Jan 31, 2022
In Fashion Forum
What is Inbound Marketing? When professionals in the Digital sector talk about Inbound Marketing , we believe that most people are clear about the most important characteristics of this discipline. But, reality tells us otherwise, since today many of our clients are lost when listening to us talk about these issues. What is Inbound Marketing and what advantages does it bring? What are the most important techniques of this discipline? Sales funnels, Buyer Persona, Lead Scoring, Lead Nurturing… I imagine that, in addition to seeing the definition, you want to know the key characteristics and strategies of this methodology. For this reason, today we will seek to introduce ourselves together in the world of Inbound and learn a little more than what can be seen with the naked eye. Or what is more or less the same, we will discover everything that this powerful discipline can do for the strategies of your company or business on the Internet. Content theme menu What is Inbound Marketing? What are the keys to Inbound Marketing? The Buyer Persona, one of the keys to Inbound Marketing What do lead scoring and lead nurturing mean? What is TOFU, MOFU and BOFU? What are the main advantages of Inbound Marketing? Why does Inbound Marketing not depend on direct investment? What is Inbound 工作职能邮件数据库 Marketing? Inbound Marketing is a methodology that is based on the generation of useful and relevant content for the needs of our target audience, in order to accompany them throughout the purchase process, that is, attract them, educate them and convert them into customers in a way not intrusive. Instead of focusing on the sale itself, as more traditional marketing does, this business approach seeks to provide relevant information for the potential customer (or Buyer Persona), so that they take said brand as a reference on the subject. and feel more attracted and predisposed to consume your products or services. This discipline is applied above all to digital environments, although Inbound Marketing can also have its applications in the Offline field. But, to better understand this concept and its different associated techniques, I recommend you do a little "reset" on what you have learned so far in terms of advertising and traditional marketing. This little deletion and new account does not have the objective of diminishing your knowledge on how to reach the consumer, but rather to disconnect from more traditional concepts and techniques of doing it (models frequently based on more intrusive methods and not on what is truly of interest to the recipient of such advertising). This is the process of Inbound Marketing: Inbound Marketing Methodology As you can see in the previous image, the main purpose of this discipline is to connect in a non-intrusive way with people who may be at the beginning of a purchase process for a certain product or service. From there, through the creation of content adapted to their needs, these consumers are accompanied through each of the different phases of the purchase process, until the conversion or final transaction. To, later, try to retain them as customers. What were the origins of this methodology? Something that is often overlooked is that it is necessary to carry out actions in a strategic and truly coordinated manner. And the Online aspect of Marketing does not have to be an exception, of course. This concept of attraction marketing is precisely based on these premises. What are the keys to Inbound Marketing? Good. That said, let's get into what the keys to Inbound Marketing really are or, what is the same, what characteristics it really has. These four are the most important: Its fundamental axis is the creation of relevant content adapted to the context of each type of target consumer. It is not limited to capturing visits, but also allows us to close the circle through lead scoring and lead nurturing. When direct economic investment is reduced, its positive effects do not also disappear. It reduces the cost of lead and customer acquisition, while also increasing the customer lifetime value, which means what the customer gives us during their relationship with our company. Inbound Marketing is not just a synonym for attraction An important clarification. This term is often used as a mere synonym for Attraction Marketing, but they are not exactly the same. In fact, the attraction would be part of the first phase of Inbound , which consists of the generation of content aimed at capturing the attention of the target consumer that we are pursuing. In this sense, there are other phases here, such as the evaluation of the prospects received and their maturation, known as lead scoring and lead nurturing, respectively. Later, I will delve a bit into both concepts. That is to say, the idea of «Inbound Marketing» is none other than getting the attention of those who could be our clients, in a non-intrusive way, and then working on said attention to turn it into a real interest so that they are willing to leave us their data, thus becoming a lead for us or end up buying from us directly. Later, we will take advantage of this data to bring this prospect closer to the client. In short, everything will depend on the phase of the conversion funnel or purchase funnel in which that prospect is at the moment of interacting with our content.