How to make an inbound marketing strategy to retain customers 

You may have heard that the cost of acquiring a new customer is much higher than the cost of keeping and reselling those we already have. And, be careful, because it is important to know how to differentiate that retaining your customers is not the same as having loyal customers. 

In this sense, in inbound marketing a retained customer is one who has acquired a certain commitment to your business and, whether satisfied or not, has the obligation to stay with you.

On the other hand, when we talk about a loyal customer we talk about much more. We are talking about a client who continues to buy from you voluntarily because, really, he is happy with what you offer him.

The difference is huge, right? For this reason, one of the phases that I like to emphasize the most when considering how to make an inbound marketing strategy is precisely that of loyalty.

What do you think if we go deeper into this topic with definitions and some example of strategy? At the end I will reveal to you how to apply the secret ingredient (my favorite); Content marketing!

Inbound Marketing Strategy: Phases and Concepts

The reality is that digital marketing agencies do not focus solely on loyalty when generating a flow of customers, since in inbound marketing there are different stages that follow, and that have to be controlled as a whole.

Therefore, before talking about loyalty as such, I want to put you in context with a brief review of these phases as if it were a funnel or funnel and, beyond; addressing the “flywheel” concept.

 Phases in an inbound marketing strategy

From the moment a client is impacted by our brand content for the first time, until he becomes a client, he goes through different phases, which must be taken into account when sharing information with him.

Broadly speaking, and as if it were an inverted funnel, our prospects go through the following phases:

• Discovery: In this first stage, whether or not the user is aware of their need or problem, they receive a first impact that generates interest, which is known as the top of the funnel (TOFU) content, with which we will look for a first conversion to get your contact (usually your email), going from being an unknown user to a "lead".

• Research: This is where the user really begins to show interest, and you have to make him understand with your inbound marketing strategy that you have the solution for the problem or lack of it. Here we would talk about middle of the funnel (MOFU) content.

• Decision: In a third phase, the prospect is ready to receive your offer (be it a product or service) and evaluate it to reach the purchase decision. Here we would create what is known as bottom of the funnel (BOFU) content. 

Finally, the user would get to take the action and, therefore, to become a customer. But does the cycle end here? Let's go a bit beyond the funnel concept as such.

  Inbound Marketing Funnel vs Flywheel

As I was saying, the vision with which we have to make our inbound marketing strategies, in reality, should not remain in the idea of ​​a funnel with a beginning and an end.

For this, we have the flywheel concept, which does not put the client in the last phase of a linear process, but in the center of a process that feeds itself. And, this is where the loyalty phase that we talked about in the introduction would come in. 

Inbound Marketing Strategy: The Key To Loyalty

At this point, I can't think of a better way to show you examples of customer loyalty thanks to an inbound marketing strategy, than with this graphic that represents the idea of ​​a backward funnel within an email marketing strategy .

Once we get the user in the discovery phase to go from being a mere 'traffic' to becoming a lead to be part of our funnel, we carry out a follow-up that we can replicate over and over again to not only close a sale with a same customer, but repeatedly.

The key in this follow-up phase? Indeed ... the content! Either via email marketing, or through any other channel that you use to communicate with your potential clients more directly, content is always the key.

From sharing content in different formats such as stories and exclusive tutorial videos, to communicating via WhatsApp or Telegram with those customers who are more loyal. When it comes to building loyalty, anything goes in your inbound marketing strategy! 

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