Count things that do not know about our brand (things exclusive to fans).

·         Learn from mistakes made quickly.

·         Make fans part of our brand.

·         Give updated information of the brand.

·         Use new media (to publicize and serve customers, always in less time than 24 / 48h).

·         Evangelize the management team (explain why it is worth investing time and money in social networks, training them).

·         Make promotions with fans.

·         Know how to carry and mix the media on and off line.

·         Retry your users.

·         Take advantage of the differences of the target.

·         Be in the trend of fashions to launch our products with them.

·         Monitor, monitor and monitor.

·         Schedule (have a content planning in social networks).

·         Take advantage of brand employees.

·         Be personal (each brand has a personality).

The number of fans and ranking place is not the most important; having a customer is having a treasure, so the most important thing is to listen to the customer.

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The key to inbound marketing is its profitability if we want our business to be sustainable over time, that is, we can generate sales and capture prospects in an increasingly profitable way and is that there is still the debate on how to generate profitability from the generation of content. In this post I have the objective of providing an explanation as to why, effectively, digital attraction marketing brings together premises of profitability. USA App Development

Broadly speaking, we can speak of two great reasons that are really easy to understand:

Independent results of direct investment

On the one hand, inbound marketing or attraction marketing is based on the use of online marketing techniques that do not require direct economic investment in platforms, as would be the case of Google Ad words, an eminently outbound technique.

Inbound-marketing

An example of this would be a blog. While it is true that opening a blog and posting requires time and dedication, if we stop posting we will lose positioning in Google, but our content will remain and will continue to provide visitors and the ability to achieve what we call leads.

That is, inbound marketing is focused on content marketing, that is, on the correct implementation of a strategy for generating relevant content for our target audience that, once created, remain the time in digital environments, managing to sustain the Possibility of obtaining results independent of direct investment. The idea is that the content we generate remains forever and with it the options we have to generate opportunities and even sales.

Classification and treatment of leads

The first point is great. It paints very well. And, besides, it has all the logic of the world. But what happens when we already have prospects or leads? What do we do with them? That was the following reflection of Brian Halligan and his partner USA Website Development, creators of the inbound marketing concept and founders of the Hub spot attraction marketing tool. They then realized that they had to classify the leads according to their proximity to the company's goal - usually the sales achievement - and then apply them accordingly.

Inbound marketing In this way, depending on whether a potential customer was closer to or farther from becoming a customer by filling out a form on a landing page or asking a question in the Facebook fan page, to give two examples, they would be given One response or another. These two phases of the back of the inbound marketing strategy are known as lead scoring and lead nurturing.

For this, there are different tools of inbound marketing, USA SEO some of which are focused on B2B strategies, others are aimed at B2C and others meet both needs. The idea is to see the real need to automate the marketing we have and choose one of them. Notice to marketers: they are not cheap, so it is highly recommended to establish the strategy first and then proceed to choose the software, which is certainly necessary if we have a large volume of incoming leads or generate numerous sales each day ( For example, the case of an online store).

So these are the two main reasons why inbound marketing brings real value and profitability.

Lead cost ends up being 0 in inbound marketing

Having said that, I would now like to set out a third weighing motive, which is actually derived from the two mentioned above. It is none other than the fact that if we use a well-planned strategy based on attraction marketing; the cost of the leads we generate is tending to be 0. The reason is twofold:

• Firstly, despite the fact that we have to make an initial investment in everything that entails a content strategy, such as someone who believes them (we can order them) if we do not do it or start a blog - for Cite two examples-, the truth is that, as I said before, when the content is already created on the internet, it does not disappear. For this reason we will not be slow in amortizing the initial investment - especially in time -, so that in the medium term we will be entering leads whose achievement will be practically free.

• On the other hand, there is a concept that is key to understanding the value of inbound marketing. Recall that, in previous lines, I talked about the lead scoring and the lead nurturing, which is not if not an intelligent way of applying CRM concepts, that is, of customer relationship. Therefore, if we get the customer to repeat purchases, to buy other products or to contract new services with us, we will be focusing on what is known as the Lifetime Value of the customer, that is, what brings us in its life as a customer (The money that brings us). And the way in which we will be influencing it is, of course, is contributing to increase it.

In short, as we have seen, inbound marketing brings real value and profitability to companies. It is a matter of adequately formulating the strategy and taking into account the medium-long-term vision.

As we have seen, this theme has many aspects and is really interesting. In fact, some say that companies that do not use inbound marketing will not be able to survive in the long run. In my opinion, it depends a lot on the case, but the truth is that starting from a vision of attraction marketing is always positive and there is no doubt that it allows the sustainability of the strategy of attracting leads and generating sales In digital environments over time in terms of profitability.

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