We all know that the ultimate goal of any company is to sell. And industry is no exception. But, in reality, getting more customers is not an objective in itself. What we should be concerned with is how to achieve it and, to do so, it is essential that we know our sales process well.
Industrial Marketing is a results-based marketing
We are not going to sell to someone who does not know us, and even less so in the long and complex industrial purchasing process , to someone with whom we do not have a certain relationship. That is where we must concentrate to identify and pursue our objectives.
The Inbound Marketing Process
When we apply the Inbound methodology to Industrial Marketing we find owner of cell phone number free philippines are very clear about the areas in which we are going to act:
First, we will focus on attracting users to our website to increase our visibility.
Secondly, we will improve the site's conversion rate to ensure that as many of these visitors as possible become leads .
Thirdly, we will use these contacts to establish the necessary relationship with the potential client and, in this way, understand the best way to help them solve their problems thanks to our products.
Fourthly, we must retain these customers and transform them into advocates for our company.
Seen this way, it seems easy to quickly define the objectives of each phase: we look for visitors who become contacts who then become clients who, finally, prescribe us.
The problem is that this approach is too generic and we cannot base our marketing actions on such vague proposals . If we want our strategy to make sense and, even more importantly, allow us to accurately measure its profitability, we should be much more specific.
Measure to improve
Physicist and mathematician William Thompson, Lord Kelvin , made famous the saying that what is not defined, cannot be measured; what is not measured, cannot be improved , which has been repeated like a mantra among business analysts around the world for years. And he was right, of course. Because the lack of definition is often behind the failure of many strategies.
Why? Because a vague and imprecise objective does not help us to propose concrete actions to achieve it. We know that one of the keys to success in any digital marketing strategy is to improve the visibility of the company through search engines, but... how much? Through what means? Because organic positioning does not have the same cost or timeframe as AdWords campaigns, for example.