The only thing is that, if before we did it directly, putting the product in front of the consumer's nose and offering it with no other alternative than to buy or not buy (which produced that low 5% opening rate of advertising emails), now we do it by "cooking" the purchase slowly, preparing the consumer little by little until they reach that exact "cooking" point where wholesale email list they are totally ready to contact us with a final incentive or stimulus. This is the so-called purchase cycle: the process that goes from the moment a person experiences a need until they decide to satisfy it by acquiring a product or service.
Ultimately, b2b inbound marketing has revolutionized the way companies engage with their potential customers, establishing itself as an alternative to traditional marketing in terms of effectiveness and efficiency . While the traditional approach focused on interrupting the consumer with direct and often unwanted messages, inbound marketing is based on attracting and nurturing prospects organically . This is achieved through the creation and distribution of valuable and relevant content that responds to the needs and interests of the target audience.
Instead of pushing the product through intrusive advertising, inbound marketing allows prospects to discover and approach the brand on their own initiative , significantly increasing the likelihood of conversion. This approach is particularly effective in the b2b context, where purchasing cycles are longer and purchasing decisions more complex.
The secrets of inbound marketing to reach the target audience lie in providing educational and relevant content , companies can establish themselves as thought leaders and build a relationship of trust with their prospects, gradually guiding them along the buying cycle until the moment when they are ready to make an informed and voluntary acquisition.
The purchase cycle once again demonstrates the importance of studying the customer and all the factors surrounding them in order to reach a successful transaction, as well as the importance of the inbound marketing methodology . Thus, it is divided into four phases from “searching” to “finding”, called by its initials in english as the aida method .
Table of contents
how the purchase cycle works in inbound marketing according to the aida method
awareness
investigation
decision (purchase decision)
action (purchase action)
aida method: adapting messages according to the purchase cycle
how the purchase cycle works in inbound marketing according to the aida method
awareness
discovery of the need or desire to buy, which can be natural or “induced”. Thus, for example, when we asked ourselves what makes us want to buy chocolate, it doesn’t have to be hunger: it could be seeing the image of an appetizing cake overflowing with liquid cocoa.
In the inbound marketing purchase cycle , this stage is crucial, as it is the moment when potential customers become aware of a need or problem that they need to solve. This is where quality content plays a fundamental role, capturing the user's attention through relevant and attractive information that leads them to recognize their need for a product or service.
Investigation
search for the product or service that can satisfy the customer , since the potential customer still does not know exactly what he wants, so he turns to the most common means where he can believe he can get it. This is a very important phase since it is there where we must be present so that we are considered as a product, but it is not enough just to be there: we must also stand out, so added value becomes essential in this phase.
In the inbound marketing buying cycle, this involves providing helpful, detailed content that educates the potential customer about the options available and how each can solve their specific problem. This can include guides, product comparisons, and customer testimonials, helping the user move through their decision process with confidence.
