Content must be unique, useful and thought of the user
In this editorial content, 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 commercial process of the automotive industry, and the inbound strategy applied to this industry to attract 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 each and every one of the stages of the buyer's journey that they carry out with a company. The more satisfied the customer is with respect to the shopping experience, the better results the company will obtain in profits.
The inbound methodology consists of three stages: attraction, interaction, and delight. The attraction stage consists in attracting people's attention through valuable content in their discovery stage. Interaction refers to offering them information and solutions that consider their needs and objectives, creating purchase opportunities, in their consideration stage. Delight refers to providing help and tools to customers, once they have reached the decision stage, and finally achieve their goals from the purchase they make.
Based on this business model that seeks to provide genuine value solutions to consumers, we have designed a strategy to implement inbound in the automotive industry based on the creation of a buyer persona that defines the customer profile that is going to buy the different vehicle models from your automotive company.
Once you know the interests of your potential customers, you must generate valuable content taking into account the three stages of the buyer's journey mentioned above: discovery, consideration, and decision, and adapt the information to the needs according to the stage the buyer is going through.
This way, at the discovery stage, the TOFU content will respond to the concerns you have about a problem (need a new vehicle); in the consideration stage, the MOFU content will provide answers and possible solutions to your search (what model and price of vehicle do you want?), and finally, in the decision stage, the BOFU content will provide you with the particular specifications of the vehicle that the future customer decided to buy.
In this editorial content, we illustrate the inbound strategy applied to the automotive industry with a clear and practical example from everyday life.
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