To achieve this, it is essential to use organic positioning techniques ( SEO ), focusing on the keywords that interest us most.
In the attraction phase there are two closely related terms that are considered fundamental in Inbound Marketing to get a user to visit our website or blog.
We are referring to the Buyer Journey and Buyer Persona , terms that we will proceed to give a more detailed explanation:
The buyer journey is the term we use in Inbound Marketing to refer to the active search process that every potential consumer carries out before purchasing a product or service.
The buyer journey is the path that a user follows hospitals email list from the moment they have a need or problem, during their research into possible solutions and alternatives, they get to know us, and finally decide that we are the best solution for their situation. It is also known as the customer journey.
Buyer Persona
A buyer persona refers to a semi-fictional representation of our final (or potential) consumer built from real information about your ideal client. It takes into account data such as age, job, habits and beliefs, as well as aspects related to their behavior, needs and motivations.
It is about understanding our target audience, to understand what they need from us and find a way to help them.
In an Inbound Marketing strategy, it is very important to know the purchasing process of our buyer persona. This will help us in the creation of content, product design, lead tracking, sales and any other activity that is related to customer acquisition and retention.
The key to successfully creating or establishing a buyer persona is to ask the right questions to the people who will provide the most useful information for a detailed and representative study.
Pillars of attraction
There are three pillars in the attraction phase, which are used to achieve the largest possible audience and ensure that it is of quality. These are: blog, SEO and social networks.
Blog
The basis of inbound marketing is content, so it is important to pay close attention to the type of content you publish, since it must be aligned with our buyer persona so that you can offer them information of interest .
In this way, in this first stage the content should not be commercial, but rather related in some way to the interests and concerns of the type of client we want to attract.
In addition, the blog must have an editorial line and a publication schedule.
It is also important to think about the design and the more technical details to ensure your audience has an optimal experience and keep them coming back.
