The Inbound Marketing allows you to attract customers potential through different tasks such as: SEO optimization, social media strategies and marketing automation. Stop chasing users and get ready to welcome quality users!
What is Inbound Marketing and how can it help your company?
The Inbound Marketing is a digital marketing strategy that focuses on the individual and in to make them feel attracted naturally at every stage of the buying process, like a movie that captivates the audience from the first act to the end credits.
To achieve this continuous and not suffocating accompaniment, it relies on techniques such as content marketing, email marketing, marketing management social networks and optimization of sites web.
Still not sure? We list them below:
Benefits of Inbound Marketing
- Increased web traffic.
- Generation of qualified leads.
- Higher return on investment (ROI).
- Increased customer loyalty.
- Improved brand reputation.
- Reduced advertising costs.
- Improved positioning in different search engines.
Inbound Methodology
The Inbound methodology is based on attract and convert users into loyal customers. But how do we create content adapted to the different channels we have? For get it is performed a research about your audience, your potential customers, their needs, when they need help, among other aspects.
IMPORTANT! Keep in mind that the objective is that your customer perceives value in your brandand it is he who needs you, not the other way around. It's like a nominated film: it must make an impact on the audience and the jury without forcing the attention.
Conversion funnel stages
The conversion funnel is the process a user follows from the moment he/she becomes aware of a brand until he/she makes a purchase, but its use does not stop there.mplementing key actions at every stage to convert that unknown user into a loyal customer.
The funnel consists of 4 stages:
- Attraction: its objective is to generate interest in the user with quality content optimized for SEO, social media publishing and web traffic campaigns with announcementsand the use of keywords in all channels.
- Conversion: at this stage, the aim is to capture the user, The following are used for this purpose forms, landing pages, CTA's. and segmentations in the advertisements.
- Closing: c is soughtonverting the user into a customerby means of customized content for email marketing and announcements of remarketingso it is essential to have the right tools in place to automation marketing.
- Loyalty: customer support is maintained with customized content, after-sales support and the implementation of loyalty.
What is Flywheel? The "word of mouth" of marketing
The Flywheel is a circular methodology that seeks to generate sustained growth by prioritizing the customer experience and the recommendation you can make of the product/service to attract new customers.
This is because the phases are transformed and reduced to three: attraction, interaction and delight
Flywheel Phases
- AttractionThe objective is to capture the user's attention with valuable content.
- InteractionThe user experience is promoted by personalizing the user's experience, generating trust and guiding them at all times.
- Delightby offering satisfactory experiences and exceeding the user's expectations, loyalty is achieved and they become brand promoters.
Now that you know the stages of the conversion funnel it is time to design our strategy for our business.
How to implement an Inbound Marketing strategy?
Same that a movie goes from script to premiere and awards, an inbound marketing strategy has a structure to ensure its success.
Do you know who your Buyer Persona is?
Before offering anything, get to know what type of user you are dealing with, create a buyer persona to design actions focused on results. Of course, your ideal customer is data-driven and not on feelings! So use historical data, conduct a customer survey or use other meaningful data sources, such as GA4.
Remember that it is a dynamic profile that evolves over time, and it is of vital importance to have acontinuous evision of them. In this sense, it is possible that your business may have more than one Buyer Persona, but it is not recommended to exceed 4-5 profiles.
Step 2. Create valuable content
With the Buyer persona defined, you will now be able to create and position valuable content. You will not only better understand your current customers, but also your potential customers and be able to make it easier for them to reach you.
With this, you can optimize your company's resources and focus on the channels and formats that work best for you (blogs, video ebooks, infographics, videos and webinars) to engage and educate your audience. In addition, you guarantee a optimal experience to the customer.
Depending on the funnel phase the user is going to interact with certain content that meets your needs. So consider the following
- Beginning of the funnel (TOFU): offers informative content to attract users.
- Intermediate stage (MOFU): specific content, such as solutions, analyses, comparatives, guides, etc. that generate interest.
- End of funnel (BOFU): this content tries to encourage the user to become a customer.
Step 3. Develop conversion strategies
Once you have analyzed your target customer and their buying process, you are left with a whole amalgamation of tools to make him fall in love with you: SEO, UX design, Social Media, Content Marketing, Social Ads, Email Marketing and a long etcetera.
Already knowing your customers, walk with them along the road and monitors their behavior, needs and possible problems. Remember that a good director adjusts his film according to the audience's reaction, so you should optimize your strategies according to the data collected.
For a successful strategy, the valuable content you offer must be tailored to the Customer Journey of your customers. At this point... do you know what phases a user goes through during the purchasing process?
- Recognition. The user perceives a need and requires information, being the earliest stage in the sales funnel. Your goal will be to offer useful content and possible solutions.
- Research. After having gathered the relevant information, she delves deeper into possible solutions Here comes your value proposal with your product or service.
- Decision. It involves the identification and appraisal of solution-oriented options. Answer: What are the advantages and features of your product?
- Action. It's time to choose... Your prospective customer will make a decision about it, here you will have to convince that your service/product is the best option.
- Loyalty. Keep it going trusting your brandyou, you recommend and, most importantly, buy again when a new need arises.
Step 4. How to measure the success of an Inbound Marketing strategy?
As happens at the Oscars, where everything from direction to editing is evaluated, your strategy must also be analyzed in detail. evaluate your strategy Inbound Marketing, you must monitor several KPI's that reflect the impact of actions at each stage of your funnel, their rand which ones should be optimized.
Some essential metrics are:
- Web traffic analysis. Allows you to see the reach of your content
- Lead conversion rate. Indicates the effectiveness of your customer acquisition strategy.
- ROI. You evaluate the economic impact of the actions carried out
Conclusion
In conclusion, your business will require a certain amount of analysis to put in place an advanced strategy of Inbound Marketing. The dynamization of your content and personalization of your offering will be key in optimizing strategies.
Conversion as such is not a final objective; rather, it is the key to this commitment, lies precisely in the loyalty. This awards season, attract quality users!
Do you want to know more about this strategy? Do you need advice for your business? Do not hesitate to contact our team for everything you need
EN 
MX