If sales through disruptive methods such as cold calling, spam emails, television and radio ads lost their effectiveness with consumers over time, what was the solution that marketers found?
A new sales methodology that will encourage spontaneous and less invasive purchases. Inbound marketing. Its foundations and pillars are the result of that great effort to find a friendly solution to this problem and today, it is one of the most used sales strategies in both B2B and B2C markets .
Inbound marketing , like any strategy designed with clear objectives, has foundations that characterize it at any time, especially if it is put into practice under the consolidation of a company.
That is why an inbound company is one that relies on inbound marketing to successfully attract, convert, close and delight its customers, with the aim of breaking social media marketing service with that sales paradigm that, to the satisfaction of consumers, has completely changed.
In this sense, if you are an entrepreneur and you decided to build an inbound company but you still don't know how to achieve it, congratulations! You've come to the right post. Below we will explain the fundamentals and pillars of inbound marketing so that you can clarify all your doubts and be able to apply each of the following recommendations.
The great advantage of these pillars is that in essence, they can be adapted to any business model, product and/or service, so we invite you to continue reading and delve a little deeper into this digital marketing philosophy .
Having a business culture
Hubspot , a pioneer in inbound marketing , points out that a company's culture is an environment that defines and informs how employees should act when interacting with consumers and how the company hires, retains and grows its work teams.
In other words, corporate culture is what identifies the way a company is. It is a comprehensive and personalized philosophy that represents an organization in the face of problems, opportunities, management situations, adaptation to changes and requirements, which are internalized in the form of beliefs to be transmitted and taught to new members, as a way of thinking, living and acting.
Among the foundations and pillars of inbound , business culture stands out as one of the most important, as it is consolidated as a vital element within any strategy within this discipline. Mainly because it is under this concept that the bases and values of an organization are structured.
Without this first step, how can you know what you want to communicate? An organization cannot devise strategies to attract and capture new customers without even knowing itself, that is, without knowing what its values, goals, visions, missions and objectives are in the short, medium and long term.
In this way, having a business culture is the first step to consolidate your inbound company and define the bases of how you want to project your business model and the offer of services and/or products that you want to enter the market.
Knowing your buyer persona
A buyer persona is a semi-fictional profile that helps you understand the mindset of your potential customers in depth. It specifies the age, profession, tastes, concerns and needs of your ideal buyers. It is a way of capturing the characteristics that a person must have in order to connect emotionally (because they like it) and rationally (because they need it) with your value proposition.
Knowing your buyer persona will allow you to more accurately know what type of content to create, what style to use, and what format is best to publish it in. In itself, it works as an essential tool to take advantage of the process of creating and distributing a particular piece of content.