Origins of Inbound Marketing

[subornaakter20]

Buyer Journey
It is a framework that recognizes the buyer's progression through a research and decision process that ultimately culminates in a purchase.

Origin of Inbound Marketing

Now, I will share with you a little history: Seth Godin in his book ¨Permission Marketing: Turning Strangers into Friends, and Friends into Customers¨, published in 1999, predicted diabetes mailing list the change in consumer culture.

“Consumers will only give a company permission to communicate with them if they know what they will gain in return. The advertiser has to compensate users, explicitly or implicitly, for paying attention to its messages.”

According to Godin, consumers no longer want brands to interrupt their lives with messages that do not interest them. That is why Inbound Marketing was born.

In 2005, Brian Halligan and Dharmesh Shah noticed that most companies were falling behind in the face of evolving customer consumption habits, and that's when they decided to create Hubspot.

Halligan and Shah create a strategy that allows the user to have the best shopping experience without spam advertising, interruptive TV commercials, print advertising, cold calls, etc.

With Inbound Marketing they provided solutions to clients' problems through the creation of blogs, e-books, and white papers with content that potential clients might like.

“#InboundMarketing is completely changing the way we do business in today’s world.”

In short, the idea of ​​Inbound is to try to create an experience where the user considers that he is the one who has the power to choose what he needs and it is not a need generated by the brand. Thus creating the best shopping experience for the user .

Inbound Marketing Principles
Content Marketing: You need to produce quality content for the right people. Research is necessary to define the personas , the audience that will buy from you is very important, as well as knowing what type of content is best absorbed.
Purchasing cycle: To turn your visitors into active customers, it is essential that you understand each stage of the process. This is where the well-known conversion funnel comes in, a kind of step-by-step process leading to the sale.
Personalization: The more you know your potential customers, the more dynamic the process becomes. Being aware of the flaws when launching content makes the difference if you want to work with Inbound Marketing. Always try to personalize your posts.
Multi-channel strategy: Communication with your potential customers can flow from multiple channels, so you need to study where they are. Get information about: if they spend a lot of time on Facebook, or do more searches on Google, read messages about you, etc.
Engagement: Engagement must be precise. All published content must be carefully measured so that the strategy is, in fact, efficient.
How does Inbound Marketing Work?
There are fundamentals that we must know, define in our companies and use them as inputs to carry out each stage of the inbound methodology .

You must not lose sight of the main premise that will guarantee the success of your strategy: users do not want to be sold something right off the bat, they want to be educated about a problem or need to help them make smarter decisions.

“Users don’t want to be sold something right off the bat, they want to be educated about a problem or need to help them make smarter decisions.”

With this in mind, it is time to define and employ the following practices to make our actions more effective and fully fulfill all the functions of Inbound Marketing.

Buyer Personas
Buyer personas are semi-fictional representations of your ideal customers , based on real data and various demographic speculations that tell us who this figure is, what their tastes, motivations, needs, objectives, behaviors are, and everything else we consider relevant.

The reason you should define buyer personas is because it will help you create truly valuable content for your target audience.

“The reason you should define buyer personas is because it will help you create truly valuable content for your target audience.”

You can't just write any post on any topic, because it must be strategically targeted at those particular users who might be interested in your product or service and will therefore value your content positively.

To create your buyer personas you must carry out three key actions: research, identify trends and create buyer profiles according to the information collected.

Ultimately, your buyer persona will be your guide to creating strategically focused content to attract your target audience and guide them through the entire inbound process, paying attention to their particular needs and increasingly personalizing your messages.