Hello, and welcome to pLAYmARKETING’s blog! Today we will discuss the evolution that marketing has undergone in recent years, specifically focusing on a “modern” way of marketing: Inbound. What is Inbound Marketing? And how has it changed the behavior of companies in the market? Let’s find out together!
WHAT IS INBOUND MARKETING?
First and foremost, it is important to clarify the definition of Inbound Marketing. As mentioned earlier, Inbound Marketing is an evolution of the way market is done, which has been gaining momentum in recent years. Essentially, it differs from the “old” method of Outbound Marketing because, unlike the latter, its central focus of sales is not the product (the “what?”), but the person (the “who?”). In many cases, a mass product is no longer created to be proposed to everyone in the same way. Instead, there is a growing tendency to create tailor-made products for each type of potential customer, through production based on the study of different interested segments.
HOW TO DO INBOUND MARKETING?
After establishing that Inbound Marketing is a strategy more focused on the individual, the question that may arise is: how can we better orient ourselves to the needs of the individual? In other words, how can we better understand our target audience? Regular communication with the customer may be the right way to get to know them better and capture any changes. In this sense, creating an increasingly human approach with informative and interesting content facilitates interaction with those on the other side.
THE FOUR PHASES OF INBOUND MARKETING
Specifically, how can we be effective in creating a dialogue with the individual? Generally, there are four phases of Inbound Marketing. Let’s analyze them:
- Attract: The user is attracted to our page through the creation of interesting content by us. To be effective in this phase, it is necessary to make creative use of our Social Networks and, regarding the web, to have good SEO scores on our pages, so that the external user has a greater chance of coming across our channels and becoming a visitor.
- Convert: Once a visitor has been attracted to our pages, the goal is to turn them into a real contact. In this sense, the most effective way is to offer “premium” content in exchange for their contact through captivating Call To Action. This turns the visitor into a real lead.
- Close: After making contact, the path should be downhill. It is up to us to convince the lead to purchase our product or service. Having provided us with their data, their interest in us should not be lacking!
- Delight: Last but not least, is the phase related to the “result of the result”, namely ensuring that our customer is fully satisfied with their purchase. You may have thought that, after selling our product, we had completed our work. Well, it is important, as mentioned in the previous article (link), not to abandon the customer and keep in touch with them through emails and periodic informative newsletters. Asking them, perhaps, to leave reviews about us. A satisfied customer of our service will thus become our number one fan and a valuable promoter!
WANT TO KNOW MORE?
Interested in delving into the topic of Inbound Marketing? Do not hesitate to contact the playmarketing team!
