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Information July 27, 2020

Inbound or Outbound Marketing? Where to look for performance in 2020?

Did you notice it too?

So-called “natural” lead acquisition sources tend to see their performance decline.

It is becoming more and more complicated to position yourself in Google results on keywords with high search volume.

Social media posts are also struggling to reach the levels of visibility and engagement of 3 or 4 years ago

Recipes that worked see their performance decrease. Why ?

The development of competition is a first element of response.

Inbound marketing has become a mainstream strategy.

Today, it's rare to find a business that doesn't regularly publish blog posts, white papers, infographics, and more.

This competition tends to saturate search engines and social networks.

This observation provides part of the answer , but it is not enough to fully explain the phenomenon of erosion of the performance of so-called “natural” channels.

What if the rules of the game had simply changed?

Let me explain. Natural channels are based on algorithms whose initial priority was to prove to be relevant and useful in attracting users.

Now that users have become captive of the platforms, the balance of power has been reversed . Who can do without Google, Facebook and Linkedin today?

The priority of these platforms is no longer to be used, but to push the monetization of the audience that they have managed to gather.

Their algorithms have reached maturity: they can accurately predict which content will effectively engage which audience… and this now comes at a price.

The bottom line for advertisers: The organic reach of their natural campaigns decreased as the profitability of their paid ads increased.

And now ?

Inbound marketing has revolutionized the way we market.

This strategy still generates the majority of qualified leads for many businesses.

To continue to perform, however, we must follow the underlying trends and adapt to the new rules of the game.

That is to say: develop paid acquisition channels, and return to traditional channels (particularly mailing).

Indeed, Inbound and Outbound are complementary.

Each plays a role and reinforces the other in a new approach that we have developed: the Reach Escape Velocity method ..

ProPhonez Team 0

Information July 27, 2020

What is the flight plan for the Reach Escape Velocity method?

The Reach Escape Velocity method is a new approach to your digital and commercial marketing strategy. It is based on a common language, a method and tools which complement each other and are aligned towards one and the same direction: the ambition for a company to grow quickly and sustainably.

The Reach Escape Velocity method seeks to accelerate the growth of your business by successfully piloting your digital strategy.

We tell you everything about the first of the 4 phases of the Reach Escape Velocity approach: establishing a flight plan!

Define your Buyers Personas

Breaking news : 70% of companies that do not meet their turnover and lead generation goals do not analyze their Persona.

the Reach Escape Velocity method is based on a solid and thoughtful flight plan, based on a good knowledge of your target audience. The latter represents all of your potential prospects that you have not yet managed to identify or reach.

Clearly define your buyer personas. These are your potential customers and therefore as many business opportunities not to be missed. They have a strong sensitivity to the service or product that you are offering in the market.

In order for them to manifest to you, you need to define your persona correctly.

To help you with this process, we've provided a ready-made template for you to download for free 👉 Template Buyers Persona .

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Establish SMART goals

Did you know that 90% of the time, people who set specific goals and challenge themselves achieve higher performance.

Setting goals may seem obvious, however, it was not always easy or systematic in most organizations. The SMART method (Specific, Measurable, Achievable, Realistic, Time-bound) is the most effective for defining relevant and coherent objectives.

The Reach Escape Velocity approach consists in particular of carrying out regular reporting which makes it possible to measure performance with regard to the SMART objective and to detect the right KPIs to achieve it.

Design on the existing

Tearing down to rebuild is not a good strategy on the Internet. On the contrary, it is the best way to reset your natural referencing and start from scratch or almost. The SMART goals you set earlier give you a great starting point for analyzing your current device .

Do I want to generate leads? What is the overall conversion rate of my site? Which pages perform the most? Which ones perform the least?

A regular audit (every 6 months for example) allows you to take a step back, identify opportunities to generate rapid results and achieve your goals .

How to calculate relevant objectives and prioritize your marketing actions?
👉 Discover our free template.

Align teams

And finally, take a final step and align your teams .

When you launch marketing and / or sales campaigns, your prospects / customers expect you to provide them with a smooth experience as they progress through their shopping experience.

smarketing

This synchronization will considerably boost the performance and productivity of your company on two aspects:

On the one hand, the alignment between your Marketing and Sales teams (and / or Support) is crucial to provide in the best conditions, this experience expected by current consumers.

It is now a necessity to hope to build, in the long term, a lasting relationship with your customers.

Having the same DNA between your teams will allow you to send the right messages to your prospects and customers.
On the other hand, this synchronization will have other beneficial effects for your teams. The marketing team will detect and transmit the hottest prospects to the sales teams more quickly and efficiently.

Indeed, detecting the right opportunities at the right time will allow sales to contact them when they are ready to take the act of buying and those who represent a good fit for their business.
Do you want to take a step forward in your alignment?
👉 Discover our Sales / Marketing template , available for download.

This new Reach Escape Velocity method must therefore be based on a relevant and sustainable flight plan. Any company that wants strong growth with rapidity in achieving their SMART objectives must focus their efforts on all axes of the flight plan.

Do you want to know how this new approach can apply to your business and help you grow?

Make an appointment with Jimmy to discuss it ☕

ProPhonez Team 0