What is the Inbound Marketing Process?

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From the start, you need to attract visitors to your website. Once they have agreed to read the information you offer, give them something in exchange for giving you their email address and that's when the real magic begins: getting them to buy your product.

Getting visitors to give you their email is not complicated. This exchange occurs when they are interested in content that you offer in the form of ebooks, white papers, templates or food and beverage email list any other format.

Discover The Inbound Marketing Process Here

In the image above we can see how each stage uses specific content and techniques to attract prospects so that they ultimately make a purchase and become promoters of our brand.

A very important point is the buyer journey, where we understand if our client is in:

The awareness or discovery stage: doing the research to understand and name your problem.
The consideration stage: you have defined your problem or need.
The decision stage: You have decided on your solution strategy, method or approach.
How do I know what my potential client wants to read?
To understand what kind of content you need to publish for each stage of the buyer journey, you need to define your buyer personas . These are semi-fictional representations of your ideal customers.

The creation of these profiles is based on real data and some informed speculation about demographics, behavioral patterns, motivations, goals and challenges.

By putting a face to our buyer, it is easier to understand how they communicate and what language they use when searching the web.

8. Content Marketing
One of the best digital marketing techniques is content marketing, closely linked to the previous point.

According to Joe Pulizzi of the Content Marketing Institute, it is “a focus on creating and distributing valuable, relevant and consistent content to attract and retain a clearly defined audience and, ultimately, to drive profitable customer action .”

Content marketing should be seen as a cycle that is constantly feeding back and relating to the previous phase, rather than as steps. This cycle consists of four stages: planning, creating, distributing and measuring.

So, you shouldn't just jump into publishing without a plan. You need to set goals and think about your target audience before you start creating.

Then, when you create your content, you must not only think about what your audience wants, but you must produce the messages in the ideal formats for the media you use.

Thus, the creativity of saying something in an attractive and interesting way for the client must be combined with media strategies that answer questions such as: where is your audience? or how do they consume information?

It is essential to define your digital ecosystem and understand where (and when) your blogs, ebooks, white papers, etc. go. Depending on your audience, at what time, how often, etc.

To top it off and start over, it's time to measure what you did. Did it work for you? If the answer is “yes,” then analyze what you did to replicate it. And if the answer is “no,” it's time to identify the mistakes so you don't make them again.

Analysis should not be done at the end of the campaign, but rather during its development. You should not sit down to analyze after having published thirty articles making the same mistake. Take advantage of the moment and make the changes that your data demands.