Inbound Marketing Steps: concepts and how to apply?

Inbound Marketing

The steps of Inbound Marketing are:

  • attraction;
  • conversion;
  • relationship;
  • sale;
  • enchantment;
  • analyze

In a Google search, you can find different divisions for the Inbound Marketing steps. But the 6-step model allows you to have a more detailed view of each phase of the buying process and, most importantly, of how you can build an effective sales process.

Shopping funnel, the consumer journey and content marketing are some of the terms that are commonly confused with Inbound Marketing.

All of these terms, however, involved with the overall strategy they are, do not represent the set of steps of Inbound Marketing.

Inbound Marketing is a form of marketing that has the premise of attracting and not interrupting the potential consumer.

For example, for an ad to be shown on TV or even on Youtube, during the program you are watching, it interrupts the programming you were interested in, to “talk” to you.

In Inbound Marketing, marketing actions are part of this main programming, and that is why this strategy is often confused with content marketing.

To get rid of this doubt, it is important that you know that content marketing is one of the tactics used in Inbound Marketing. But, it is not the only one.

But, after all, what are the steps of Inbound Marketing? Find out, next!

6 Steps of Inbound Marketing: Complete Guide!

1. Attraction

The first step of Inbound Marketing is attraction, more specifically, the attraction of internet users who are “walking around” to your company’s official pages.

Among the most common attraction strategies are:

  • production of relevant content for the blog;
  • SEO ;
  • marketing for social media.

The sponsored links are also attracting actions, but are commonly seen as Outbound Marketing strategies.

Read more at What is inbound and outbound marketing: which one to use in your business?

The production of content for a blog is one of the strategies that most interfere in SEO results, that is, in the ability of a website to rank pages within search engines like Google.

Interested? Then go to the article, “ How to rank on Google: the 5 SEO secrets for the website”.

Going back, for your content strategy to really bring organic hits to your company’s website, blog or landing pages, it is important to use together with some SEO tools, such as Google Keyword Planner or marketing automation software.

In this second case, the system already incorporates a keyword research tool. But, we’ll talk about this software throughout the text.

In the attraction stage, the objective of your actions should be to attract the attention of users who have often never heard of your company.

Image source: Modern Marketing

2. Conversion

Converting a visitor into a lead is the goal of this second step of the Inbound Marketing cycle.

If your attraction strategy caused a user to click on your material and land on your website, blog or landing page, you can’t let that visitor walk away without leaving anything!

The capture leads is one of the key actions within the proposal of Inbound Marketing.

If a visitor accesses your company’s page and leaves without leaving a contact, he or she does not proceed to the next steps of Inbound Marketing.

Of course, this visitor will have already advanced in their relationship with your company, but you will have fewer opportunities to “talk” to them directly.

To convert a user to a lead, you will need:

  • tempting offers;
  • create landing pages;
  • offer forms;
  • CRO tactics.

The CRO is the acronym for conversion optimization, which in turn, focuses on creating ways to facilitate and encourage the visitor’s conversion to lead. To do this, the CRO focuses on:

  • generate better user experience;
  • optimize the content through copywriting ;
  • create conversion channels such as landing pages;
  • perform A/B tests.

3. Relationship

After capturing the lead, it’s time for your company to relate to this contact.

In this phase of the Inbound Marketing cycle, it is essential that you understand the needs of the personas present at each stage of the customer journey.

Communication must be targeted and segmented so that your strategy encourages the lead to advance through the stages of the sales funnel.

If you still don’t know how to organize a sales funnel, go to the article; “ How to Build a Sales Funnel Using 3 Fundamental Concepts”.

Among the actions to build the relationship between your company and leads are:

  • email marketing ;
  • SMS marketing ;
  • contact segmentation ;
  • marketing automation flow ;
  • leads nutrition.

To carry out each of these Inbound Marketing steps, it will be necessary, once again, to rely on technology and bet on the use of an automation tool.

Otherwise, it’s highly unlikely that you, even with the largest marketing team in the world, will be able to successfully nurture leads.

4. Sell

When a lead is ready to buy, it’s time to ensure that he or she will have the best possible experiences that will secure the sale. But how do you know this?

The marketing automation software will help you identify leads that have moved from MQL to SQL, ie from qualified marketing lead to a qualified sales lead. This happens through features such as Lead Scoring (lead scoring).

For this stage to work, your marketing and sales team must-have tools such as CRM at hand that enable customer management, until the business is completed.

Just as the marketing department can rely on the steps of Inbound Marketing, the sales department has the support of Inbound Sales actions, a set of intelligent strategies to convert, this time, the lead into a customer without forcing a sale.

5. Enchant

Not everything ends when it ends! In marketing, this is an absolute truth!

Winning a customer costs about 5 times more than retaining an old one. Therefore, if you are looking for more sales and better ROI, creating actions that focus on this step of Inbound Marketing is essential.

Also, the customer who has just made a purchase expects the relationship to continue, not that you turn your back on him.

When it comes to enchanting, focus on customer success actions ( customer success ) and advanced content to be able to turn this lead into a promoter of your brand and, who knows, make him buy again.

6. Analysis

The analysis is an “extra” step of this entire process. It must be performed at all times. That’s why the title of this article is “5+1” steps of Inbound Marketing.

The Inbound Marketing metrics must be analyzed at all times to ensure better results in all stages.

Now that you know all the steps of Inbound Marketing, it’s time to put them into practice, for that go to the article; “ How to make an Inbound Marketing plan: step by step to get started!”. 

Inbound Marketing Tool: How to put it all to work?

As we talked about throughout this article, the actions of the Inbound Marketing cycle, to be well-executed and really increase the return on investment, need the technological support of an Inbound Marketing software, also known as a marketing automation software.

A lahar is a marketing automation software that offers features such as:

  • creation of landing pages (no codes needed) to capture entries;
  • scheduling and monitoring of posts on social networks;
  • email marketing tool for creating campaigns and automation;
  • management and segmentation of contacts registered in the tool;
  • lead tracking and lead scoring to assist in the Inbound Marketing strategy;
  • unified reports that help with decision making;
  • and more!

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