From Inbound Marketing to Social CRM in the B2B environment

How is it possible to start from simple content to culminate in greater social knowledge of clients or prospects? Focused on a B2B approach, we see some key practices of Inbound Marketing, with the main objective of achieving records through content, in order to increase the 'social' knowledge of the customer and thus improve the relationship of the company with them through Social CRM.

SEO as the first point of contact in Inbound Marketing B2B
In the first place, if we start only from the generation of content (without associated online advertising campaigns that achieve greater dissemination), we must bear in mind that the SEO, in large part, will be the first gateway or point of contact with our readers / customers / prospects, although later may use other channels of dissemination of content such as social profiles or newsletter mailings.

Although it may be obvious to say so and is an aspect that we already discussed when talking about the differences between Content Marketing and Inbound Marketing, the essential basis for creating that content will be to know deeply the target audience we are going to address. Know the concerns or needs for the day to day of your company, regardless of the size it has and, after that, conduct a SEO study to generate and present our content (keywords, labels, categories …) in the most optimized way possible, thus achieving the correct positioning.

Personalize messages to increase the capture of records in Social CRM
After structuring the themes according to the target audience, it is also necessary to know what type of user accesses the content to display the CTA (Call To Action) registration adapted to their specific characteristics. It will not be the same to go to a reader who arrives for the first time, to a reader who returns having already registered cookies or to a user who surfs regularly and who has been able to leave us some profile data.

This is why certain criteria must be taken into account (texts, colours, sizes…) when creating "calls to action" and personalising them as much as possible in order to achieve the final objective, which will be none other than capturing the user's data.

On the other hand, in addition to the different elements that make up a CTA, it is also necessary to think about the different formats or technologies available and adapt them completely to the user to be as minimally invasive as possible depending on their browsing habits.

Providing incentives that add real value to B2B strategy
Since the goal is to get user registrations, we must earn their trust and offer them valuable content beyond the simple reading of articles so that the time to leave their data or perform 'Social Login' is really worth it.

If we simply request the user's email address or access to social profiles, we cannot expect the user to leave us without receiving something in return. And in order to make it possible for the reader to allow us to access his profile data, it is necessary to ensure that the incentive we offer is simple to consume, as well as being as practical and exclusive as possible.

Imagine, for example, a project focused on SMEs. Will it be invasive for the managers of these companies if we ask them to register in order to offer, in exchange, information on personalised tax payments, contents of their most necessary topics for everyday life, practical process whitepapers or registrations for events exclusive to their sector? The answer is "NO" as they will leave their data in exchange for useful resources.

On the other hand, if with the practical content as a starting point we create a parallel community to expand information, discuss issues, resolve issues of the managers of these SMEs, it will also be a perfect excuse to apply for registration to this community through 'Social Login' and in return receive a really useful environment to talk and solve their day-to-day problems together with similar people.

These are just a few examples of relevant content or functionalities that will earn us the right to receive profile data from our readers in the B2B environment, seen as customers or prospects.

Facilitating Social Login is an advantage for Social CRM

Why should we try to get the user to register through 'Social Login'? The answer is simple: because that access will be the base that will allow us to develop the Social CRM strategy later on.

  • Some of the main advantages of achieving registration through 'Social Login':
  • Since the environment is Business to Business, incentivizing the login through LinkedIn will allow one click access to the most interesting data strategically: position, sector, company, company size …
  • The process is simpler than filling out a form (only two clicks are needed) and in this way you can increase the ratio of records.
  • We will obtain data of professional interests linked to the consumption of contents and navigation around the themes of our project.
  • It allows rewarding through CRM Loyalty actions to the most active users or those who help most in the communities.

Link Social BBDD with CRM to increase customer knowledge.
Finally, and in order to take full advantage of what Social CRM offers through social data obtained through a content project, it will be essential to connect this database with the existing one in each company's CRM system.

In order to do this, it is necessary to know from the beginning the structure of the original CRM database and to adapt the fields of the social database that we will achieve through the content project so that the linkage is carried out in a correct way and allows to broaden the knowledge about the specific clients that already have as well as the new prospects obtained.

Once the structure of origin is known and the fields that will be collected through the 'Social Login' have been adapted, it will be necessary to machear/connect with the CRM database that the company has in services such as Salesforce and Zoho, open source solutions of the Sugar CRM type or any valid alternative of the existing ones in the market.

Once this connection has been implemented, the company has managed to increase the knowledge of its customers in the B2B environment, enriching its database with information from their professional social profiles.

And what to do with this new information associated to your existing clients, as well as with the data acquired from the prospects that have initiated the relationship with the company through this type of projects?

The possibilities are wide, but will always be related to:

  • Improvements in future communications: Through new dynamic channels that give greater control to the current or future customer and allow the company to learn to innovate continuously in the relationship with them thanks to the nature of new communication tools and environments.
  • Optimization of loyalty programs: Thanks to the contributions made by the clients themselves or prospects in the communities and focusing on their professional needs that are extracted from the consumption of content or social data, it is possible to offer products or services that solve their specific needs or problems in the business environment.
  • Personalization in customer service: Regardless of whether we are moving in a B2B environment, behind the business there are always people and the Social CRM in ATC, through this greater knowledge of customer preferences, can provide a more humane and closer than traditional methods.

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