Inbound marketing is all about reaching out to your target audience and introducing them to your brand, products, and services. It’s a proactive approach that uses digital and other channels to attract and engage customers. If you’re new to inbound marketing or need a refresher on some of the terminology used in this field, this list will help you get up to speed.
Buyer Personas
- Is it the ideal Target Group? No
- Are they ideal customers? No
In Inbound Marketing terminology, Buyer Personas refer to very specific characteristics of people and/or businesses that are aligned with your business’s temperament, personality, vision, and goals.
To find them you need to do research.
In addition to the usual questionnaires, demographics, psychographics, challenges, and motivations, research should extend to finding out how your Buyer Persona will interact with you.
- Does he, for example, use your website or blog to read, watch videos, or download something, save it and view it later?
- Will he see the content on PC or mobile?
- Interact by commenting, liking, or sharing?
Buyer’s Journey
In the terminology of Inbound Marketing, the term Buyer’s Journey is used to briefly describe the stages that the modern consumer goes through from the moment he identifies his problem or desire, until his purchase decision.
Bearing in mind that nowadays the consumer does not decide to make any purchase with the same ease and speed as he did in the past, understanding the Buyer’s Journey will help you better understand the reason why he will not buy the moment he does you want.
However, see additionally the six (6) most common reasons they don’t buy.
- They do not understand the value of what they will get and why it is useful to them.
- They want you to make them want it by giving them the relevance of value.
- They don’t believe you
- Because it doesn’t work for you
- They have not seen results in others
- You are not properly supporting it as a role model
- They think they can’t do it (when it comes to services)
- They can’t afford it
- They don’t want it NOW!
Awareness
This is the first (1st ) stage of the Buyer’s Journey.
The term awareness is used to describe the awareness of a consumer’s desire for a product, service or opportunity, resulting in the search for ways and businesses to meet it.
Consideration
It is the second (2nd ) stage of the Buyer’s Journey.
The term Consideration is used to describe the situation in which the consumer has now identified the businesses recognizes what each of them offers and tries to find the most ideal way to meet his desire.
Decision
This is the Third (3rd ) stage of the Buyer’s Journey.
The term Decision is used to describe the situation in which the consumer, having now acquired knowledge, is asked to make a decision by comparing companies that provide similar products or services in terms of price and service.
Attract
It is the first (1st ) step of an Inbound Strategy
What you need to do is express enthusiasm for the quality of your product or service, just as you would in a real-life conversation.
For best results use all five (5) ways people learn, which are:
- Reading – Articles & Posts
- Watching – Videos & Webinars
- Listening – Podcasts
- Participating in training – Workshops
- Participating in live events – Conferences & Exhibitions
Convert
It is the second (2nd ) step of an Inbound strategy
The better you have performed the first step (Attract), the more curious visitors to your website and blog will be.
The term Convert is used to describe the conversion of these visitors into leads.
To achieve this you should have installed mechanisms and tools so that your Buyer Personas can perform at least one action, which can be, for example:
- Subscribe to the Newsletter (not recommended)
- Fill out a form to get an eBook
- Making a purchase, closing an advisory session.
Deciding what that visitor-to-lead conversion action will be varies depending on what you’re doing and what industry you’re in.
Having managed to ethically and honestly get your prospect’s contact information, you will get:
- The right to communicate with him/her.
ATTENTION. Only for a reason, you registered. - Subtly and educationally remind your presence.
- Educate him/her further on the value your product or service has for him/her.
ATTENTION. Not about how good your product, service, and company is! - Build a relationship of trust with him/her.
- Establish yourself in his/her mind as a leader in your industry.
- Keep him/her “warm” until his/her purchase decision.
- Stay away from price competition.
Close
It is the third (3rd ) step of an Inbound strategy.
The better you have executed steps one (1) and two (2), the more chances you have that he will buy from you.
In Inbound Marketing terminology is used to describe closing a deal or sale.
To achieve this you should have integrated Inbound sales techniques, methods and processes.
In case you need help in the sales processes of your business, contact us.
Delight
It is the fourth (4th ) step of an Inbound strategy.
It is the most decisive step of the Inbound methodology and the one from which real marketing begins!
Delight concerns the support and further “education” of the customer on the product or service purchased from the company.
Its correct execution will ensure you:
- Easier up-selling and cross-selling.
- Increase your annual turnover.
- Free advertising from your own customers.
Leads
In Inbound Marketing jargon, Leads describe visitors to your business website or blog who have taken the action you asked them to take, giving you their details for further communication and educational marketing.
CTA Call To Action
In Greek and in Inbound Marketing terminology it means Motivation to Action.
Every business website page, blog article, social media post, and email should include such a prompt.
The simplest versions can be in the form of linkable text or a button with verbal words such as do, download, learn, accompanied by the topic which can be eBook, white paper, report, article, etc., and usually accompany the Lead Magnets ( see below )
Lead Magnet
It is the content in the following formats
Case study, video, infographic, whitepaper, spreadsheet, eBook, template, research report, checklist, webinar, PowerPoint, Slideshare, DVD programs, audio programs, teleseminars, subscription membership, speaking at events, online training, coaching and consulting, mastermind programs and many more.
It is otherwise known as ethical bribery and is usually placed on website pages, blog articles, landing pages and Social Media.
It is always accompanied by a motivation to action CTA Call to Action
Lead Nurturing
Lead Nurturing means “care” of the prospective customer – Lead.
This care starts from the moment you expressed interest and interacted with the company and is a continuous process that aims to:
- Help and support to make the right purchase decision
- The confirmation of the correct – intelligent decision, with the maintenance of didactic communication even after the purchase, has been made.
It’s about the methods and tactics you need to use to build and maintain human – first of all – relationships in order to gain their respect and trust.
As a result the extra sales you make to them and the people they refer you to will come as a natural result of the integrity and respect you have shown them.
How can you do it?
- Additional educational content (articles, videos, podcasts, webinars, combos) about the product or service they purchased from you.
- With a greeting card on his/her celebration or birthday.
- A remarkable personalized discount in the Christmas or Easter holidays.
- A simple phone call to say hello.
Conclusion
Inbound marketing is here to stay and will be the most sustainable way of reaching out to customers. For businesses that have not adopted this marketing strategy yet, it is time to stop procrastinating and get started with a campaign that can give your business an edge in the market.
In case you are still confused about terminologies used while doing inbound marketing, don’t worry! Check out our blog where we have listed a number of terminologies related to Inbound Marketing. You can also leave comments if there are any other important ones missing from the article!
