The 4 phases of Inbound Marketing
Attract visitors and traffic: light concept, or maybe not. In the Inbound Marketing methodology focus is never on volume, but on profiling. You need high-quality traffic, users aligned with your buyer personas. Stop interrupting and instead be there (only) in the right places and times to answer questions or inquiries that interest you. Marketing content first, to open multiple doors to travelers with certain features. And only to them, in a sense. Summarizing: creating and distributing value content to attract and capture a well-defined audience. How? Working on search engines and social media in the first place.
Converting means turning the visitor into contact. The more you will have effectively profiled your attraction strategy, the better outcome will have this phase. 100 people arrived on your website without having a real interest in what you offer will provide fewer leads than 10 profiled visitors. At this stage, the stranger becomes contact. It is now that we first encounter the conversion rate concept, thought as the ratio between the number of generic visitors and the number of visitors who ceded their contact in the form of personal data. How? Leading the user to action. Contact Forms, Call to Action, downloadable material in exchange for what we want to get.
Closing means getting customer contacts. Inbound Marketing is based on a fundamental assumption: not all contacts are mature at the right time to become customers right away, not everyone responds with the same time and, very simply, not all are at the same point of the buying process. It is estimated that 95% of people you have converted are still researching the product or service they are interested in. Here is the understanding of the path to take, take them by hand, ‘nourish’ (never heard of lead nurturing?) and personalize the approach is the heart of this phase. How? With emails and generally with marketing automation in its various forms.
Delight, what is it? The point from which to start is that there is life after the purchase, indeed perhaps there is the most important phase, the one that completes the path and gives circularity to the process. Continuing to offer value after sale is the real sense of Inbound Marketing. Firstly, it’s four times cheaper to be able to sell something to an old customer than to find a new one. Secondly, because turning point is represented by the transformation of your clients into promoters. Whoever seeks a product or service in the first place is looking for informations. And it does it in social, digital or offline channels. Speaking, reviews and feedback dominate the world. Don’t you want to use the resources that your satisfied customers make available for free? Or would you really understimate the destructive and viral power of disappointed people?