Also, analyze what your user's purchasing process is like and what their motivations may be at each moment. In the Inbound process, in which interruptions are not allowed, we normally talk about three phases: discovery, consideration and decision. In the first phase, the buyer persona defines what their need is, in the second phase, they look for the different options available on the market and, finally, they decide and buy.
Define what your positioning will be and what you will offer the user at each of the three moments. However, keep in mind that 90% of the purchase decision has already been made when the decision phase is reached .
Customer Buyer Journey
3. Conduct keyword research and generate appropriate content
As we said, the power of Inbound Marketing lies largely in the useful content we offer to the user at different stages of the buyer journey. To achieve this effectiveness, it is necessary to analyze the searches that the user can perform at each stage. Create a list of keywords for each phase of the funnel and use them to generate content.
At the top of the funnel, you want to get users to reach your website or blog through more “generic” content. If you want these visitors to become leads, you must provide them with useful, quality content that they can download.
You must apply this content strategy in the different parts honduras phone number data of the funnel to collect information from the user and lead them to the decision moment, when they value your product or service to make the purchase.
Look at this example for an hourly hotel:
Stages of the sales funnel - content
4. Do lead nurturing with Marketing Automation tools
Lead nurturing consists of establishing a series of automatic interactions with the user , which will vary depending on the moment of the purchasing process (buyer journey) in which the company's leads are located.
In order to effectively deploy lead nurturing, it is necessary to establish a lead scoring and lead grading system.
5. Evaluate each lead with lead scoring and lead grading
Lead scoring consists of qualifying leads in a database based on their degree of proximity to the ideal client (buyer persona) and their interaction with the company. Scoring scores are based on implicit activities (pages viewed, forms completed, etc.) performed by the user and collected by our tool.
In lead grading, ratings are based on explicit information we have about the lead (industry, position, company size, etc.).