In order to have Buyer Personas or "ideal customers" is necessary to have certain content marketing actions with valuable content for each stage of the purchase cycle. For starters, you must understand what is the Buyer Journey about. This is one of the inbound marketing good practices that has became a fundamental pillar of this methodology. It is an active search process that a potential customer performs before making a decision and purchasing a product or service. This is why is very important to know who we are going to talk to and in which stage their purchase process is.
In the internet world, when two businesses make an exchange of either services, information or products, this is considered B2B, or Business to Business. This is different from a business interacting with consumers. An example of this would be the manufacturing of a certain product. If one business contacts another business for specific parts or information related to the process of creating the product, this is B2B. The final product can then go on to be sold to consumers.
In today’s digital world, the potential customers are under a huge number of stimuli which makes harder the job of standing out and being able to reach them successfully. Potential customers are not a passive element in the buying process. Nowadays, they make well researched and well thought purchases, using the elements that the Internet provides them. If your product was not part of that process, you were out of it before it started.
Negative buyer personas, also known as exclusionary personas, are profiles of individuals who may initially appear to be a potential buyer but who are ultimately not a fit for your organization. Negative buyer personas are important because they will help you save time and money by not marketing to individuals who are unlikely to become customers.
An inbound customer is a customer that arrived at your website, became aware of you and purchased from your company as result of your inbound marketing efforts. Inbound customers are important to your business because they demonstrate the effectiveness of your inbound marketing strategy and in general, cost much less to convert than customers gained via traditional marketing methods.
A hard bounce occurs when an email isn’t delivered because the receiving address is either invalid or doesn’t exist. Hard bounce is an important email metric to track because it shows, along with the soft bounce metric, how many of your emails are being delivered, and additionally, provides insight on the quality and health of your email lists.
Content can be used effectively as a great marketing tool, and without it there would be a great deal of difficulty when it comes to generating leads and following through. What you can offer your clients in the way of content offer can include checklist, white papers, eBooks, web tools, guides and much more.
An eBook is simply the electronic version of a printed book. The purpose of an eBook in marketing is to generate leads, so it is important to focus on a topic that naturally leads your audience further into the sales funnel. Although your intent from a marketing perspective is lead generation, your intent from a content creation perspective should be to focus on an area that your audience wants to learn more about. How to and best practice approaches tend to perform well in the eBook format.
A thank you page is presented after a lead submits a form on a landing page. A thank you page, as implied, thanks your new lead for their interest in your offer and delivers to your lead the content that was offered. While a thank you page marks the end the conversion process, it provides the opportunity to move your lead further along in the buyer’s journey by providing new content offers, links to blog posts or social media profiles.
The base of an Inbound Marketing strategy are the qualified leads for the company and these normally are generated when we offer them valuable content for them and through a form that must operate in a landing page, where they give us their personal information. We follow up and educate them with even more content ready for that prospect and get the lead identified in the sales funnel, depending of the stage the lead is currently at.