Given the nomenclature of this perspective, many have used inbound marketing as a synonym for attraction marketing when it is not!
While it is true that attraction marketing is what is used in inbound marketing with the aim of attracting consumers in their process within the purchasing funnel, it is no less true that this is only one part of inbound marketing.
Inbound marketing is broader, as it also includes what I often call ‘closing the loop’.
What do I mean? It uses two essential techniques to assess the prospects that come through the attraction channels and then nurture those prospects accordingly.
These are lead scoring and lead nurturing, respectively.
The phases of inbound marketing
Fundamentally, inbound marketing aims to intelligently influence a purchasing decision long before it appears in the mind of the person making the decision, that is, throughout the entire process that a person goes through until deciding to buy a product or hire a service, even when they value repetition.
In this sense, the work of About australia email list inbound inbound marketing is materialized in these 5 phases of the purchase funnel:
- Awareness: when the consumer becomes aware that he or she has a need that your project could satisfy and already considers you as one of the options.
- Consideration: When the consumer carefully evaluates all the options they have identified, including yours.
- Preference/Intentionality: when, after evaluating the options, one opts for a specific one due to emotional and rational factors.
- Purchase: when the purchase is made.
- Repeat Purchase: When how do they arise and why are they so important in marketing? you repeat the purchase.
The idea, as I explained, is that you can influence these phases in an intelligent way; this is what inbound About inbound marketing is really about in all its complexity.
Only for large companies?
Absolutely not.
It is true that, applied in all its phone database complexity and scope, inbound marketing requires many assets and, therefore, not all companies are in a position to materialize such a full application from the beginning.
But the good thing about it is that it allows you to ‘change your mindset’ and learn to act differently when it comes to getting clients.