How does an inbound marketing strategy work and what does it include?

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Inbound Marketing , unlike traditional marketing, is based on informing people and providing content that is attractive to them while promoting a service or product. Trying to be useful to the prospect and offering a true solution that they really need, it is based on5 phases: plan, attract, convert, close and delight.





Each of these stages plays a fundamental role in a prospect's purchasing process and adapts to their decision stage and needs to offer solutions, answers and tools that relate to the value of the product or service offered.

Accompanying the prospect while they search for information on the solutions available for their needs and taking them from their first encounter with the product to an informed purchase in which they know the true value of the service, increasing the likelihood that they will be a satisfied and long-term customer.

To make this process happen and be efficient, Inbound Marketing colombia whatsapp lead relies on various digital resources and strategies, always customized based on the client's growth objectives and the needs of their prospect or ideal client. A strategy generally includes:

Web design and development
All digital efforts must be tied to and directed towards a website of their own , but not just any website, but one designed to attract customers at different stages of their purchasing journey. Whether it is a complete web design or the adaptation of an existing website, an Inbound Marketing strategy cannot skip the step of optimizing the page so that it attracts visitors, closes leads and ranks in search engines.

The 8 steps of Inbound web design

Content Creation
Content is one of the main assets of an Inbound Marketing strategy, so it must include planning, developing and adapting it to the various channels available and in a way that is attractive to the prospect. Formats can range from creating blog articles, infographics and formats, to videos. In addition, they must be optimized for their appearance in search engines and be able to measure the real impact they are having on attracting and closing prospects.

Social networks
An inbound strategy does not revolve around interaction on social networks, however, it relies on them as a channel for disseminating content. The networks used and what is published will depend on the company's business and objectives.

Conversion Resources
The main objective of an Inbound Marketing strategy is to achieve the conversion of prospects into customers. To do this, various digital resources are used that serve as “conversion routes”; these can be calls to action, forms, landing pages, thank you pages, among others. Conversion resources cannot be missing, since they are responsible for taking the prospect from one stage to another.

Guidelines
The result of a well-implemented Inbound Marketing strategy is an organic positioning of the website that leads to independence from guidelines in the media. However, guidelines used strategically in social networks and Google Adwords are a resource that supports the strategy to provide greater solidity and speed to the results.

Email Marketing
Email marketing campaigns meet two main objectives:Nurturing with Inboundto the prospect to convert him into a client and nurture the client through a post-sale service. Inbound Marketing platforms and strategies allow mailing campaigns that reach prospects without being invasive and that provide value at strategic moments of closing and purchasing decision.

Automation tools
The tools available will depend on the platform used to implement the strategy, however, the most relevant in my opinion are:

Workflows : They allow you to carry out sequences of actions depending on the prospect's behavior to send emails, content or Smart Content that adapts to the prospect's real interests and interactions with the brand.
Smart Content : This type of content adapts to what the prospect has already seen or downloaded and shows them what is most relevant to the next stage of decision-making.
Chatbots: Chatbots enable round-the-clock service to prospects and adapt to customer needs to offer increasingly specific solutions.
LeadScoring : Leadscoring allows you to evaluate the prospect's level of interest on a personalized scale and determines the actions to follow in each case of interest (high, medium or low). The values ​​depend on the prospect's interaction with the types of content and conversion tools.