Inbound marketing para dummies

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¿Qué es el inbound marketing?

El inbound marketing es la estrategia a través de la cual se atraen a personas para convertirlas en usuarios y promotores de tu marca, consiste en hacer marketing de atracción a través de la producción de contenido relevante e interesante para el cliente, con el propósito de engancharlo hasta que realice la compra.

Este concepto surgió ante la necesidad de identificar y acompañar el proceso de compra del cliente potencial, ya que, con la llegada del internet y el uso de espacios digitales para la expresión de opiniones sobre productos y servicios, la relevancia de las empresas pasó a segundo plano.

Así mismo, la llegada de los buscadores y la apertura de las redes sociales llevaron a la democratización de la información, la pérdida de control de los contenidos por parte de las empresas y la toma de control de los clientes y usuarios sobre sus gustos, opiniones y deseos.

Estos cambios han obligado a las empresas a crear diferentes estrategias que impulsen a las marcas en todos los medios posibles, haciéndolas destacar de la competencia que hay en la red, por lo que al interior deben surgir estrategias comerciales novedosas. 

Sin embargo, esto no solo consiste en ofrecer un producto y esperar la transacción, se basa en relacionar y vender diferente. En este proceso influyen el ciclo de compra del cliente, el ciclo de venta por parte de la empresa y el contenido que se comparten.

El proceso de compra del cliente se basa en cuatro fases 

  1. Descubrimiento:

    Aquí el cliente es consciente de que tiene una necesidad y que alguna empresa que puede satisfacerla, aunque no tenga claro cuál de ellas pueda hacerlo.

  2. Investigación:

    Luego de haber identificado su necesidad, los compradores inician la búsqueda del servicio o producto que va a satisfacer su necesidad, haciendo comparaciones entre las empresas que está considerando.

  3. Decisión:

    En esta fase, el cliente está listo para seleccionar el producto, proveedor y la acción que va a realizar (reserva o compra, por ejemplo).

  4. Valoración:

    Luego de cerrar la venta, los compradores pueden dar su opinión acerca de los productos, el despacho de este, la atención al cliente y demás factores que ellos consideren importantes.

Etapas del embudo de ventas

  1. Atraer:

    Teniendo la información recopilada de los públicos y la creación de la propuesta de valor, debes diseñar estrategias para atraer al público hacia tus canales.

  2. Convertir:

    En esta etapa se conoce el impacto de atracción y se mide las posibilidades de venta. Aquí los clientes te comparten sus datos personales para luego, realizar las acciones siguientes, ya sea de venta o solo por interés de los contenidos.

  3. Vender:

    Entre convertir y vender se deben realizar acciones de relacionamiento con el fin de crear un acercamiento efectivo con el cliente; ya en la venta, se espera la transacción de cierre.

  4. Fidelizar:

    El propósito de esta etapa es mantener interesado al cliente por tu marca y sus productos.

Como eje transversal a todas estas etapas, y tal como lo mencionamos en un principio, el contenido que produzcas para redes sociales y sitio web serán los que atraigan y mantengan la atención de tu público en tu marca, para luego llegar al proceso de venta.

Estos contenidos pueden ser en diversos formatos y para las múltiples plataformas, algunos de los que podrías compartir son: Blog, noticias de interés, preguntas frecuentes, casos de éxito, landing page, ebooks, webinars, demos, podcast, mailing, premios, concursos, eventos, newsletter, entre otros.

En conclusión, al aplicar esta estrategia de inbound marketing podrás mejorar tus ventas y asegurar tus clientes y así, garantizar un espacio en su mente. Te recomendamos ser constante y siempre estar muy atento a ellos para poder responder a sus gustos y necesidades.

Referencias:

CIMD [Corporación Industrial Minuto de Dios]. (2018). Pasos para crear un embudo de ventas (plantilla gratis incluida). Recuperado de https://mdc.org.co/blog-formacion-embudo-ventas/

Madero, Martha. (2016). Las 4 etapas de desición de compra del consumidor. HubSpot. Recuperado de https://blog.hubspot.es/marketing/etapas-de-decision-de-compra-del-consumidor

Autor: Minuto de Dios

Autor: Minuto de Dios