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THE 4 PHASES OF INBOUND MARKETING
Inbound marketing has 4 phases: attract, convert, sell, and retain.
Judith Sauch
CEO1.To increase traffic and revenue
The reasons that lead you to implement an inbound marketing strategy can be very different. But whether you want to appear in the top positions in search engine results or need to address a positioning crisis affecting your firm's reputation, you are on the right track. This methodology has numerous advantages.
Benefits of inbound marketing for your business
The implementation of inbound marketing has its advantages and is associated with many benefits. In the following lines, we outline what these advantages are and how you can achieve several or all of them. Ready to transform your marketing vision? Generation of an Own Organic Channel Inbound marketing allows you to create a channel through which you attract new prospects organically, as it is based on attracting your target audience through educational content. This is a different way to promote your company, as it does not necessarily involve the use of paid advertising. Additionally, the content you publish, both on your blog and on social media, will generate continuous and steadily growing traffic. Before Implementation Companies use different channels as sources of opportunities for their business. For example, SEM campaigns, Facebook Ads, the use of a "cold-calling" or cold force commercial strategy, among others.3.AUTOMATION OF PROCESSES
And how can you go from a visit to a closed sale? Thanks to the inbound marketing strategy, it's simple. Once the user has converted, a system can be created in which users are qualified and classified based on their behavior in engagement or the phase they are in or the type of downloads they have made, or the content they consume, whether you want to capture leads from property owners or potential international buyers. For example, we write a post including the download of an International Guide that describes the documentation you will need to buy a property in Catalonia and ask the lead for a series of information that, when completed, will give you a profile of the type of client, what they are looking for, and what they need.
- Geographical data
- Type of property search
- When they plan to buy or travel to Spain
The user lands on content we have created based on the phases that follow in the evolution of the property purchase, Tofu, Mofu, Bofu. From here, there is a downloadable value content that they will obtain by providing data and information that will allow us to know which phase of the process they are in and qualify them. For example, calculators are also another tool of inbound marketing or online assessments, for potential sellers who are in the first phase of sale. In this way, it is possible to achieve a personalized system based on each of the properties we are analyzing. This facilitates the improvement of communications and offers each user valuable content through lead nurturing or the use of specific email chains. The process, which is fully automated, allows us to accompany the registration and ensure that if it fits our buyer persona, it can become an opportunity or a customer.
2.We design our own leads database
After the implementation of inbound marketing. Immediate future
With the implementation of inbound marketing, a new channel for capturing opportunities, the organic channel.
The strategy is based on the creation of a non-branded or educational content blog, which is entirely oriented to solving the problems or needs of our buyer persona.
Through SEO work we will be able to:
- Ensure that the user finds us when searching on engines like Google.
- Make sure they find a result from our blog that answers their search.
- Get them interested in some of our downloadable content.
- Finally capture the data of this user through the download they perform; brand awareness further increases the conversion rate. You may have considered resorting to the purchase of databases to try to capture new opportunities. The fundamental problem with these is that prospects have not had previous interaction with your company. What happens in most cases is that, when contacting them, the interaction may be somewhat "aggressive," lacking the component of willingness. One of the advantages of inbound marketing, thanks to the creation of downloadable content and registration forms, closely related to the posts we write, is that we will be able to capture the user's data in exchange for providing them with the downloadable content they are interested in. And, in this way, the visit has borne fruit. The user has shown interest, clicked on the link, proceeded to download in exchange for their data and now, they are a record in our database
4.IMPROVE YOUR BRANDING AND PROVIDE DIFFERENTIATION AGAINST YOUR COMPETITION
The act of producing educational content, not just branded content, working on SEO, and publishing on social media will increase our knowledge. We will be able to have a greater reach through both channels and thus generate more traffic to the website, gaining brand awareness.
This will result in a higher number of searches on Google by the brand or company name, or direct searches in the search engine. For example, more users will search for "inboundcycle" on Google or in their search engine.
Additionally, even if it is a more technical topic, it is no less important. By publishing content and having more traffic on the website, our domain authority rises. In other words, Google detects our website as more relevant and helps us appear in search results ahead of the competition.
As people discover that your blog is a reliable and useful source of interesting information, they will start sharing it with others. Interactions on social media will become more visible to new audiences, and as people talk about the brand and interact with us, it will reach more people.
One of the keys to any inbound marketing strategy is to focus the blog on the problem or need that the buyer persona has, right from its creation, at the beginning of the project. Therefore, we need to choose a topic that is attractive and of interest to them. The goal is to get the buyer persona to subscribe, to stay updated on the news and content that will be published.Basically, by providing information on attractive and interesting topics for your buyer persona, you will establish a more effective connection with them. In this process, it is not enough to choose the topic correctly, taking into account what information our buyer persona needs to find; it is essential to create high-quality content that truly attracts and adds value.
This way, we can gain blog subscribers who may also become evangelizers: they are likely to help spread our brand and share our content.
Additionally, with the automation system previously explained, we will always offer the user completely segmented and specific content, according to their category or points of interest.
Not falling into spam content or conducting mass communications without segmentation will make the user feel that we are personalizing it and will make them more loyal to our brand. This undoubtedly creates much more trust and closeness with users, rather than overwhelming them with invasive and irrelevant ads.
Another advantage of inbound marketing is that this strategy undoubtedly represents a differentiating element that will make your brand or company stand out and achieve the best possible results, in contrast to those who opt only for outbound marketing.
Inbound marketing represents a new way to promote your products and services, so it could be said to be an innovative methodology that not many have entered, making it an opportunity to accelerate the recognition of your brand.
The advantages we have reviewed in this post are the main ones, but they are not the only ones among all those related to the implementation of an inbound marketing campaign.
How do we launch an Inbound Marketing campaign?
- Define your Smart objectives well.
- Create a buyer persona.
- Draw the Buyer Journey or Customer Journey Map.
- Determine the best platforms and types of campaigns to attract qualified traffic.
- Convert your traffic into leads.
- Convert your leads into customers or sales.
- Measure the results of the entire inbound campaign.
- Foster customer loyalty and encourage recommendations.
DEFINITION OF INBOUND MARKETING
Inbound marketing is a methodology that combines non-intrusive marketing and advertising techniques with the purpose of engaging with a user at the beginning of their buying process and guiding them through to the final transaction.
The main goal of this methodology is to connect with individuals who are in the early stages of purchasing a specific product. From this point, they are guided through the appropriate content for each phase of the buying process and their profile, all in a "friendly" manner, until the final transaction. Subsequently, customer loyalty is fostered.
PHASES OF THE INBOUND PROCESS
ATTRACT
The inbound marketing methodology serves to attract potential ideal customers, with the main goal of increasing sales in a sustained and active way. It is a technique that flips traditional marketing, where companies actively sought out their customers. Now, it's the customers who find the companies.
01
CONVERT
As we will see in the later stages of inbound marketing, this methodology allows the identification of the user's stage in the buying process. Based on this information, companies can take the most appropriate actions in each case to address the needs presented by potential customers.
02
SELL
Once the initial contact with the customer is made, companies hope that the user becomes familiar with their brand and shows interest in their products or services. This doesn't happen in every instance, but a certain percentage of visitors proceed to learn more about the products of the website/brand that has been able to address their search intent.
03
LOYALTY
Therefore, inbound marketing allows the attraction of potential customers with the aim of converting them into leads. Once the user has entered the sales funnel, the chances of them becoming a customer and later becoming loyal increase significantly. Through this methodology, companies can acquire new customers in a recurring and consistent manner.