It is interesting how Inbound Marketing can freely explore various aspects of customer relationships. It positively impacts and enhances the action and application of concepts and practices.
Let's see how the strategy enters into some important fundamentals and leads to moments of success.
Buyer Persona
If the mission of inbound marketing is to attract a target audience, produce and generate leads, take advantage of sales opportunities and delight them to turn them into multipliers, defining exactly the characteristics of this audience can also define the entire success of the business.
In digital marketing, simply selling to customers is not enough to marketing list of rv owners establish a lasting relationship based on brand promotion. Within the inbound marketing line of work, it is necessary to create a profile that is as close as possible to those people that the brand wants to reach.
This semi-fictional profile is called a buyer persona, that is, a character similar to someone real , with well-defined characteristics to serve as the basis for the entire digital and content marketing strategy.
It is part of an imaginary context to give life to different people, centered on a personality design that must be observed carefully by everyone who, in some way, contributes to the inbound strategy.
Sales Funnel and Customer Journey
We have already said that the consumer goes through a process of understanding their own desires and throughout the journey they detect the stages in which they feel most comfortable in deciding how they will relate to the company and its brand.
This journey should be understood as beneficial, as it is an opportunity for mutual knowledge and understanding of where the concepts of added value and promotion fit best.
The sales funnel is a digital marketing tool that is ideal for helping customers navigate their journey and transition stages. If we imagine how a homemade funnel works, we can easily visualize the stages through which the customer will filter their decisions.
There are three well-dimensioned stages that are used according to the evolution, interests and approaches taken. Let's see:
Top — Learning and discovery;
Means — Consideration and intention;
Background — Assessment and decision.
Top of the Funnel
The widest part of the funnel represents the volume of potential consumers, therefore, it may have a large volume, with medium ambition, as it is not yet known who belongs to the group of long-life customers.
At this stage, the consumer knows they want something, but is still unsure about purchasing it or may change their mind if they become interested in another product or service.
It is a stage of doubts and speculation in which the persona looks for content that answers the question, suggesting some possibilities without going straight to the point, that is, without directly presenting the brand's products or services.
Middle of the Funnel
Here, with some answers or at least clearer ideas, the customer is ready to move forward a little further in the funnel stage. They are already familiar with what the brand sells or feel comfortable delving deeper into the subject.