Inbound Method: Attract, Interact, Delight.

This methodology tries to facilitate and make the experience of users who decide to enter your website or who come across your venture by chance more bearable.

Attract: To attract web traffic we must use resources such as PPC or Pay per click (present your products on different platforms or search engines and you will pay for each click that leads a user to your website), SEO techniques, social networks, etc. The main objective and idea of Inbound is not that all users visit your website, but rather that it seeks to attract those who are more in line with your product and who are more likely to become leads and customers. For this you need to know your clientele model and offer the right products at the right time.

Interact: Once you manage to attract these clients to your business, you must convert them into the already named leads (a potential sales opportunity) and for this it is important, as we said before, to have a good relationship and communication with them. You can achieve this either by answering comments and questions, leaving forms for them to answer optionally, even being able to organize meetings or an Instagram live to have even more real and direct communication.

Delight: Now is the time to make these customers satisfied and thus keep them for much longer. It is time to put all this interaction that you had previously into action and offer them products, information and content that you know they will like, this is very important since these customers could influence other users and thus make your audience grow.

Inbound Marketing and the Sales Funnel.

As you may have noticed, the Inbound method is quite similar to the famous “Sales Funnel”, and that is that for this first strategy to work successfully, it is necessary to associate them with each other. We are going to explain the stages of the classic Funnel and what content should be related to each of them so that it is easier for you to understand what we want to achieve:

Top of the funnel or Top of the funnel: In this phase you have to focus on looking for potential customers, people who have a certain relationship with what you are offering and who may not have the intention of buying any product in the first place, but rather the Curiosity or interest will lead them to your website where you must demonstrate that what you have to offer is exactly what they need. As the intention is this stage is to show and not sell immediately, you could only offer articles or blogs that find a relationship between the product you generate and another topic, for example: if what you sell are kitchen items, you can create a blog that shows recipes simple and healthy, which will lead the user to become interested in the world of gastronomy and will need to buy what is necessary to start.

Middle of the funnel or intermediate stage of the funnel: At this stage of the journey, the potential client is already aware of their need or problem and is looking for that option that can help solve it. The contents or tools that you must offer at this stage must be directed mainly with the intention of helping to solve consumer demand: Catalogs that detail and describe the product with a little more punctuality, Testimonials or reviews from people who have already used it. used to build trust, Guides or EBooks that deepen a topic of interest in the person who came to your page, etc.

Bottom of the funnel: Here the user is already aware of what he needs and it is your job to help and help him attract him to choose you over other products. You will offer attractive offers, discount coupons on the second purchase, convenient and fast payment methods, demonstrations of the effectiveness of the article, everything possible to be chosen as the best and most reliable source. Keeping with the previous example, if what you sell is related to gastronomy, you can also offer brochures or exclusive articles on recipes or cooking tips in exchange for a monthly subscription.

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Gerard Heperd

Gerard Heperd