Inbound marketing is the methodology that seeks to attract potential customers or leads through relevant content and in a non-intrusive way. According to the buyer personas of a brand or business, inbound marketing accompanies potential customers with lead nurturing techniques throughout the stages of the conversion funnel. The intention is to add value at each stage, beyond forcing a sale, demonstrating that the seller has knowledge on the subject and wants to share timely and personalized information for the needs of its audience. Companies seek to attract potential customers to them by creating and distributing engaging, educational and useful content, rather than interrupting them with traditional advertising messages.
This methodology is based on four main actions:
- Attract: This consists of attracting potential customers to the company by creating and promoting relevant and valuable content, such as blogs, articles, videos, infographics, etc., that solve their problems or answer their questions.
- Convert: Once visitors arrive at the website or interact with the content, the next step is to convert them into leads. This is accomplished by capturing contact information through forms, landing pages, and offering even more valuable content in return, such as eBooks, webinars, or newsletters.
- Close: Once leads have been generated, the next objective is to convert them into customers. This involves nurturing leads with relevant and personalized content over time, and guiding them through the buying process by providing them with additional information about the products or services offered.
- Delight: Finally, Inbound Marketing is not limited to customer acquisition, but also seeks to delight existing customers. This is achieved through the delivery of excellent customer service, post-sale follow-up, the generation of useful content to encourage loyalty and positive word-of-mouth, and the creation of an overall satisfying customer experience.
