For this reason, we must come up with good strategies to become the best option for our potential clients and that they choose us among our competition. With this introduction, we go deep into Inbound Marketing.
What is Inbound Marketing?
Formally, it is said to be a NON-intrusive methodology that focuses on attracting customers with quality, useful and attractive content that solves the problems of potential buyers.
The philosophy is that the more content you have that meets the needs, the more they will seek you out.
It is based on the 4 Cs : Community, Content, Conversation and Connection .
Components of Inbound Marketing
As we have mentioned, content creation ( content marketing) is very important , but it is not the only component. Social media will help us multiply its impact by attracting the public and creating a loyal community. Finally, automation actions will help us measure and optimize any action we take in our strategy, in addition to helping us saving .
In addition, when we generate good content we are working our organic traffic that will give us long-term results without having to invest in paid campaigns.
Phases of Inbound Marketing
The phases would be the following:
1. Customer acquisition
Attract visits : turn strangers into visitors to your website. Our goal is to achieve the maximum possible traffic (visits to the web) of potential clients interested in our product.
We do this using content marketing , mainly with a blog and good social media management , publishing content of high interest to our brand’s followers and using specific keywords.
2. Conversion
Convert customers : make visits become leads (followers). We achieve this by adding forms to our website, creating specific landing pages and calls to action, the objective is that the client does not leave our website without leaving us at least their contact information.
3. Closing the sale
Close sales : convert leads into customers. Once we have achieved a lead, we integrate it into a CRM (customer relations database), we introduce it into our workflows or sales funnels and we channel it until the sale is closed.
4. Build customer loyalty
Delight with our best service : that customers become true ambassadors of our brand and even recommend it. We can achieve this by inviting you to events, offering promotions for customers only, with very good customer service, etc.
How does the customer behave in the digital age?
In the digital age, the customer is more connected than ever and always carries your business in his pocket. He uses the internet constantly, either to consult existential doubts on Google or to gossip on the social networks of his colleagues and friends. You are eager to find reliable information on the internet and demand offers and messages tailored to your needs.
Hence the importance of studying well what is the purchase motivation of my product (what problem does my product or service solve? What purchase motivations do my potential customers have?). It is also very important to adapt our website to mobile phones and tablets (responsive design).
How does Inbound Marketing affect the purchase decision?
Every person who is faced with a purchase decision goes through 3 phases , which can last more or less depending on the person: The recognition, the consideration and the decision .
Recognition of the need
In the recognition phase, the person realizes that they have a need. You may discover it while reading online, watching videos, browsing Facebook, etc.
Purchase consideration
When in the consideration phase , the person wants information to help them decide. You will see guides, ebooks, comparisons, product sheets, etc. will be downloaded.
These two previous phases can only be monitored online, so if you do not have a professional website you are missing a great opportunity to analyze consumer behavior .
Purchase decision
Finally, at the decision stage , testimonials, calculators, reports, and offers come into play.
The conclusion of this is that, knowing that the client goes through these 3 stages, we must facilitate each phase so that they are more receptive to our brand and products.
It is important that our brand has a presence in forums, social networks, events … to:
- Connect with people of common interests.
- Share ideas and experiences.
- Prescribe and market products.
What is Lead and why is it so important in Inbound Marketing?
A lead occurs when a person shows interest in acquiring a product or service . The person is willing to complete a form in order to have access to certain information or a service. When we obtain a lead we can obtain a traceability of the user’s behavior on our website.
Cultivate leads
It is important to cultivate leads, in such a way that we maintain a relationship with our contacts until we perceive that they are willing to buy. In this way, a natural and careful dialogue is produced with a commercial objective, but not invasive .
Consequently, we reach the client in such a way that it seems that it has been unintentional, we offer him content with information of great value for him and finally we accompany him until he leaves our website with our product and a smile that will attract more clients.
And what has happened to Outbound Marketing?
Selling to a stranger was possible but it gets worse every day . Some of the most common outbound marketing actions are mailboxes, cold calls, emails, advertisements on radio or television, which are less and less profitable.
And the point is, no one marries a stranger anymore. A person receives, on average, 3,000 outbound marketing hits a day , so they increasingly need to omit more information and focus more on what they really want to find. People’s behavior has changed, we are ignoring traditional marketing techniques that just want to “SELL, SELL and SELL”.
Inbound Marketing Conclusions
In the digital age, traditional sales techniques are not worth it, we have to innovate and give love (content, dialogue, connection) to our potential customers. You have to bet on quality content, promote it on social networks and work to give each client what they need at all times.
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