Inbound Marketing Strategy: how it works
In times like these, in which people can decide what to watch and when they want to watch, the customer has more control about media schedule and interruptions to promote something among it maybe don’t work anymore.
To adapt to this new demand, marketing needs to change its focus, and this is where Inbound Marketing comes to scene.
Inbound Marketing is about creating meaningful relationships, about a better way to market, a better way to sell and a “more human way” of doing business. This technique is considered more than just a strategy, it is also a mentality, a “state of mind”, a philosophy based around helping people.
In a practical way, Inbound Marketing is about to provide the right information, to the right person, at the right time.
Who is the right person?
It is impossible to please all people; some of them will just not fit right to your product or service. It is important to have this understanding in order to aim your resources on attracting prospects that have a connection to your product or service.
One concrete way to represent your ideal customer is to create a buyer persona, which is a semi-fictional representation of your ideal customer, based on data, interview and some assumptions.
You should name your persona and give him or her some personal characteristics; this will help thinking about them as a real person and have a better understanding of the mindset of your potential customers, their needs and wants. This persona can be used to create and position the content you create.
Which is the right information and the right time?
Each buyer goes through a journey before making a purchase. The first stage is Awareness when the person becomes aware of a problem. The second stage is Consideration when the person starts to search for solutions to the problem.
The final stage is the decision stage when the person decides on the solution strategy and is comparing the alternative products and services available. Understanding this process is crucial to finding the prospects where they are in the journey and provide helpful and relevant content for each stage of the process.
Sales funnel x Flywheel
For a long time, the sales funnel was the best representation of the Inbound process, going through the attraction, consideration and the purchase. A funnel shape starting with a large number of people knowing about your company, a smaller number of people engaging with your company and even smaller people actually buying.
The main issue with this representation is that the process stops at the bottom of the funnel. In a sales process, the person at the end of the journey can even attract more people to the beginning of the process when they are satisfied or can prevent others from entering, if he or she didn’t like the product/service.
Hubspot, one of the biggest firms of digital marketing, proposed a new interpretation of the customer purchase cycle, which they called Flywheel. This model is divided into 3 main parts that circle around the middle, that is the client. These parts are:
- Attract: Create good content to attract the right people, same as the attract part of the traditional funnel
- Engage: To strengthen the relationship with the company and increase trust, related to the middle of the traditional funnel
- Delight: This is the main difference in this model. To provide an outstanding experience to the customer at every step of his buyer’s journey.
In this model, after the delight product, the client would go back to the attract part, in a cyclical relationship. This allows the company to know what happens with the client after the sale and that he has a chance of coming back.
Creating an Inbound Marketing Strategy
Five Inbound Principles, known as SCOPE, are the instruction manual for executing an Inbound Strategy:
*Standardize for consistency
*Contextualize for relevance
*Optimize for clarity
*Personalize for impact
*Empathize for perspective
To know your company’s goals, having a clear idea of your ideal customer and understanding your buyer’s journey are the key points to produce relevant content that will help your company attract, engage and delight your prospect and current customers.
You want to learn more about Digital Marketing? So take a look at this 5 tips to improve your website’s position on Google.