{"id":2010,"date":"2021-05-01T16:18:27","date_gmt":"2021-05-01T16:18:27","guid":{"rendered":"https:\/\/na-ramenima-divova.com\/?p=2010"},"modified":"2021-05-09T21:02:06","modified_gmt":"2021-05-09T21:02:06","slug":"inbound-metodologija","status":"publish","type":"post","link":"https:\/\/equestris.hr\/eng\/inbound-marketing\/inbound-metodologija\/","title":{"rendered":"The Methodology"},"content":{"rendered":"
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The Methodology<\/p>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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For your business to grow, the key idea behind the Inbound<\/em> approach needs to be adopted. This means it is not enough to attract visitors to your website. Quite the contrary, you need to continually offer them assistance, support and encourage continued interaction even after they\u2019ve completed their purchase or desired action. To achieve this, it is pertinent that every department in your company works together and is focused on existing as well as potential customers. The Inbound <\/em>methodology is based on attracting, engaging and delighting your audience.<\/p>

This entire process may be conceptualized as the so\u2011called Flywheel Model<\/strong>, which consists of three phases: Attract, Engage, Delight<\/strong>.<\/p>

The Inbound<\/em> methodology proposes the three phases each department in your company (for instance, marketing, sales or customer support) should go through to achieve the desired communication and relationship with customers.<\/p>

Employees and the team members should be aware that the Attract phase is not only related to your marketing team; that the Engage phase does not only relate to your sales team, nor does the Delight phase relate only to your customer service. On the contrary, for the Inbound<\/em> methodology to function properly and create the desired, sustainable customer relationship, every department needs to cooperate during each phase of the methodology.<\/p>

ATTRACT<\/strong><\/p>

The Attract phase focuses on attracting potential buyers and customers through relevant, useful and instructive content, displaying your value to the customer at the very start of their journey. Write and publish blogs and video content on social media, but also create ads to raise awareness about your brand. By creating relevant content, you attract the precise customers you would want, as close to the so\u2011called Buyer Persona<\/strong><\/a>.<\/em> as possible.<\/p>

ENGAGE<\/strong><\/p>

In the second phase, you face the moment when potential buyers and customers complete their desired actions, i.e. reading your blog, downloading instructive materials, filling out a contact sheet or questionnaire, or communicating with customer service through the chatbot<\/em>. During the Engage<\/em> phase, a relationship is formed where it is crucial that you become the customer\u2019s trusted source of information. This way you create long\u2011lasting relationships with your audience. The most important, valuable aspect of this phase is your customer\u2019s data, which they are willing to trade in exchange for relevant content. Using this data, you build and expand your base, while converting potential customers into leads<\/em>. Moreover, the collected data allows you to contextualize, personalize and categorize their experience with your company into segments.<\/p>

DELIGHT<\/strong><\/p>

The last phase is focused on providing an exceptional experience for a potential customer each time they interact with your company. The goal of this phase is to empower your buyers, motivating them to choose you and overcome their reluctancy. When you become their trusted adviser and support system, you also become their source of knowledge and information. As a trusted source, they will be ready to recommend you to their friends, parents and acquaintances.<\/p>

During each phase, collect data and write reports so your team members can stay informed or identify which part of the process needs improvement.<\/p>

THE FLYWHEEL MODEL<\/em><\/strong><\/p>

The Inbound<\/em> methodology is based on attracting, engaging and delighting the audience, while the entire process Attract\u2014Engage\u2014Delight<\/strong> comprises the Flywheel Model<\/strong>. If you want your company, your products and services to have a continuous, uninterrupted course of attracting, engaging and delighting your target audience, imagine your company as a flywheel.<\/p>

If we take the Flywheel Model<\/em> as a conceptual metaphor, the rotation of the flywheel would represent the growth of your business. Satisfied customers represent the energy which fuels that growth, be it because they shop with you repeatedly or because they bring in new customers by spreading word of mouth.<\/p>

Even when dealing with dissatisfied customers, try everything in your power to ensure these customers the best experience communicating and interacting with your company. Never forget, dissatisfied customers who you want to delight also fuel your business growth!<\/p>

The Inbound<\/em> methodology is conceived as a circle, precisely because the process of attracting, engaging and delighting endlessly repeats itself. This way you can attract your audience with a particular problem and encourage them to solve it during your interaction, while delighting them throughout their entire customer journey.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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