“People don’t buy what you do; they buy why you do it. And what you do simply proves what you believe”.
By Simon Sinek.
The Inbound methodology is the best way to convert strangers into clients and promoters of your company.
In this article we review what Inbound is, what are the stages of the methodology and how to implement it in your company.
What is Inbound Marketing?
Inbound marketing is a strategy based on attracting customers with useful, relevant content and adding value in each of the stages of the buyer’s journey.
With inbound marketing, potential customers find your company through different channels such as blogs, search engines and social networks.
What is the difference between Inbound Marketing and Traditional Marketing?
Unlike traditional marketing, the inbound does not need to strive to attract the attention of potential customers, since by creating content designed to address the problems and needs of your ideal customers, you will attract qualified prospects and generate confidence and credibility for your company.
The world has changed considerably: people no longer live, work, buy or consume in the same way as they did a decade or two ago. However, companies still intend to do marketing and sell as they did in 1999. People have changed their way of communicating and interacting in a radical way. The Internet and digital communications have managed to create a new conversation space and like it or not, traditional marketing as we know it, is on the verge of disappearing.
This is where it becomes relevant to find new strategies such as Inbound Marketing. Inbound Marketing is a more effective way to attract, engage and please customers.
It’s about offering value in a non-intrusive way, unlike traditional advertising, so consumers do not feel that the goal is to get sales. With the inbound techniques, your clients approach you and with the outbound you are the one who must find them. In the first case, the key is to create quality content; and, in the second, in the budget.
What are the stages of the Inbound methodology?
The methodology of Inbound Marketing is based on different phases, we explain each of these below:
To generate traffic, you must use different resources such as content marketing, SEO techniques, social networks, PPC, etc. It is important that you do it according to strategic planning to achieve results.
The idea is not that all users visit your website, but that we focus on attracting those who are more likely to become sales opportunities and, finally, satisfied customers. How to do it? To get the attention of the right customers, you must offer them relevant content at the right time (that is, when they are looking for that content) .2) Convert:
Once you have managed to attract visitors to your website, the next step is to turn them into sales opportunities. To do so, you must start a conversation in the way that best suits them; p. eg, through messages, forms or meetings. When you are in contact with your visitors, you must answer all your questions and offer them content that is relevant and valuable for each of your buyer people, and continue that communication.
Once you have your database, you must manage the records, integrate them with a CRM or with tools for automation and lead nurturing. In this way, an automated content flow is created and adapted to the user’s purchase cycle; related to lead scoring, with which the appropriate moment is determined to convert it into a client.
When you have already got clients, it is necessary to keep them. In this phase, you must keep them satisfied, offer useful and interesting information and take care of your possible prescribers to turn sales into recommendations.
Finally, you must bear in mind that, to achieve sales through inbound marketing, coordination is very important, so everything must be perfectly integrated.