Inbound Marketing begins with product research and ends with purchase. This process consists of several phases, also called “ funnel phases ”, which involve a progressive approach to the company.
The first phase, called “Attraction,” is the one that allows the content you’ve created to reach the right audience. In this stage, a company chooses its audience and outlines what is called a “persona.”
The second phase is called “ Conversion ” of the user into a potential customer. Typically, this phase can occur thanks to a landing page , a contact form or a well-thought-out CTA (call to action) located industry email list at the bottom of a blog article. This way, the user, interested in your services, will leave their contact details and you will be able to establish a relationship with them.
Then comes the lead closing phase, which can then become part of the CAC investment. The company will contact the potential customer and answer their questions, providing useful information. If this phase is successful, the customer will go from being a potential customer to an actual customer.
Finally, there is the last phase, the one in which the potential customer will be delighted with special content. He will have decided to buy a product or service and the company will be able to continue cultivating a relationship thanks to surveys, reviews and offering special offers. In this way, the customer will be convinced to become a “promoter” of your company, definitely entering the aforementioned CAC formula.
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