According to Hubspot, Inbound Marketing means “creating valuable experiences that generate a positive impact on both people and your company (…) Attract prospects and customers to your website through useful and relevant content. And once they are on your site, you interact with them through conversational tools, such as email and chat, promising them long-term value. Finally, you delight them by positioning yourself as an advisor and expert who understands their needs and cares about their success.”
In other words, using the Inbound Marketing methodology, your content and your ecosystem will attract potential customers who will enter a constant dynamic of attraction, interaction and delight.
Inbound Marketing is constantly used for marketing, sales and customer service strategies. And if it is supported by digital media, it allows to clarify strategies and measure results in each of its stages.
In order to implement an adequate Inbound Marketing strategy, it is necessary to know the following concepts that complement it:
Buyer Personas are semi-fictitious representations of your potential customers: general profiles that encompass characteristics and behaviors of a specific group. They go beyond demographic information, helping us to humanize our consumers by defining personalities, consumer characteristics and personal details that model a type of consumer.
It refers to the stages that a buyer persona goes through: from the moment they discover your brand, products and/or services, consider and compare them for consumption, until they decide to buy them and finally, become loyal to them. Each of these stages has a different impact on consumers and should therefore be addressed separately.
This is the stage within the Inbound Marketing process that seeks to promote the recognition of your brand. Here you match needs with solutions, either existing or created.
This is the stage where actions are taken with customers. It is the moment in which trust and relationship with the consumer is developed, so that the necessary information is delivered so that they can make decisions about your brand. Interactions can be given in different ways, being of greater or lesser relevance, but everything generates points of contact that are opportunities to create a brand reputation.
Choose your work team:
Whether you work with an internal team, an external agency or a mix of both, the profiles of each member of your team is fundamental to properly execute your strategy. You must cover the main aspects of your company: web environment, communication, advertising (planning), community manager, software and tools management (automation), digital design, motion graphics and performance.
This is the stage to consolidate the relationship with your customer: either with their direct consumption or with the accompaniment of content that builds customer loyalty, so that they become an additional channel of attraction and a constant promoter of your brand.
These simple concepts of Inbound Marketing will guide you and help you to consolidate your digital marketing strategies. Don’t forget to consult with experts in these topics to design specific strategies for your brand and your consumers!