- 74% of people are likely to switch brands if they find the buying process too complicated. (SOURCE: SALESFORCE)
- 51% of customers will never do business with a company again after a negative experience. (SOURCE: NEW VOICE MEDIA)
- 94% of consumers have stopped communicating with a company due to irrelevant promotions or messages. (SOURCE: ORACLE, FRICTIONLESS B2C)
- 93% of consumers said they are more likely to be repeat customers at companies with extraordinary service. (SOURCE: Hubspot)
- 77% of consumers shared positive experiences with their friends, on social media, and review sites. (SOURCE: Hubspot)
- What do all these statistics have in common? The customer is the boss. If he is happy he recommends you, is loyal to you and he is willing to come back to you for more. On the other hand, if your content is irrelevant, your processes complicated, or if the customer experience is not good, they will go to your competitor's looking for solutions that meet their needs.
Inbound Marketing is a methodology, a customer-based cycle. Its purpose is to attract prospects, interact with them during all stages of the purchasing process, educate, accompany them, make them a customer and delight him to return. The idea is to convert prospects into customer and get them to become the promoters of your business.
This cycle for the development of long-term relationships will drive the growth of your company by offering answers to your questions, solutions to develop and grow your business.
Additionally, Inbound Marketing requires the joint work of all the departments of the organization (marketing, sales, and customer service) so that the cycle continues to function effectively, and the growth of the company does not stop. Let’s see what each of its stages consists of: ATTRACT, INTERACT, and DELIGHT.
This cycle for the development of long-term relationships will drive the growth of your company by offering answers to your questions, solutions to develop and grow your business.
Additionally, Inbound Marketing requires the joint work of all the departments of the organization (marketing, sales, and customer service) so that the cycle continues to function effectively, and the growth of the company does not stop. Let’s see what each of its stages consists of: ATTRACT, INTERACT, and DELIGHT.
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ATTRACT:
It consists of attracting the right clients, through a strategy of useful, relevant, quality content. To be able to do that it's crucial the knowledge and understanding of your buyer persona, and the digital environment in which you are working. You need to reach prospects at the right time (that is, when they are looking for that content), through the appropriate digital channels at all times. At this stage, the content becomes your voice. -
The idea is not that all users visit your website, social networks, among others, but those who are more likely to become sales opportunities (qualified leads) and finally, satisfied customers.
The main tools used during this stage are:
- Content Strategy
- Ads
- Videos
- Blog Posts
- Social networks
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TO INTERACT:
In this phase it is essential to have a website and social networks with a design (UI / UX), and human and educational content, to offer your visitors, customers, consumers, an experience that meets their needs from the moment the interaction starts.
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Likewise, it is necessary to understand in what stage of the purchase cycle people are (discovery, consideration, decision). The idea is that they receive the information required (educate them), and accompany them so that they continue within it. The objective, depending on what stage they are in is: loyalty, educate, convert, delight.
The main tools used during this stage are: - Conversational to establish long-term relationships with prospects on their favourite channels (such as email, bots, live chats or messaging apps, among others).
- Conversion (CTA, forms and sales opportunity flows) to collect information from prospects and customers who visit your website and use it to personalize their experience through smart content and the entire buyer journey through emails and workflows.
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Here, it is also essential to use lead scoring strategies to rank prospects to find out which ones are closest on the buying process to become customers.
Then, you send the right content to convert them, and start the process of lead nurturing. It consists of educating them so that everyone receives what they are looking for when they need it on their preferred channels. - Build brand loyalty by targeting specific audiences with ads or content on social media.
- Marketing Automation - Choose from a wide variety of connection integrations to add additional tools and features to suit your unique business needs. The marketing automation process can help you improve, simplify, and optimize communication processes both within your company and with your prospects and customers.
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DELIGHT:
After conversion, delight your clients by continuing to act as an empathetic and expert advisor who educates them, builds trust and long-term growth for both parties. How to do it? - Uses conversational tools such as email and Marketing Automation to always provide the right information to the right user, at the right time. Use the Conversations Inbox to align members of your sales and customer service teams to create contextual conversations with your clients.
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Create exciting content that your prospects and clients can share with their friends and family using different content formats (for example, videos).
Remember that Inbound Marketing is like life itself. A process of Attracting, Interacting, Converting and Delighting your clients. The idea is to develop long-term relationships that build trust and make them become the promoters of your business.