Last Updated on August 5, 2023 by
- Inbound Marketing , Search Engine Marketing , SEO
- inbound marketing , fundamentals Inbound marketing , inbound marketing strategy
Inbound marketing is the set of all digital strategies that are implemented to attract users to an Internet site or Web page . The term inbound itself refers to the contrast with outbound marketing , which identifies the “old methods” to attract qualified customers such as newspapers, television. etc .. buy mailing lists.
It is therefore clear how an inbound marketing strategy , if correctly structured, is able to transform a stranger into a real fan of your brand; to do this it is necessary to attract him through the different phases that the online sales funnel provides: attract, convert, close and delight.
Let’s find out what are the fundamental principles that a digital consultant must follow in order to create an inbound marketing strategy capable of retaining its customer.
Personalization
The main aspect to consider when implementing an inbound marketing strategy is the ability to attract qualified users . This means that you need to be able to identify the characteristics that the typical user could have (through profiling the buyer personas ) and build the sales funnel on the basis of this .
It is therefore necessary to avoid applying standardized criteria as each buyer personas has specific characteristics in terms of habits (buy online or do you prefer the physical store?), Gender and age (man or woman? Teenager or parent?).
Do not exclude digital tools and channels
When we talk about inbound marketing we tend to underestimate the multi-channel nature of this concept: contrary to what one might think, the first initial phase of the sales funnel presupposes the joint use of different sales channels . Facebook, Instagram, LinkedIn but also paid campaign landing pages are valid tools to attract the user to the place he prefers at the moment he prefers.
Excluding some of the communication tools or channels a priori presupposes the desire to “play for opportunities” to attract a qualified customer . Also in this case, the profiling of your typical user must be the guiding star in this kind of decisions: in fact, your personas mainly uses Facebook that’s exactly where you will have to insist; on the contrary, if she is an expert Internet user, you can prefer Google ADS campaigns, without ever forgetting the importance of SEO, an insurance policy on the web. SEO can affect the search / purchase cycle.
User experience first
Google’s algorithm is clear: those websites that put the user experience first are rewarded. This is why it is important to take care of aspects such as the optimization of mobile pages and the loading speed of an Internet site in inbound marketing strategies .
Example . Imagine having built an inbound marketing strategy that starts from Facebook, through an ad hoc sponsored campaign. From social media, users are directed to a page of an online shop: if the user notices an excessive loading time (recent estimates speak of a maximum of 5 seconds of waiting), he will be inclined to leave the page by interrupting his path through the sales funnel.
Hence, it is clear that dealing with the user experience in general and throughout one’s path must be a fundamental aspect that the digital consultant must deal with.
Produce relevant and interesting content
Although it has been many years since Bill Gates uttered the fateful phrase ” Content is the King “, this statement is still relevant, especially when it comes to inbound marketing.
In fact, even if the awareness about the relevance of content is substantially established by most, it is nevertheless essential to keep in mind that – especially in a competitive context in which everyone produces content – it is essential to offer its users articles, free materials and digital content. in a broad sense relevant. In particular, these must be of interest to your buyer personas (link to the content on the buyer personas) and offer added value.
Example Let’s assume that you have an e-commerce that sells seeds of plants, trees and vegetables and that based on the study of the online market it has emerged that the e-book download is particularly appreciated by your buyer personas. To satisfy the needs of your target, you can prepare a guide (about fifteen pages), with numerous images where you explain – step by step – how to take care of a particular vegetable.
Users are people, not money machines
Last but not least, it concerns an overall approach to inbound marketing. In a world of increasingly connected and increasingly depersonalizing users, it is essential to remember the users your Brand addresses are, first of all, customers.
This perspective leads your inbound marketing strategy to take on such connotations that will allow you to implement a communication no longer B2B or B2C, but H2H or human to Human.
Precisely for this reason many companies that wish to be empathetic towards their customers, decide to turn to a digital consultant who can give suitable and adequate suggestions in this sense.
As SEO Leader consultant I made Human To Human communication a flag and a work tool: in fact, thanks to the experience gained in the inbound marketing sector, I developed the awareness (based on actual data) that the best successful projects were those in which the company had managed to get to the heart of its user by not placing itself from the top of its brand, but speaking as a person who communicates with other people.
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Read More: INBOUND MARKETING FOR FURNITURE & DESIGNN
