Certainly, the way in which marketing is done has been changing profoundly in recent years. Gone are the days of marketing and promotional campaigns where the benefits of a product or service were basically shouted at the customer in order to get their attention. Nowadays, companies do not approach customers, but on the contrary, they attract them, understanding that it is they around whom the company and the services offered revolve.
Gone are the days of sterile business relationships where the only doctor database objective was a transaction or sale. Now the business objective is focused on winning over the customer and creating a relationship of trust that lasts over time. Inbound Marketing is about this type of approach.
But… What is Inbound Marketing about?
Inbound marketing or attraction marketing is a strategy that includes non-intrusive marketing and promotion techniques, which, unlike outbound marketing, aims to accompany customers in their purchasing process from the moment they detect their need. This strategy involves direct and personalized treatment for each customer, which generates a relationship of trust and satisfaction towards the brand or business.
Stages of Inbound Marketing
Inbound Marketing is based on 5 fundamental pillars that are mostly compatible with the stages of the customer purchasing process. Let's learn a little about them:
Attracting traffic: through techniques such as content marketing, SEO or social networks, the user is directed to the company's website.
onversion: Once the user's attention has been captured through interesting content, they leave their data to continue receiving information, allowing the company to generate its own database or directing them directly to the purchasing process.
Marketing automation: through techniques such as Lead Nurturing or Lead Scoring, users are provided with information in an automated manner and according to their needs, which speeds up their passage through the sales funnel. This will require the integration of digital tools that allow us to ensure customer loyalty .
Loyalty: By maintaining a close relationship with the brand, Inbound Marketing allows you to not only get customers, but also true brand ambassadors, since their satisfaction with the company will have an impact on the image they offer of the business to third parties.
through the integration of cutting-edge technological tools , Inbound Marketing also allows us to measure the success of the actions and decisions taken, allowing us to improve the results of the strategy day after day.
