"Pillars of Inbound Marketing" is the name given to the four impulses called "attract", "convert", "relate" and "enchant" of an Inbound Marketing strategy, which serve to make consumers who are searching for a solution for a problem on the internet find your e-commerce content and subsequently engage with your brand and make one or more purchases. Learn more about it right away!
KNOW THE PILLARS OF INBOUND MARKETING
As said, there are four Pillars of Inbound Marketing:
1 – Attract
You can't sell anything in an e-commerce without first attracting people. Indeed, the “attract” pillar of Inbound Marketing refers precisely to this. You must attract visitors to your blog, video channel and online store, for example, using rich content. This type of content, which will be found by Internet users mainly on search engines like Google, should make consumers aware that they have a problem and that your e-commerce has products that can solve it.
2 – Convert
Right after attracting consumers, another pillar of Inbound Marketing comes into play: "conversion." In other words, at this point you must convert new visitors into leads. A lead is a contact, that is, someone who has provided you with their email for email marketing purposes. To entice visitors to become leads, you need to offer them more elaborate and in-depth content, capable of resolving most of their doubts about the problem and possible solutions.
3 – Relate
The "relate" pillar refers to separating leads by interests, which is done through segmentation and lead scoring . Furthermore, this pillar of inbound marketing also refers to educating leads until they feel comfortable buying. This educational process, called lead nurturing , consists of sending personalized emails to groups of leads with the same interests.
4 – Enchant
The last pillar of Inbound Marketing is called “enchanting”. It's time to delight leads and lead them to the purchase decision. After going through the nurturing process, most leads are already able to buy, just giving a “little push” for this to happen. This little push must be given through highly persuasive content, with a view to turning leads into customers.
HOW TO USE INBOUND MARKETING PILLARS IN E-COMMERCE
To apply the Pillars of Inbound Marketing to e-commerce, it's important to use Inbound Marketing tools such as RD Station and E-goi , for example. These platforms have e-commerce tracking , lead scoring, and automation features that allow you to nurture, segment, and process leads, transforming them into customers for your online store.
To implement the Pillars of Inbound Marketing with these platforms, you need a team or the help of a partner agency. The e-Plus Agency , for example, partners with both RD Station and E-goi and serves e-commerce companies in Brazil, Portugal, Spain, Argentina, Chile, Colombia, Costa Rica, and other countries in the Americas and Europe. Finally, to discuss your Inbound Marketing project with the e-Plus Agency, click the button below and start a conversation via messaging app:
