The 4 stages of the Inbound Marketing strategy

Before getting down to work with the Inbound Marketing strategy, we need to define our Buyer Persona and its Buyer Journey. Why? It’s simple. Around these two elements, the strategy we define will work out. Moreover, if we know our buyer person, it will be much easier to detect their pain point and impact more easily.


We need to know what our ideal client is and what behavior he has when interacting in order to offer him the best possible experience. In this way, we will turn complete strangers into customers of our business and increase our sales.


Once you have defined your SMART objectives and the two key variables, you must develop the 4 main pillars of an Inbound Marketing strategy: Attraction, Conversion, Closing and Loyalty, which I will explain below. Each of these stages is concatenated to achieve the ultimate goal that we set ourselves, that beyond loyalty to the user to become a subscriber, it is still increasing sales.

The 4 stages of Inbound Marketing:

Las 4 Fases de una estrategia de Inbound Marketing

1. Attraction (Visitors):

Do you have a new website and still do not have enough traffic?, or on the contrary, do you have an Internet presence but not enough visitors to your website or do not know if it is a qualified traffic? In the attraction phase, all the actions we are going to carry out will have the objective of achieving the “ideal traffic” depending on our business or service. Therefore, we should not force for getting the more traffic the better, since we care more about quality than quantity. We are not looking for any type of traffic, but we exclusively want our potential clients, that is, our Buyer Persona. For this, the main techniques that we are going to use are:

  • SEO:

Nowadays most people inform themselves via Google before making a decision when making a purchase. Therefore, we must ensure that if you are looking for something related to our business, we will be among the first search results. And here comes the complicated part, since it is not easy or fast to be able to position yourself among the top positions, not to mention that practically no one passes to the second Google search page, so we must put all our efforts to achieve greater visibility.

What do we have to do? Ideally, perform an SEO audit where you will specify all the points that we need to improve. Divided into three large groups:

  • Indexing
  • WPO
  • Content

Subsequently, some of the tactics that we will have to do is to do a Keyword Research, that is, a good selection of the keywords by which we want to position ourselves using tools such as the Keyword Planner or Google Trends, among many others. In this way, perform the optimized SEO On Page of our website based on the previously selected Keywords.

This part, is directly related to SEO, moreover, it could be developed within the SEO section, but since within the scope of Inbound Marketing it has so much importance, I have thought it necessary to create a section outside of SEO.

One of the most important parts of Inbound marketing is content creation. Unlike traditional marketing, which impacts users with generic ads that interrupt and annoy, in Inbound marketing we are offering added value through content that may seem interesting and that solve their problems and needs, being these content sought by our potential customers.

For this, the Keyword Research carried out previously will be essential to generate that content and add it to our blog, because another of the essential tools when it comes to capturing quality leads will be the creation of a blog.

  • Social Media:

Once the content is created, we cannot sit idly by and wait. We will have to share it through our social channels to make it known to as many people as possible who are interested in the topic we are publishing.


For this, it is essential to define which is the most interesting channel for this, for example for us, the ideal and the best result we have is, without a doubt, LinkedIn. You must do the same. For example, if you sell crafts, two wonderful channels to market your products are Pinterest and Instagram.


Some of the elements that you will have to take into account and create them will be:

  • A publication calendar
  • Tool to program the content, monitor them and analyze results. If everything is integrated, better than better.

This will be key to have an organization in your content and avoid any reputational crisis that may arise.

  • PPC campaigns

Similarly, at Digital Menta, we always recommend the merger between SEO and PPC to create a perfect mix between now and the future, that is, the PPC is a much more immediate strategy, while SEO is slower.


Within the PPC campaigns we divide between SEM and Social Ads.


SEM is very interesting since you directly attack the user’s search intention without having to “fight” for the first organic positions, with all the variants it has. While in Social Ads you make your brand known, you can impact your users, promote products and remarketing among many other options.

2. Conversion:

We have implemented the attraction strategy and we are getting qualified traffic, and now what do we do? We need to convert those visitors into leads, and for this we want them to provide us with their contact information, which is not a simple task.

To do this, we have several tactics to do it.

Contact form on blog and web

If you are starting to attract visitors to your website and are landing on your blog entries, it will be essential to add contact forms within the blog section. Also, on the home page it is usually going to be the most interesting.

That is to say, it is to implement effective CTA “calls to action”. They will have to be elements that stand out from others and that call the user’s attention with a message that clearly says ‘what they have to do’, and the reward they are going to receive in return if it were the case.

Offering content as a download does not have to be your main focus, it is complementary to the content of the blog, which you must work on.

Content offer

As I said, create relevant content (study, success stories … ) and exclusive (ebooks, white papers, podcasts, etc.) for your potential leads, it is usually a great strategy, especially if we complement it with a Social Ads strategy, in our case on LinkedIn.

Landing pages

Creating a landing page, that is, a landing page with an optimized form (not too long or complicated) in which the user provides their data in exchange for accessing “premium” content. With this e-mail and this name, you get a new lead and from there you can start impacting him/her through email marketing and more personalized content. In this article we are giving you the key points to design a conversion-oriented landing page.

3. Closing

Once you have those leads in your CRM, you must generate segmentation of lists and start your email marketing strategy to send useful and personalized content depending on the Buyer Journey stage in which they are located, so it will be interesting to have created a Customer Journey Map. Their interactions will let you know which ones are closest to becoming customers and have a series of actions or others ready. To do this, you must perform lead nurturing (lead maturation) and lead scoring (lead qualification), in addition to implementing a S-Marketing (sales + marketing) strategy in your company.

In our case, we use Sales Force together with Pardot to design this whole strategy, we capture the leads through the web forms and depending on the stage in which our lead is located.

4. Loyalty

As you can see, getting “strangers into customers” is not a simple task. Therefore, do not forget! It is essential not to miss those users who have ended up buying your products or services.

We must set ourselves as a key objective to turn them into happy consumers so that they are not only punctual buyers, but also recurring buyers and also evangelizers of your brand. With the result, obviously, that they will promote you in their social networks and in their closest circle, making your visibility increase considerably.

To do this, you must take action that makes the user unique, that feels important to the brand and not a mere billing number.

For example, create private clubs, offer them special discounts, share the publications in which they name us … and everything that you can think of.

Long story short

If you know us, you know that at Digital Menta, we give great importance to analytics, if it is not measured it cannot be improved, so it is necessary to measure and analyze in each of the stages, selecting and defining the metrics and KPI ́s most relevant to your business. In this way, we can improve by reviewing and polishing our strategies.

Conclusion

As you have seen, the achievement of a good Inbound Marketing strategy must be a priority in the vast majority of businesses, for this you must take into account these phases that I mentioned and do them in a timely manner.

With them, you will get endless advantages in your company that you had not noticed to date.

Are you applying Inbound Marketing Strategies? Did you know the 4 phases of Inbound Marketing? What results have you obtained?

Written by

Carlos Miñana

INBOUND MARKETING · 26 / 03 / 2020

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