Image courtesy of Smart Strategy

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Their methodology is based on four stages : Attract, Convert, Close and Delight. In each of them, the secret lies in quality content and understanding what your potential client is looking for in each of them, in order to guide them and ultimately make the purchase and recommend you.

As you can see in the image above, the main objective of Inbound Marketing is to turn strangers into promoters of your brand or company. How? By getting them to your blog through the creation of quality content that is intertwined with the tastes and needs of your audience.

Then, once they are inside, you offer them gmx email list a “ call to action ” that can be to download an Ebook, Whitepaper, Practical Guide or request free advice. In exchange, this person fills out and sends a form with some of their data that is of most interest to the brand.

From this moment on, that stranger becomes a Lead or potential client. This is when you start sending emails, content on social media and other Digital Marketing techniques little by little, to continue educating them and give them reasons to choose your product.

A fundamental part of Inbound Marketing is the Buyer Journey and the Buyer Persona . The first is the “buyer’s journey” and is based on the fact that when buyers search the web, they do so for three reasons:

Buyers journey


Depending on the stage the buyer is in, you offer them different content. And it is only at the decision stage that you talk about yourself and your product.

The Buyer Persona, on the other hand, is a semi-fictional representation of your ideal client based on real data that you can obtain by interviewing your current clients or by reviewing your industry data and some informed speculation about demographics, behavioral patterns, motivations, goals and challenges.

The great benefit of knowing your Buyer Persona very well and what stage of the Buyer Journey they are in is that you know where to go and what type of content they may need. This way, you don't waste time and effort offering something they aren't looking for.

What is Outbound Marketing?
Outbound marketing, in a nutshell, is traditional marketing. It is the marketing of radio and television commercials, print media ads and magazines. It is the marketing that laid the groundwork for product marketing for many years.

In today's digital world, Outbound Marketing is seen as those annoying banners that appear when you enter a website, or the product banners that you find positioned in a section of the news page of a media outlet. How can you determine that that person really likes or needs your product and that you are not annoying them?

Another way of presenting Outbound Marketing is Retargeting, which is when we sometimes search on Amazon for “accessories for LG G2”, for example, and then that advertising follows us around every page we visit. At times it usually goes unnoticed, but after a while it becomes a real nuisance.

The Outbound Marketing methodology, in a nutshell, is about interrupting what the potential client is watching, reading or listening to in order to talk to them about your product or service. There are many techniques that make up an Outbound Marketing strategy , such as cold calling, TV commercials, SPAM advertising, among others.