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There is still no known strategy with a greater scope for companies, when it comes to approaching their potential customers, than the creation of a blog within their website. So what works well needs to be implemented.
A good content space allows you to bet on Inbound and make it generate results in the medium / long term, as long as we follow two basic rules:
Offer information and not advertising.
That customers perceive that we provide something of value for them.
Any business can create a blog. In fact, it is a good way for small and medium-sized companies (SMEs) to approach their potential customers in a more profitable and intelligent way than using other more traditional channels.
IF YOUR COMPANY DOES NOT HAVE A BLOG, THERE ARE THREE MAIN REASONS TO CONSIDER TO IMPLEMENT IT:
Establish communication with customers: It allows "active listening" and obtain first-hand information on their needs. In addition, it allows you to significantly improve the website on Google.
Be useful: don't be tempted to “sell” yourself too much. What customers expect is information that answers a specific question or that adds value at a certain time, not that they are sold a product. Avoid advertising language.
Convert potential clients into clients. Valuable content must be designed for all phases of a business relationship. You attract them first. Then you convert them into subscribers. And only later, when they approach you for more information, do you start selling.
A GLOBAL LEADER, A LOCAL FOCUS
Edenred, a world leader in the field of solutions that improve the efficiency of organizations and the purchasing power of people.
The French company is the inventor of “Ticket Restaurant”, a food voucher introduced in Europe in 1962 and later spread internationally.
Present in 42 countries, it combines its experience of more than 50 years of work with the vitality of a renewed brand, seeking to respond to the most essential as well as the most sophisticated needs of its strategic partners.
This includes operations in 42 countries, on 5 continents, with more than 6 thousand employees, 660 thousand private and public clients, 1.4 million affiliates and 41 million users.
The experience and support of more than 30 years in the Mexican market, allow Edenred to provide its services to 30 thousand Clients, 2 million Users and 40 thousand affiliates.
The Edenred Mexico team , convinced of the value of Inbound Marketing, decided to integrate an innovative strategy and start promoting its website as something much broader than a complete catalog of services and customer service.
Setting the standard within their company worldwide, they opted for GROU and its partnership with Hubspot to drive a better integration of marketing and sales.
They decided that the blog would be the new big star of their website .
The new Edenred space was launched for the first time at the end of April this year, when the tactical plan began to be implemented (after the development of the strategic one, which began in February 2015).
Campaigns were implemented to attract current customers and new visitors to the main services of the company.
In almost three months, 4,196 visits and 113 subscribers were achieved.
Some 2,582 visits (61%) search for content in the "awareness" stage, fulfilling the stated objective that the website should be transformed into a means of education and information.
The positioning of the Edenred Mexico website has been significantly improved, increasing qualified traffic.
Credibility was also provided that allows improving the brand's notoriety in a much cheaper way than traditional advertising, allowing the company to now position itself as an expert in optimizing human resources, attracting new talent and managing business expenses.
In just three months, Edenred's marketing team understood the value of content planning and how it should be linked to the Inbound Marketing strategy.
The good level of "engagement" and effectiveness was given, among other things, by the time spent planning the content month by month.
WHY DO WE CONSIDER IT A SUCCESS?
The company recognizes that it has a more renewed website, with a good capacity to attract new visitors and a place where the different profiles of buyer personas can converge.
The benefits do not lie in uniting the audience, but the opportunity to be able to interact more, investigate what the market is like, nurture, retain, know habits and know who is on the other side. All of this results in better strategic decisions for the company.
The data obtained also allows the creation of mailing campaigns with messages according to each business solution offered by Edenred and the purchase stage of each lead.
THE 5 MOST IMPORTANT ACTIONS THAT CONTRIBUTED TO SUCCESS
We design and manage at least 6 different content campaigns.
We optimize ALL the content to rank very well in all search engines.
We made the campaigns become key pieces of content distribution in networks.
More complete messages were transmitted.
It was developed in Hubspot, installed on a server with the company's domain, guaranteeing security and search engine positioning.