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Inbound Marketing: attracting, converting, selling and customer loyalty

05/04/2016
by Isaura Sotoca

Some days ago we wrote a post called “What is Inbound Marketing”? in which we explained the importance of Inbound Marketing strategies if you want to create a solid relationship with current and potential customers. You really need to create much more than just a commercial relationship.

Any strategy of Inbound Marketing should take into account the 4 phases of the process: attraction, conversion 📩, sales 💳 and ❤ customer loyalty. Each of them is equally important and need to know what tools are available to create relationships and bring added value to users, whatever the stage they are in.

Here we explain the main tools of the 4 phases of Inbound Marketing:

Tools to attract

Blog

A corporate blog linked to the company's website will be a good tool for positioning the company as a benchmark of knowledge within its sector. In fact, content marketing is key to any Inbound Marketing strategy. Blogs are a strong tool to attract potential customers because through them we can offer quality content that will answer to needs or concerns of your target.

What’s more, thanks to content creation in your blog you’ll also be able to find other blogs and websites who find your own content interesting and are willing to share it in their platforms. Link generation, regularly updating your website with new content and social posts around this content will help the organic positioning of your website in any search engine.

Social networks

Social networks can be used to spread the content your brand has created, and it will be also a perfect platform for users and businesses to get to know each other better and create engagement. They are a place to generatedebate on topics in which the brand can provide with information, experience and value.

Choose and use the social networks where you think your target is. Be active, friendly and helpful with users. Social media are all about this! A temporary space in which you can bond with customers and they can get to know you better. The perfect way to let them know that a business is not just a business. Behind every business there is a bunch of people just like them.

Tools to convert

Web

It is fundamental that your business has a website capable of converting users into leads. A web that can convert has:

  • A good design focused on getting the best user experience
  • A good content structure that highlights the brand's distinguishing features.
  • Subscription forms that are clear, accesible and useful for the user.
  • Visible call-to-actions that lead the user to take action.

Landing pages

Creating specific landing pages for each user profile or for each goal can be a good conversion tool. These pages must be optimised for certain user needs and focused on conversion. It is key to focus on the key messages and the benefits for the user. It will help you them in the decision-making process, whether you want them to fill a contact form, ask for a demo, subscribe or download an ebook.

Landing pages must also be well-designed and attractive. They shoud be well structured and, if necessary, have visible contact forms or call to action buttons. They should be pages that highlight the benefits of the brand. But it is essential to be honest too.

Tools to close the sale

There are different types of content that you can offer to the potential customer which are oriented to close the sale. Here are some of them:

Testimonials

Let them know that you’re worthy. But you’re not the one who says it. Other clients say it in their testimonials and reviews. Nothing better than a satisfied customer to get another customer! Make these reviews visible in your website. It's the best way to get users to trust you and your products or services.

Demos

Demos are a good way for the users to test what the’ll buy before deciding it is a great way of showing that you’re super confident in what you sellbecause you know it’s good! An idea for a demo, for example, is a free trial period for a limited time.

White papers

White papers are downloadable documents that are intended to describe a problem or need that users might have and give them the solution. Providing white papers is a way of demonstrating expertise and credibility in your business sector.

Tools to generate customer loyalty

Emails

Give your potential customers the chance of subscribing to a mailing list. But don’t send them spam. Send them info that can be interesting for them or special offers that they wouldn’t get in any other way. Make them feel unique. In these emails you can send exclusive discounts, invitations to events, give them access to presales of new products, etc.

Webinars

Webinars are conferences or presentations online (in streaming) or offline that can be focused on giving exclusive information for customers.

Workflow of automations

A workflow consists of automated messages or marketing actions planned over time. This follow-up messages help to improve customer satisfaction as they feel that they are accompanied by the brand at all times.

After-sales service

A perfect way to retain your customers is by listening to them and their opinions. It can be through a satisfaction survey, a phone call, or an email. There are a lot of ways of knowing your client or customer opinion about your service or product. Combining good after-sales service with kindness and attention to detail is a great way to build customer loyalty.

Plan your Inbound Marketing strategy, taking into account the 4 phases: attraction, conversion, sale and customer loyalty, and all the tools we've explained. And if you have any questions, do not hesitate to contact usWe will help you to design an Inbound Marketing strategy adapted to your product and target.

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