Inbound marketing is a method paired with a philosophical background. The method is the way and the philosophy is to build a personal, confidential relationship. It concerns a complex customer-oriented acting.
For which companies is this approach suitable?
For all and very attractive for small and medium-size enterprises. Because the campaigns are aimed at your potential customers and are constantly being further developed and adapted.
Take care of yourself and attract strangers to your website. This includes blogging, optimizing your website and social media.
To turn visitors into leads, you have to offer something in return.
E-books, whitepapers, checklists - any information your potential customers find interesting and valuable.
E-mails and the use of CRM are ideal here.
Satisfy existing customers and interact with them. Follow up mails. This turns them into satisfied promoters.
And in all these phases it is analyzed again and again what works and what does not.
In order to successfully apply inbound marketing in practice, the basics still need to be considered.
These are semi-fictional representations of your "ideal customers". They are created on the basis of concrete data and plausible assumptions about demographic data, behaviours, motivations and goals. This means researching, analysing and scrutinising existing customers.
In order to create a buyer persona, 3 aspects should be followed:
This is the active research process of a person on the way to a purchase. The better you know the person, the better you can provide the desired content.
There are 3 phases to consider here:
Since website visitors could come to your website for the first time in each of these phases, the right content should be available for each phase.
Content in the right context - This is about the information content for your Personas
For example, in the case of blog posts, this must be tailored to the target person and their interests.
Verbreiten Sie den richtigen Content über die richtigen Kanäle, zur richtigen Zeit für den richtigen Konsumenten.