Inbound marketing is based on a series of non-intrusive techniques designed to drive traffic to the brand’s website. Get visitors to leave us their information to become leads, and automate marketing so that each lead receives the information they need. to end up becoming a client of the brand.
As part of its methodology, inbound marketing incorporates the concept of the conversion funnel , that is. The different stages that users go through from when they first hear about a brand to when they become customers. This user journey is made up of three stages:
- The TOFU or “top of the funnel” phase . At this stage. The first contacts with the user take place, who has just identified that he has a need related to our brand. To engage you, we need to have content that responds to generic searches for information about that need, for example, blog articles or infographics.
- The MOFU or “middle of the funnel” phase . Here we are advancing in the relationship with the user, as he becomes more aware of his need and of the possible options to solve it. To connect with him. You have to offer him more specialized content, such as video tutorials, expert testimonials or detailed guides.
- The BOFU or “bottom of the funnel” phase . After considering the possible options. The user is still interested and just needs one last boost to become a customer. It’s time to offer you personalized discounts, promotions and trials.
Marketing automation also plays an essential role within inbound marketing, in its different aspects:
- User monitoring : through cookies and analytics systems. We obtain information on the behavior of users that allow us to be more successful with the offer of content.
- Lead generation : it is based on convincing the user who visits us to leave us their data to continue nurturing the relationship with them. For example. Offering you valuable content in exchange for giving us information in a form.
- Lead scoring : not all contacts are the same. Nor do they have the same value for the brand. Lead scoring is a quality evaluation system of the users who have left us their data, so that we can know how much interest they have for us and how close they are to converting.
- Lead nurturing : from the time they leave us their data until they are ready to buy. The user goes through a process that normally requires several impacts. Lead nurturing automates these impacts in the form of regular communications tailored to the needs of the user.
- CRM : CRM tools (customer relationship management Iraq Email List or customer relationship management) are a form of automation of sales actions that can be integrated into the inbound marketing process to achieve more effective lead management.
Attraction marketing and inbound marketing: how are they similar and how are they different?
The parallels between attraction marketing and inbound marketing are more than obvious. Both methodologies rule out “push” techniques, such as traditional ads, preferring to focus on less intrusive ways to reach the customer. Instead. They opt for softer methods, in which the user himself is the one who decides to consume the brand’s content.
Another very important commonality is the role of content marketing . Which occupies a central place in both inbound and inbound marketing. This resource makes it possible to attract the type of user who could potentially become a client of the brand.
Regarding the differences , an easy way to see them is to think that inbound marketing is an evolution regarding the concept of attraction marketing, since it provides new resources and a more complete approach:
- Inbound marketing has developed the concept of ” buyer persona “ , that is, a semi-fictional profile of our brand’s ideal client that allows us to better understand their needs and guide the strategy and content based on them. Therefore. The segmentation is much more elaborated within this methodology.
- Inbound marketing incorporates marketing automation . Allowing you to skip repetitive tasks and increasingly optimize the entire customer acquisition process. The inbound has implemented TR Numbers techniques such as lead scoring and lead nurturing, which facilitate the entire recruitment process.
- Finally, inbound marketing has developed a process that goes beyond attraction marketing. Since it does not end when the sale is closed . In the last phase. The relationship with the brand’s new customers continues to be nurtured so that they become loyal with a view to future purchases and become recommenders of the products and services.
