Inbound Marketing or attraction marketing is a set of techniques that aim to reach our potential clients in a non-intrusive way and interrupting them as little as possible. Its philosophy focuses on the brand or company being found by customers; it is not sold directly but rather they are given the opportunity to acquire something.
It has been around for more than 5 years and continues to be one of the major trends in Digital Marketing . And it is for no other reason than the great change that we are experiencing in the ecosystem of brands and consumers.
In essence and in a schematic way, inbound marketing consists of this process:
The increase in qualified traffic to our website.
Increase in the conversion rate of traffic to leads.
Higher lead conversion rate that creates new customers.
Improving the online reputation of the brand or company.
The main purpose of this methodology is to contact people who are at the beginning of the purchase process for a particular product . From here, they are accompanied, through the germany address and phone number appropriate content for each of the phases of the purchase process and their profile, until the final transaction, always in a “friendly” way. And, subsequently, they are retained.
It is based on 4 phases that correspond to the stages of the user's purchase process: attraction, conversion, education and closing and loyalty .
1.Attraction
Through different marketing and advertising techniques, such as content marketing, social media, SEO or events, a user is attracted and directed to a website with useful information to learn about and understand their needs.
2. Conversion
This phase involves the implementation of processes and techniques to convert the visits that a website receives into records for the company's database. To do this, relevant and personalized content is offered to the user that they can download in exchange for filling out a form with their data, generating leads.
3. Education
After converting, users receive, via email, useful information for each of the phases of their purchasing process. To do this, companies use marketing automation techniques, specifically two: lead scoring (refers to the assessment of the qualification level of leads) and lead nurturing (allows for automated delivery by email of personalized content based on the phase of the user's purchasing cycle, their profile and their behavior).
4. Closing and loyalty
Inbound marketing is not only about getting end customers. It also focuses on other aspects, including the following:
Keeping customers satisfied.
Offering them information that may be useful to them.