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Your Customer’s Buying Process and What it Means For Your Marketing Campaigns


Last week on The Inbound Brew blog we covered the basics of Inbound Marketing. For review, inbound marketing refers to marketing activities that focus on bringing visitors in, as a way to get a potential customer’s attention. When done correctly, the basic process of inbound marketing can make your company easily found and practically irresistible to prospective leads. By aligning the content you publish with a customer’s interests, you organically attract inbound traffic that you can then convert, close, and delight over time.

Today we are going to breakdown the basic process of attract, convert, close, and delight a little further.


When it comes to inbound marketing, we’re not looking to simply attract website visitors, but rather attract the right kind of visitors. The key here is to create targeted and original content that addresses a potential customer’s basic questions and needs, and then share it! Inbound marketing attracts these visitors with:

  • A High-Quality Blog
  • Targeted Content
  • Dynamic Web Pages
  • Social Media Presence
  • Downloadable Content


Once you’re attracted the right kind of visitors to your website, you’ll want to convert these visitors into leads by collecting their contact information. After all, even the most devoted customers start off as strangers, visitors, contacts, and customers. The most effective way to do this is by:

  • Call-to-Action Buttons
  • Landing Pages
  • Contact Forms
  • Contact


After you’ve attracted the right customers and converted the right leads, it’s then time to transform those leads into customers. In inbound marketing, “closing the deal” is all about making content personal to a customer’s specific needs. Make sure you take the time to really learn about your leads so you can better personalize your content to them. Certain marketing tools can be used at this stage to make this process the most effective, which include:

  • Creative Email Campaigns
  • Marketing Automation Tools
  • Customer Relationship Management


The very core of inbound marketing focuses on delighting your customers. You want to make your following the happiest and most pleased customers around. Provide them with content that is so fantastic, it makes them fall head-over-heels in love with your business. In inbound marketing, pleasing the customer is all about first creating stellar content and then continuing the positive experience with follow-up materials. In marketing, we ensure a happy customer by using the following tools:

  • Surveys to promote honest feedback
  • Personal email replies and customer interactions
  • Social interaction across social media
  • Smart-text that provides your user with content that best meets their interests and history

In order to successfully attract, convert, close, and delight the customer, one must know their customer. Want to know how to get to know your customer? Come back next week and we’ll tell you all our secrets!

Happy marketing, friends!




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