Mentally somewhere else..

...and looking for motivation

Oh yes, it was only a Monday. I can be maybe a little more merciful to myself. "Breath, girl. You can handle it." I told myself for a reason. First of all, imagine waking up at 4am for work and then straight to school. Thats how my early morning started. And I really had some hard time at work trying to stay awake with 4 hours sleep. I was exhausted. Well not every day can be that good. There has to be a hard days so we appreciate the days when life smiles to us. But proudly showed up to lectures and listened speakers advices. I felt that these subjects are important and strongly related to our future business career, at least mine because I'm keen to work with advertising and I got a lot of useful information. So we had two guest speakers on Monday. The day started with Mercy Maina, Digital Marketing Manager from Euroloan telling us about SEO, Google Analytics and Adwords. She has a great knowledge and she is really an expert of what she does for living. One topic was inbound marketing which is really effective and efficient this day. We have heard this word couple of times during our digital business course so it start to be clear by now. Marketers have traditionally used outbound marketing such as telephone sales, direct marketing, TV, radio and print advertising, as well as trade fairs to attract interest in the customers. The way people buy and consume content has changed, and power is no longer advertisers with the most money available. One part of the change is improving the marketing and allocation, as the customer's purchase path need to get involved in marketing effort even before the buyer is ready to make a purchase decision. Since the change has brought the opportunity to make a comparison and to share opinions and tips on a global scale so has the power shifted from companies to customers, when buying process do not manage any more companies says Anniina on her theseus about examination of customer-driven marketing. I definitely agree with that. Consumers are constantly looking for answers on the Internet, so we can forget using outbound marketing and focus more for inbound.

Inbound marketing is a well-implemented very effective and to succeed, it requires the following things:

-- know the problems of your target audience 

-- know who they are and how they buy 

-- be able to produce them a helping and engaging content 

-- the contents are easy to find and accessible 

-- the dialogue with the buyer continues to effectively

-- after creating a connection repetitive laborious process are effectively automated 

-- marketing and sales joint process is effective

Inbound is effective because the buyer has consented to the marketing and know how to wait for it. Inbound marketing means capable to keep better care of the customer, and leads to recommend the company forward acquaintances. A successful inbound marketing is that customer therefore recommend our services based on successful customer experience. Also this requires the creation of a positive customer experience, and not only can be just the sum of sales and marketing. Inbound marketing strives to ensure that the customer ends up a couple of useful information provided by the seller, while he is looking for information about social media and search engines. This is for both parties a fair trade-off: the buyer gets useful content, and the seller receives the detected potential customer. Customer receives the necessary information for what she/he has been looking and the company gets new client and visibility. Inbound marketing is also very focused and directed, as well as just the right stage of the purchase process. Good inbound marketing content could be various blog posts and news articles with one page explains the industry an important issue. Inbound marketing network planning to pay special attention to control of visitors and create a unique user experience. The idea is to help customers succeed in their lives. The important thing is to help and be relevant. Jani is skilled with inbound marketing more deeply and says on his essay the following: Inbound marketing is not a campaign. It is the attitude and the adoption of the angle. Making is therefore a constant where the user experience matters the most.

Different steps of inbound marketing:

1.Attract: First of all wake up the interest. The most important mean is to attract the right people to your site using such as blogging, social network activity, as well as the website user and search engine optimization (SEO).

2. Convert: Once you've attracted the right people to your site, the next step is to convert these visitors into customers by collecting information about them. Converting tools are, for example, Call-to-Action links, landing pages, or Contact forms.

3.Close: Now, customers will need to get more into us and use our services by creating a workflow, e-mail and making use of customer relationship management (CRM).

4.Delight: Time to keep current customers satisfaction by providing them with personalized content and regular customer satisfaction surveys. Inbound company to maintain contacts as well as to delight and help the customer, which includes consider to social media content.

The most important thing about inbound marketing is the fact to know and identify the customer. In order to create attractive content buyers, need to understand what they are interested in and what are their needs? What is your target customer problem that you have to offer a solution? Who are your customers? What they do for living? How is the lifestyle? We need more detail information about the client and its methods in order to create a buyer personas, which helps us to separate and divide different customer types. You cant write an effective marketing message, if you dont know who the target person is thoroughly. Buyer personas are there to help you out to understand the target audience and to clarify the various types of buyers. Buyer personas are considered the cornerstones of inbound marketing, as properly prepared buyer personas will help companies to communicate with the customer in the right way, which is useful and valuable to customer itself. Buyer personas in building should utilize all available and existing information.

The data obtained from existing customers and also different digital tools to help you track customer use of our website. Among other things, Google offers a free tool (Google Analytics) to see the number of visitors and the most popular items on the website. Also, Facebook Insights let you see exactly useful information for your business page, or followers. The largest and best-known marketing automation systems provide, for example, HubSpot. Hubspot is a great digital tool to follow and gain data to improve the hole online marketing content. HubSpot Marketing software enables to create, automate, measure, and optimize all of online marketing in one place. Generally speaking, I can say that inbound marketer's main tool is a marketing automation system. New types of tools is possible from one system to do things that used to require each separate system or application. Key features include marketing automation, analytics and optimization, publishing, CRM and lead management. Marketing automation enables more effective marketing, but above all added to the understanding of the customers. These are cost-effective ways to track customers. Market recearch, surveys and interviews will also help to create buyer personas. One good way to gather information to support the marketing of personalities is to interview and analyze clients' experiences, as well as behavior, and on the basis of this knowledge to try to understand the trends or repetitive behaviors. Some great tools are telephone interviews, feedback forms, information on the company and the customer satisfaction surveys. The most important thing is to gather information about the customer, but not only general stuff, such as age or gender, but rather encompass purchasing needs, interests and challenges, which are trying to be solve out. And when you have all the valuable information of the target group, you can take advantage and create profiles using digital tools. So again we are talking about digitality whereby it gives lots of opportunities to improve the hole business content.

Search Engine Optimization - SEO

SEO means that web services and their contents will be built to rise well as the search results. The goal is usually to get the desired web page search results top and user to choose the webpage. Search Engine Optimization process is to search for the company's core business and generate keywords. The key words are utilized where appropriate, and the name of the page that an appropriate amount headlines (main and intermediate) and the body text. So the most important thing is to know how to use words that are strongly related to you and the hole complex you are offering. As more attractive content of the description is, the more likely publisher gets contact from user. In practice, the more relevant the search engine optimization is the name of optimization. Search engine optimization aims at the best possible web site search engine visibility, which the service or product offered by the site also tend to sell better. Also active publishing and updating improves visibility and findability. Google ranks websites it more credible, the more active, broader and more diverse they are published. Search engine optimization rules include: Publish a lot, often and a variety of things such as text, pictures, videos, links and documents. and you will certainly be found.

But sad true is here. Tomorrow we are facing monday again. Cant help it, gotta accept it.