Customer loyalty occurs when they become regular buyers of a business’s products and services and brand ambassadors. It is the coveted stage for companies that concludes the phases of a marketing activity that is very popular today. The name of this activity is inbound marketing, and if you’re not already doing it, you’d better hurry to approach this strategy and expand your customer base!
Content, the heart of inbound marketing
Inbound is an innovative marketing strategy that allows you to attract new customers without resorting to intrusive or push advertising, but through educational and engaging content. Your customers will be guided through four stages of a process that, if executed skillfully, will eventually lead to their loyalty. Let’s analyze this process by delving into each of its stages:
- Attract – Today, users are increasingly inclined to seek information online before making a purchase; this represents an excellent opportunity to capture their attention and provide answers to their queries. Creating content will allow you to engage, inform, and involve your target audience. Given the strong competition to capture users’ attention on the web, you’ll need to focus on valuable, well-written content, select the right channels, and do meticulous work on keywords.
- Conversion – Once your content has made an impact on visitors, it’s time to turn them into contacts, meaning adding them to your lead database that you can contact in the future. How to achieve this? Through a landing page, users can enter their data into a form to access other free content or subscribe to a newsletter. During this phase, focus on the call to action, whose setup will be crucial in persuading your future leads to subscribe.
- Close – By ‘close,’ we identify the phase in which leads become customers by making their first purchase. Now you can send emails and newsletters to your leads containing personalized offers and promotions, gradually leading them to the close.” Even in this phase, content is crucial: creating targeted content for your contacts will increase the chances of spontaneous conversion.
- Loyalty – Loyalty programs serve to ‘nurture’ the customer and gain their trust by maintaining high satisfaction. After the closing phase, don’t forget about the customer: every customer can make new purchases or become a potential promoter of your company if you continue to offer them value even after the sale. Engage them through new, smart content, events, and social media, keep interactions alive, and encourage them to leave reviews.
The role of a Buyer Persona
To ensure the success of your Inbound Marketing strategy, it’s important to have “qualified” leads in your database. The buyer persona is an archetype of your typical customer. To define your buyer persona, you can use demographic data, behavioral characteristics, interests, etc. The goal of this strategy is to attract contacts potentially interested in your business, more likely to generate conversions.“
Inbound marketing for B2B companies
We conclude our guide to inbound marketing with a brief reflection on B2B companies. These businesses can reap significant benefits from inbound marketing, including a better cost-benefit approach, result traceability, the opportunity to develop their authority in a specific topic, and the ability to personalize messages and build trust with customers.
The most important step: get started!
Now is the time for action. Inbound marketing is a long-term strategy that requires commitment and expertise, but it delivers extraordinary results; if you’ve decided to approach this tool and don’t know where to start, you can rely on our free digital analysis to assess how this strategy can contribute to the growth of your business.
