When the flywheel is based on the Inbound Marketing methodology, the marketing, sales and customer service departments are responsible for keeping the wheel turning.
In this sense, the best tools and strategies for each stage are:
- Attraction : carrying out support tasks, event marketing and ads.
- Involvement : investing in customer relationship tools, especially on social networks.
- Delight : Techniques focused on the customer service department and which focus on knowing the level of customer satisfaction and loyalty initiatives.
Using Inbound Marketing, whether through the funnel or the flywheel, will depend on your objectives, purposes and, of course, the philosophy of your actions.
So, what do these processes have to do with the customer journey? Keep reading!
Sales Funnel and Customer Journey in Inbound Marketing what-are-the
In this subtitle, we will explain how each asia mobile number list of the stages of the Inbound Marketing process constitutes the sales funnel and the customer journey, working to strengthen the relationship and generate the sale.
The customer journey represents the entire decision-making process, from the moment a customer begins searching for superficial information to the point where they purchase a product or service related to that search.
An easy way to understand this journey is by using the concept of a sales funnel. Each stage of the funnel plays a role in the customer’s decision-making process and, therefore, in your company’s marketing strategy.
Just like in a real funnel, the top is where most of your audience is concentrated. That’s why 80% of your content production should be for that stage, while the other 20% is divided between the middle and bottom.
The 3 stages of the sales funnel — and the buying journey — are:
- Tope – Learning and discovery;
- Medium – Consideration and intention;
- Background – Evaluation and decision.
Understand how each stage works and how to act in each of them:
Top of the Funnel: Learning and Discovery what-are-the
At the beginning of the shopping what is data science and how does it affect business? journey, people often don’t even know they need to buy something. Their intention is to better understand a problem they are facing. That’s why this is considered the stage of learning and discovery.
Here the person will have common doubts and will learn new concepts that will help clarify the topic they are researching. They will also discover that there is much more behind their problem than a superficial search.
The most appropriate content for the top of the funnel , when the person is still discovering their pain, are:
- blog posts;
- social media posts;
- videos;
- infographics .
With easy-to-consume and easy-to-share content, it’s easy to educate your audience and help them learn enough to want to know more.
It is important to note: in the first stage of the buying journey you should not mention your products or services . The person just wants to solve their problem, and is not yet ready to buy.
Middle of the Funnel: Consideration and Intent what-are-the
So, we call the middle of the funnel the b2c fax consideration and intent stage. They’re not ready to buy yet, but after some good work at this stage, they’re likely to take a big step in the right direction.
Since your audience is already more consistent and engaged, both on the blog and on social media, and you already have a basic knowledge, it is possible to go deeper into the topics and strengthen the relationship.
The main way to do this is through content. In addition to more advanced blogs, it is worth producing rich materials such as e-books, whitepapers, webinars and targeted emails.
The best solution to convert visitors into leads is to offer these materials in exchange for data. On the other hand, a tip: the more value the person sees in your offer, the more information they will be willing to offer in exchange.
This information will be important for lead qualification and, of course, for the sales process (remember that personalization is key?).
A conversion-optimized landing page and high-value content are highly effective in generating leads.
After generating leads, it is still necessary to create nurturing flows and keep their interest more alive than ever. This will increase the purchase intention more and more, until reaching the last phase of the journey.
Bottom of the funnel: Evaluation and decision what-are-the
After generating many leads and nurturing them with quality materials, they will finally understand what the best solution is.
But the work is not done yet: they must find out which company is best suited to meet their needs.
Don’t kid yourself: While lead relationships play a big role in beating the competition, there’s still a lot of work to be done in the final stage of the process.
Otherwise, another business can benefit from the lead you nurtured and close the sale for you.
To ensure that this does not happen, it is important to make use of content, but this time in partnership with sales executives .
These contents include:
- case study;
- market research;
- pages on your site dedicated to the product (with mental triggers and social proof);
- product demonstrations;
- testimonials from active clients.
This is the right time to show the lead that he will be in good hands by becoming your client, and there is no better way to do this than by using persuasive arguments and solid data.
These contents may also interest you:
Inbound Sales: learn about this sales methodology
Inbound Links: what they are and how they influence SEO
How to do Inbound Marketing what-are-the
You already know each of the steps of Inbound Marketing, but how do you apply each of them? We will show you in practice which strategies you should use.
There is no point in knowing that Inbound Marketing has a process if you do not understand how to apply it in practice.
Discover how to implement each of the four stages of the Inbound methodology:
Attraction
Would it be advantageous for a store or restaurant to attract anyone into the establishment, even if people have no interest in buying or consuming the products? Of course not.
It works the same with your digital channels. It’s not about attracting a lot of visitors, but the right visitors.
This is what we call qualified traffic , the kind that has a real chance of resulting in a sale in the future.
How do you ensure that the people most likely to become leads and then customers are attracted to your brand? With relevant and interesting content, usually offered through the following channels:
- Content Marketing: Content is one of the main tools of Inbound Marketing, acting at all stages of the funnel. Content marketing attracts, converts and delights potential customers and clients. This strategy involves creating personas, keyword research and several other factors.
- Blog : This is the main content production channel that a company can use in Inbound Marketing. All created materials go through the blog in one way or another.