Now that you understand what Inbound Marketing is! you may be wondering “where do I start to apply this whole process?” From the Buyer Persona and the Buyer Journey .
Buyer Persona
Before starting to implement an Inbound Marketing campaign! it is essential to define your target audience: the Buyer Persona .
The Buyer Persona can be defined as a sort of representation of the typical customer and is outlined in order to precisely identify customers and potential customers! simplifying the content strategy that will have to be proposed in the Inbound campaign.
Each business can have 2-3-10 and more Buyer Persona profiles created with the aim of determining a complete picture of all typical customers.
To outline the Buyer Persona! it is enough country email list to know the company’s customers and carry out market research ! surveys and interviews to obtain detailed information on: consumer behaviour ! social culture ! age ! work performed ! hobbies etc.
The buyer Journey is the “consumer journey”! a sort of path that a user takes from the moment he comes into contact with the company that offers a service/product of interest to him.
The Buyer Journey is characterized by 3 steps:
- Awareness : Awareness of a problem that needs to be solved or of a need
- Consideration : the consideration! the search for a solution to solve a problem
- Decision : The decision/conclusion that directs the customer towards purchasing a product or service
Content and offers within the Buyer Journey
These phases go hand in hand with the creation of content that adapts to three phases of the conversion funnel:
In these phases the proposed contents oxford summarizes five categories will be different from each other with different objectives and purposes in each phase and will have to be planned and created in order to push the user
The content must be associated with a specific offer for each phase in order to push the user to release useful data and bring them ever closer to the conversion:
The offers will be respectively:
The conversion path Best practices for – Conversion path
The in an Inbound Marketing strategy is a studied and precise path that allows you to transform a site visitor into a lead.
The conversion path begins with content . The clean email content proposed in a blog post or simply on a website page must have calls to action that! once clicked! lead to a landing page where it is possible to download an offer .
This landing page will be clearly Best practices for structured! without headers and footers so as not to distract the user! with a title that reflects the call to action that the user has just clicked! an image or video with the offer that you intend to propose! a summary of what will be present in the offer and with a contact form .