Content is what makes the difference
In this ebook, we develop three key points: the basic principles of the inbound methodology (inbound philosophy, creation of buyer personas, and buyer's journey), changes in the logistics business process of the increasingly competitive transport service, and the inbound strategy applied to this industry to generate a machine for creating customers and opportunities.
The inbound methodology is a business growth-oriented approach that seeks to create meaningful and lasting relationships with consumers, prospects, and customers. It essentially consists of providing them with elements that allow them to achieve their goals in every one of the stages of the buyer's journey that they carry out with a company. The more satisfied the customer is concerning the shopping experience, the better results the company will obtain in profits.
The inbound methodology consists of three stages: attraction, interaction, and delight. Attraction to capture people's attention through valuable content in its discovery stage; Interaction to offer them information and solutions that consider their needs and objectives, creating purchase opportunities, in their consideration stage; and Delight to provide help and tools to customers, once they reach the decision stage, and finally achieve their goals from the purchase they make.
Based on this business model that seeks to provide solutions of genuine value to consumers, we have designed a strategy to implement the inbound methodology in logistics, based on the creation of a buyer persona that defines the customer profile that will hire your different transport services in your company.
Once you know the interests of your potential customers, you must take care of generating valuable content taking into account the three stages of the buyer's journey, mentioned above: discovery, consideration, and decision; you also have to adapt the information to the needs that the buyer goes through at each stage.
In this way, in the discovery stage, the TOFU content will respond to the concerns of your problem (you need to solve the lack of stock in your company); in the consideration stage, the MOFU content will provide answers and possible solutions to your search (a means of transport allows you to improve stock efficiency), and finally, in the decision stage, the BOFU content will provide you with the particular specifications of the transport that the future customer decided to buy and that best suits the process improvement needs of your company.
Finally, we illustrate the inbound strategy applied to carrier logistics with a clear and practical example of everyday life.
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