Written by: Anna Bramona
Inbound marketing is much more than a new trend. It is a marketing technique that has come to stay and yes, it also fits perfectly into your technology company. What is Inbound Marketing? It is a non-intrusive way of marketing, which does not bother and adds value. The one to fall in love with.
There are plenty of inbound marketing actions to attract customers to your company. However, all conversions in itself: create content and share it, content so interesting and with such an attractive design that, instead of going to seek the public, it will be go to look for you and it will wish to know about you. You'll love it!
This methodology always focuses to a potential customer or client, and works four stages, four different action objectives.
At each stage different tools are used, the ones that work best, but they are not exclusive ones. But really, what is the secret of successful inbound marketing?
The real secret is that it doesn’t try to sell in a blatant way. Consumers do not want to be sold like that, that's all. They want to learn new things, they want to be educated by you, and for that purpose you will take action. But before you should know exactly who you are writing for and at what stage of the purchase is that buyer, to offer them the most appropriate content. For all that, you must create buyer persona and use the buyer's journey.
It is the semi-fictional representation of your ideal client based on real data and some speculation based on demographic data, behavior patterns, motivations, objectives, challenges ... There are three steps to build buyer persona:
Investigate. Through interviews or surveys in the sector (good, bad and loyal customers, co-workers ...)
Identify trends. Built as many buyer personas as needed according to the similarities of the prospects. It is about grouping trends and unifying people to classify them.
Create profiles. These are, in our opinion, the aspects that should be taken into account in general terms. Although you should know that this will depend on how your technology company is and what it is that you really want to highlight.
Name, company title, personal and company data...
Gender, age range, income or company turnover...
Fashion words and customs
Primary and secondary goal of the buyer persona
Main and secondary challenge for the success of the buyer persona
How we help us
How you solve the challenges of your buyer person and help you reach your goals
Identify the most common objections your buyer persona will comment during the sales process
Include some actual quotes (taken during interviews) that represent your buyer persona. This will help you and your team to understand you better and put you on their skin.
You should know that your technology company does not have to have a fixed number of buyer persona. Think of them as living things that you should review annually.
Every interaction that a company has with the buyer persona must be adapted to the buyer's journey. But what is it exactly? It is the buyer's journey since he or she is interested in something, or discover the product or service, until he or she promotes it.
Yes, you read it right. Your most loyal customers will promote your product or service. It's extraordinary!
The buyer's journey consists of three stages:
Exploration. When the prospective client has a problem or opportunity and looks for information on Internet.
Consideration. Once informed, he already knows the approaches and methods to solve his situation.
Decision. When he opts for a solution or strategy and you can ultimately make the purchase or consummate the service that your company offers.
It is essential that you are willing to listen to the problems of the buyer persona and do not try to sell your products by force. You must prepare the content for each stage and gain your confidence by educating them, offering possible solutions to their concerns.
Once you have determined the buyer's journey and the buyer persona, you must create really interesting value content. They can be publications in your blog, videos, photographs, infographics, tables or databases, ebooks ... Any information you know, for sure, that will delight your audience.
Give visibility, adapt the content for optimal distribution at all times. And if you have done all your duties well, you just have to close your eyes and enjoy ... because your most loyal public will become the online promoter of your technology company sharing your publications. You will highly boost your online exposure.
Inbound marketing has our heart stolen, to date, we can only speak well of this technique. After years of working with it, we still have not found any inconvenient.