The goal of inbound marketing is to accompany consumers throughout manufacturing email list their purchasing journey, from the moment they become aware of a problem or need until they become customers and beyond, in order to build lasting relationships and foster loyalty.
Inbound marketing includes a variety of tactics such as creating useful content (blogs, videos, infographics), using social media, search engine optimization (SEO), and email marketing to attract, convert, close, and delight customers.
Characteristics of inbound marketing campaigns
Inbound marketing campaigns include a set of strategic actions designed to attract, convert and delight potential customers:
They are customer-centric. Their main objective is to solve problems and respond to the needs of the target audience through informative, educational and entertaining content.
Content is the fundamental pillar of an inbound marketing campaign, because you deliver value at every moment. It is through content that you will guide a person in their decision-making, you will make them aware of their needs and how they can be solved.
They use a variety of channels to reach their audience, including social media, email, search engines, and the company's own website.
They use automation tools to manage and nurture leads throughout their journey. This allows them to send personalized and segmented messages based on each lead's behavior and preferences.
A crucial part of an inbound marketing campaign is measuring its performance and optimizing actions based on the data.
Inbound marketing funnel: what is it and how does it work?
The marketing funnel, also known as the funnel, is a concept that represents the process that a potential customer follows from the moment they have their first contact with a brand until they become a customer. It is used to visualize the journey that the user takes through the different stages of the purchasing process.
The marketing funnel is called this because it has a shape similar to a funnel, where the coldest leads are at the top and which decrease as they move to the bottom, where the most qualified leads are, ready to make a purchase.
Inbound marketing funnel infographic: what it is and what it does
Learn about the evolution of the inbound marketing funnel: Flywheel vs. Funnel
Funnel stages in inbound marketing
The funnel in inbound marketing is divided into four main stages: attraction, conversion, closing and delight.
Attract (Top of the Funnel or TOFU)
At this stage, the goal is to drive as much traffic as possible to your website or content through SEO, social media, and content marketing. It's all about sparking interest in your brand.
