Inbound Marketing is guided by the principle that, before taking a purchase decision, the client needs to be captivated, nourished, and to trust our company or brand.
If, on a first date, they asked you to marry them, your answer would be "no". This is what happens when you try to make a sale to a client who doesn't know you!
Attraction and Permission Marketing
Internet changes people’s behavior and creates needs of which they were not even aware. For visitors to come to our company and feel attracted by the message, they need to identify with the content we produce.
Building a persona is the answer to knowing what the audience is looking for, what their needs and ambitions are. To achieve this, we ask our best clients questions and draw up their complete profile. This way, we reach the person to whom we should address our communications.
Marketing: Inbound or conventional?
No consumer wants to be “bombed” with undifferentiated advertising and campaigns focused on products, which do not fit his/her lifestyle. It is essential to reverse the focus and offer your target audience valuable content that arouses their curiosity and interest.
Users are attracted by your message;
Whoever comes to you is really interested in your area of business;
More than visitors, your company attracts leads and clients;
The brand/client relationship has everything to be lasting.
Advertising can be considered intrusive and inconvenient;
Your product is promoted to the wrong audience;
Those who visit you do not identify with your product;
The few customers you gain don't create a relationship with your brand.
Sell more in 4, 3, 2, 1
Before making the decision of buying a product or hiring a service, the client goes through a 4-stage purchase journey.
The person has not yet become aware of a need or problem. What we want, above all, is to awaken his attention to a certain issue.
The potential client has realized that he has a problem or need and is looking for more information on the subject.
After facing possible solutions to your problem, the potential client assesses the possibilities at his disposal, to solve it.
The user is determined to purchase a product that meets his needs. After researching on each solution, he chooses the one that is most convenient for him.
From visitor to client, through the sales funnel
To support the buying journey and map the route taken by the user from discovery to the decision to buy a product or service, our company must create its own sales funnel. The top corresponds to the learning and discovery phase. On the bottom, narrower, it illustrates the actions aimed at those who are prepared to buy.
Attracting visitors
Without visitors we cannot generate leads.
Therefore, the first step to a successful Inbound Marketing strategy is to attract traffic. And in this mission, content is our best ally!
The blog and social networks
are the way to make our content to be found by internet users. The result is an interested audience prone to acquire our product/service.
In addition to SEO strategies, which allow us to raise organic traffic, we must make use of another useful resource: the purchase of traffic through ads.
Converting traffic into leads
After visitors have landed on our pages, the aim is to turn them into leads, i.e., to provide us with their personal details so that we can contact them.
To achieve this, the landing pages are precious tools. Through them, we can provide visitors with rich materials, free demonstrations or any other offer relevant to the persona.
Nurture the leads collected, by turning them into opportunities
With the data of the potential clients in our possession, we have gathered all the conditions to maintain a relationship, in order to educate them and lead them in the sales funnel.
When downloading an eBook, a lead may not yet be ready for purchase. According to Chet Holmes, at this stage, only 3% of potential clients are actually willing to buy the product/service we have to offer.
It is up to us to nurture the relationship with the brand through Leads Nutrition, Email Marketing and Marketing Automation strategies.
Turning leads into clients through the sales’ process
The segmentation and qualification of the leads collected is fundamental to identify who is ready to purchase our product/service. If the potential client is effectively open to purchase, the Marketing department must deliver the lead to the sales team, so that they can contact them and close the deal.
Studying the impact of Inbound Marketing actions on the company’s results
All Inbound Marketing actions are measurable. The digital tools allow us to know, in real time, how much we invest, where we invest and what the benefit is for our company. Visitors, leads and clients... nothing escapes the eye of the Digital Marketing experts.
To perform a good analysis, we define metrics and evaluate KPI's. When Web Analytics and Reporting work suggests that we are not achieving the expected results, then it is time to implement improvements in digital strategy.
Attracting visitors
Without visitors we cannot generate leads.
Therefore, the first step to a successful Inbound Marketing strategy is to attract traffic. And in this mission, content is our best ally!
The blog and social networks
are the way to make our content to be found by internet users. The result is an interested audience prone to acquire our product/service.
In addition to SEO strategies, which allow us to raise organic traffic, we must make use of another useful resource: the purchase of traffic through ads.
Converting traffic into leads
After visitors have landed on our pages, the aim is to turn them into leads, i.e., to provide us with their personal details so that we can contact them.
To achieve this, the landing pages are precious tools. Through them, we can provide visitors with rich materials, free demonstrations or any other offer relevant to the persona.
Nurture the leads collected, by turning them into opportunities
With the data of the potential clients in our possession, we have gathered all the conditions to maintain a relationship, in order to educate them and lead them in the sales funnel.
When downloading an eBook, a lead may not yet be ready for purchase. According to Chet Holmes, at this stage, only 3% of potential clients are actually willing to buy the product/service we have to offer.
It is up to us to nurture the relationship with the brand through Leads Nutrition, Email Marketing and Marketing Automation strategies.
Turning leads into clients through the sales’ process
The segmentation and qualification of the leads collected is fundamental to identify who is ready to purchase our product/service. If the potential client is effectively open to purchase, the Marketing department must deliver the lead to the sales team, so that they can contact them and close the deal.
Studying the impact of Inbound Marketing actions on the company’s results
All Inbound Marketing actions are measurable. The digital tools allow us to know, in real time, how much we invest, where we invest and what the benefit is for our company. Visitors, leads and clients... nothing escapes the eye of the Digital Marketing experts.
To perform a good analysis, we define metrics and evaluate KPI's. When Web Analytics and Reporting work suggests that we are not achieving the expected results, then it is time to implement improvements in digital strategy.
Portfolio
Inbound has proven results in any business area, regardless of its size or location. Thousands of companies around the world have already surrendered to this methodology.
At Link&Grow, we are willing to grow your business using Inbound Marketing. Talk to us so that we can draw up a winning and leading strategy!
