Inbound Marketing has quickly become one of the star strategies of online marketing. The key to its success lies in its extraordinary ability to generate traffic to a website or online business. This allows us to generate a quality database with users interested in our products.
Subsequently, and after a conversion
phase, Inbound Marketing makes it possible to ensure that some of these users end up becoming our clients. That is, they purchase one of our products or hire our services.
The technique, or rather
The set of techniques that make up Inbound Marketing, is based mainly on the creation of a blog or website with quality content and added value for the user.
In reality, this content marketing action with the aim of attracting an audience to our website is only the beginning of the complex process of Inbound Marketing.
Consists of several phases:
– Conversion of anonymous users who visit our pages into contacts (leads).
– Monitoring, following up and classifying these contacts (lead nurturing process).
– And finally, sending a specific commercial offer to convert the potential client into a real one.
Inbound Marketing and the funnel structure
To get the most out of Inbound Marketing and be able to develop it fully and to its full potential, it is necessary to associate it with the commercial structure known as the sales funnel.
The three stages of the funnel
The funnel structure divides the purchasing process of any consumer into three stages: TOFU, MOFU, and BOFU.
The initial stage or TOFU (Top of the Funnel) is the highest stage of the process. In this first phase, the user may not even be aware that he or she has a need to buy a particular product or service. He or she simply has doubts or concerns that push him or her to search for information on a topic or problem, which may be quite generic.
In the MOFU Middle of the Funnel
phase, the situation has changed, as the user is now aware that he or she has a need or a problem, and needs to be offered alternatives to solve it. We can say that he or she is halfway to becoming a customer.
At the BOFU stage, the user is already prepared and convinced to buy. Therefore, it is time to send them an attractive commercial offer that will make them choose our product or service from the possible options.
The most appropriate content for each stage
Given that the degree of need, attitude and predisposition of the user to the possibility of making a purchase differs significantly at each stage of the funnel, it is logical that the content used in an Inbound Marketing strategy is also different and adapted to each stage or phase of the process.
TOFU (Tops of the funnel)
When the user is still in the highest phase of the path, the content offered to them should be informative and general. Since it is not yet time to try to sell them anything, content such as:
Quality and original blog articles
Directly about our product or service. It’s simply a matter of finding a certain degree of relationship . For example, if our business is a sporting goods store we can write about:
– Benefits of physical exercise.
– Routes to do by bicycle.
– How to combat a sedentary lifestyle.
– Adaptation of sports practice to age or personal physical condition…
Webinars nline training
or informational activities where knowledge is shared with attendees. Webinars are ideal for responding to users’ initial general information needs on certain topics.
Supplemental information : market research, question or answer compilations, or other forms of content that are general in nature, without specifying specific products or brands .
MOFU (Middle of the Funnel)
Inbound Marketing content at this stage should be focused on solving the user’s problem or need, since they are already aware of it. In this situation, higher quality, more extensive and elaborate content can be very effective.
E-books, Guides and Whitepapers. These types of documents, with a high level of quality in terms of content, design and layout, are ideal for dealing in depth with topics of interest to the user . Through a specific link, our contacts can download these contents or consult them online.
Catalogs. Catalogs offer users detailed and explicit information about products or services. Products that they have previously shown interest in. To be more effective, catalogs must include descriptions of the items. With short texts that inspire confidence in the potential customer and are also descriptive and attractive, as well as still images and even videos.
Infographics. Visually attractive presentations that synthesize, through images, graphs and short texts, interesting information for our target audience that may be complex and extensive.
Success stories or testimonials
These can be presented as text content on the company’s website or blog, or as videos of users of the product or service, explaining their experiences and advantages.
A key aspect of the Inbound Marketing strategy is that, as a condition for being able to download these higher quality contents, the user is usually asked to provide us with their email and basic personal data in a form (lead). In this way, it is possible to generate a valuable database. A database with people who, to a greater or lesser extent, are feeling the need to buy our product. In other words, with potential clients with the possibility of becoming real clients.
BOFU Bottom of the funnel
The user is at the bottom of the funnel and can therefore be considered ready to buy. Therefore, the content we create must focus on selling in a direct way, through a specific commercial offer, which can take various forms:
Promotions and offers . Discount coupons usually work very well to further incentivize and convince the customer, giving them the final push they need to complete their purchase decision in our favor.
Trials or demonstrations . For certain products, such as software or a teaching activity, the invitation to a free demonstration, online or in person. This is another option that usually has a very good response from customers who are predisposed to buying .
Newsletter . Users may also be offered the option of subscribing to an electronic newsletter, which will provide them with up-to-date information on new products, special discounts or offers, and related news.
The importance of lead nurturing in an Inbound Marketing strategy
What is lead nurturing?
Manual verification of external
Data collections increases the chances of your marketing campaigns reaching the right audience. Ultimately, we whatsapp data always working to drive your business towards perfection, and that’s leading :-). Make your launch faster. We offer a whatsapp data, and you can own it (not at a low price based on GDPR) Respect: be smart and start profiting from it in a day. Throughout our library, there are still thousands of pwhatsapp data listed, and our self-hosted standard option confirms (and sometimes doesn’t) permissions.
Lead nurturing is a marketing automation
technique included in Inbound Marketing. It basically consists of sending a chain of emails, progressively and gradually, to a series of users. Users with a certain interest in our product with the aim of converting them into clients. That is, making them make a purchase.
If we relate lead nurturing to the sales cycle, the main conclusion is that this technique should be applied in the second and third stages: BOFU and TOFU. That is, when the user is aware that he or she has a need related to what we can offer him or her and, subsequently, when he or she is already convinced to buy and is weighing up several options.
lead nurturing increasingly necessary
The spectacular penetration of the Internet is causing a large majority of consumers to start researching on websites before deciding to buy a product. What’s more, many times they are not even aware of their problem or need. They simply browse websites and blogs out of curiosity or as a hobby.
The consequences of new pattern
Searching for and purchasing products or services is that companies tend to detect potential customers in increasingly early phases of the purchasing cycle, increasing the chances of abandoning the purchase before making a purchase.
Therefore, lead nurturing 5 best code snippet plugins originates from the need for companies to counteract the increased chances of abandonment before purchasing through resignation or acquisition through the competition.
Through strategy companies can:
Detect and classify those users or potential clients with the greatest chances of becoming real clients.
Synchronize your marketing actions agb directory throughout the entire purchase cycle.
Provide potential buyers with high-quality , contextually relevant information in exchange for their personal data.
Prepare and nurture customers throughout the sales cycle so that they are more predisposed and receptive when receiving a commercial offer.
The purchasing cycle covers
The entire process that a user goes through, from discovering that they have a need to purchase until they finally acquire that product or service.
