Our priority is not direct sales, but to carry out communication work so that the consumer trusts our reputation and our experience. This communication takes place through blogs, podcasts, videos, eBooks, email newsletters, research, SEO, social media marketing, and other forms of content distribution.
Attraction Marketing Strategy
Inbound marketing seeks to achieve this effect with facts instead of words. That is, a potential consumer is not advertised how wonderful the product is, but is directly taught.
This whole content strategy process in which a person goes from being a simple visitor to a customer of our brand, is done through so-called attraction marketing, which is based in three pillars: social media, content and SEO.
This strategy takes a long process and a lot of work, but the business result is optimal. We show you the steps to follow.
The 4 phases of inbound marketing
Attract users to our brand
This is the first phase of inbound marketing and it is vitally important. You need to think about what kind of information catches the attention of the target audience and the most appropriate formats to disseminate it.
We’re looking for attract people with good content and that they approach your brand naturally.
Google is the main search engine, so you have to take care of the SEO strategy and research of the keywords main. They are often used tools such as SEM, Google Ads, Facebook Ads, social networks or content blogs, to strengthen your campaign.
Convert them and put them into action
It constitutes the second phase of inbound marketing and its main objective is transform these visitors and content readers into potential customers or prospects.
At this point we are interested in the client takes action: start following us on the networks, subscribe to our newsletter, fill out a form … These types of conversions are generally obtained using forms, landing pages, Web or networks. They can all go supported by a “ call to action ” to encourage the user to take the action.
As we said, in this case we are giving you the idea through the “call to action” to make the conversion. But it was he who approached us with prior interest. Therefore, you will not feel forced and the action will be completely voluntary.
Complete the purchase of the product or service
They become customers. They were drawn to our product or service, and without invasive advertising, they converted. To do this, in our marketing strategy, we have optimized and worked on the two previous points. And at the time of conversion and closing of the purchase, previously, we have optimized all our channels to avoid making mistakes, see 404 pages … Mistakes that can “scare the customer”.
Customer retention is the last phase of inbound marketing, but no less important. Remember, marketing isn’t about closing a sale or transaction and forgetting about the customer. There is a very big previous work and we cannot waste it.
For businesses, attracting customers is much more expensive than retaining them, so you have to take advantage of this approach to users and don’t lose them.
To build loyalty, we have to offer them something else to have trusted us. Something exclusive to make them feel special. In this sense, it generates offers, events, exclusive products, a much more personalized service for them.
Keys to Successful Inbound Marketing
At no point in the inbound marketing phases are we intrusive to the user and that’s a point in our favor. Overly invasive marketing strategies sometimes end up causing rejection by the customer to the company. The keys to its success are very easy to explain:
Attraction Marketing it is not intrusive. Users are interested and therefore willing to receive news and content published by this company. There are no privacy or spam issues because as soon as you subscribe you can unsubscribe at any time. They gave us permission, they looked for us because we offer them a certain service that they find it interesting and, for this reason, they will be more receptive to our communications.
Also, during inbound marketing phases, the key is segmentation of our audience. People who click on a site were personally considered a potential consumer before doing so and are therefore more likely to buy. In addition, we can study the profile of our different targets and adapt the content in a personalized and closer way.
Phases of inbound marketing are designed to get the most out of social media. These networks are of vital importance in raising awareness of the brands and supporting the site or blog, and conversely, that social media are based on this content.
The importance of social media is that when a person is interested in certain content, their friends pay attention to it and even do the same. It has become the new word of mouth in the technological age. Getting our content viral is the best attraction marketing.
And so far the inbound marketing phases! From Neoattack, we hope this article has interested you. If so dive for our blog, share it and let’s practice inbound marketing.