Being purists, Inbound Marketing requires technology that allows for exhaustive lead tracking and complete automation of actions to achieve the desired love of our potential clients. However, its high cost represents a barrier to entry for those companies that have a more limited budget for their marketing actions.
The buyer persona (or target customer)
This is a specific definition of the majority target doctor phone number list audience for the product or service we offer. The buyer persona will have a name, a surname, a job position, aspirations, problems, objections and will perfectly represent a part of our target.
We invest a lot of time to obtain the buyer personas of each of our clients, but believe us when we say that we achieve a great advance when it comes to defining a content strategy, being able to establish different writing lines that are much more effective and efficient. It is a real value proposition.
The buyer journey (or target customer purchase cycle)
Although it may be embellished with Anglo-Saxon terms and it may all seem very new, it is only about the purchasing process that a potential consumer follows, from the moment they detect their new need until they actually decide to take action and make the purchase/contract.
At this point, we must be aware that one of the pillars on which an Inbound Marketing strategy is based lies in the ability to attract our buyer persona in the earliest stages of the purchasing process, being faithful companions during the different stages that the user will go through until deciding to purchase our products/services. In contrast, Outbound Marketing strategies attack the user exclusively in the final stages, in the stages in which the user is closest to making a decision.
Content Marketing
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With the above mentioned, we can get an idea of how much easier the task of creating a content calendar is, being able to play between the different buyer personas and the buyer journey of each one of them.
Be careful! We still have a long way to go! You already know that the texts, the layouts of the guides, the videos, the tools, all of this requires time and dedication. As a customer experience consultancy , behind it is the work of many professionals who contribute their grain of sand so that the content, in addition to being useful, is beautiful and enchants that user who has entrusted their personal data so that you can continue to contact them.
Lead scoring, lead nurturing…
And it is at this point that we enter into the most differentiating part of Inbound Marketing itself. These two new words refer to a pre-established process that defines what content to provide to each user so that they mature in their purchasing cycle… and end the process with a commercial action that pushes them towards conversion.
This phase requires powerful tools that automate the entire process, but at the same time, they can consume your entire marketing budget. By opting for a more economical route, you can be a bit Inbound if you make an effort to refine and segment your database to be able to locate each user at a specific point in the purchasing process and, even if it is in a “manual” way (with the help of tools like Mailchimp ), offer them the content that has been worked on so much in the previous stages.
