Millions of people are involved in different purchasing processes throughout their lives. It is the mission of companies to be present in them even before the person is aware that he/she wants to buy a new product or hire a service. In this way, the company will be able to get to know the user better and will be among the user’s most likely options, in what we know as top of mind.
Application of inbound marketing in the customer journey
When a need arises, a buying process known as the “customer journey” begins, which can be divided into different phases that go from the discovery of the need, to the consideration and finally to the decision that satisfies it (buying a product or contracting a service). A fourth phase is also added, which consists of the post-purchase experience, in which the user reaffirms the decision made.
For their part, companies can approach users by applying inbound marketing strategies, also based on phases that are “activated” according to the progress of the customer journey. Below, we will look at the steps of the two processes in parallel:
As we can see, being present throughout the customer journey or buying process gives us a great competitive advantage over other companies that are incorporated at later stages.
Therefore, implementing inbound marketing in our strategy is crucial, since this way we will be able to capture potential customers from the beginning of their “journey”. Also, as we have seen, by accompanying them from the beginning, we receive information about the user and their preferences, which helps us to form a unique Prospect Relationship Management (PRM) database that will be very useful in the future. Thanks to the information collected, when there are users with similar profiles, we will know how to act better and we will know what to offer them to achieve conversion.