You may have heard that the cost of acquiring a new customer is much higher than the cost of keeping and reselling those we already have. And, be careful, because it is important to know how to differentiate that retaining your customers is not the same as having loyal customers. mobile telephone numbers australia In this sense, in inbound marketing a retained customer is one who has acquired a certain commitment to your business and, whether satisfied or not, has the obligation to stay with you.
On the other hand, when we talk about a loyal customer we talk about much more. We are talking about a client who continues to buy voluntarily from you because, really, he is happy with what you offer him.
The difference is huge, right? For this reason, one of the phases that I like to emphasize the most when considering how to make an inbound marketing strategy is precisely that of loyalty.
What do you think if we go deeper into this topic with definitions and some example of strategy? At the end I will reveal to you how to apply the secret ingredient (my favorite); Content marketing!
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Inbound Marketing Strategy: Phases and Concepts
The reality is that digital marketing agencies do not focus solely on loyalty when generating a flow of customers, since in inbound marketing there are different stages that follow, and that have to be controlled as a whole.
Therefore, before talking about loyalty as such, I want to put you in context with a brief review of these phases as if it were a funnel or funnel and, beyond; addressing the “flywheel” concept.
➽ Phases in an inbound marketing strategy
From the moment a client is impacted by our brand content for the first time, until he becomes a client, he goes through different phases, which must be taken into account when sharing information.
Broadly speaking, and as if it were an inverted funnel, our prospects go through the following phases:
Discovery : In this first stage, whether or not the user is aware of their need or problem, they receive a first impact that generates interest, which is known as the top of the funnel (TOFU) content, with which we will look for a first conversion to get your contact (usually your email), going B2B Phone List from being an unknown user to a “lead”.
Research: This is where the user really begins to show interest, and you have to make him understand with your inbound marketing strategy that you have the solution for his problem or lack. Here we would talk about middle of the funnel (MOFU) content.
Decision : In a third phase, the prospect is ready to receive your offer (be it a product or service) and evaluate it to make the purchase decision. Here we would create what is known as bottom of the funnel (BOFU) content.