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To understand how to successfully implement bc data thailand package an inbound marketing strategy in your automotive business, you must study certain basic aspects of your market before you start. This way, you will make the most of the benefits of this methodology in the field, and what better way to understand it than with an example?
Buyer persona for automotive marketing
To start, in your automotive marketing plan you must build your buyer persona in detail . Identify who they are, what their goals are, their needs, their fears, and any demographic information you consider relevant.
Once you know the profile of your ideal client, it will be much easier to develop the rest of your strategy. Because you will know exactly who you are selling to and how you should speak to your target audience.
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How to implement Inbound Marketing in automotive marketing?
The next step is to identify each of the phases of the buying cycle or buyer's journey and, with them, the objective of your prospects. You probably already know them:
automotive marketing buyer journey
Discovery stage
Your prospect is just realizing that they have a problem, but they haven't put a name to it yet. The ideal customer is beginning a research process. Let's say they feel like they can spend less money on their vehicle.
Consideration stage
This is when you know what their problem is. So you start looking for a possible solution, weighing all the pros and cons. Your prospect discovers that they could, indeed, opt for a more fuel-efficient vehicle.
Decision stage
At this point you have identified the best solutions for your problem and are ready to make a decision and complete the purchase. Your goal should be to be on that list of possible solutions, offering the vehicle that solves your problem and gives you something more.
Remember that inbound is not intrusive, it is based on attraction marketing. It seeks to adapt to the needs of each consumer to offer them an unforgettable shopping experience. It is a growth model that continues to adapt to trends to offer better results .
With this in mind, let's look at an example of how to apply an inbound marketing strategy to your automotive business:
Let's study the case of Eduardo, a professional in his 40s who doesn't own a vehicle. When we investigate a little more about his family, we discover that he is married and has 2 children, what is his need? Eduardo feels that his children are growing up too fast and that he is not making the most of each stage with them.
How do the stages of the Buyer's Journey work for this hypothetical customer?
The first place Eduardo will probably turn to for research is a search engine like Google. He will access the pages that can best answer his question from the discovery stage: "How can I spend more time with my family?"
At this stage you will try to define your need in detail to translate it into a product or service that provides a solution.
This is where your company should start providing content that educates the buyer while guiding them to your automotive company.
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Now, how can you really get Eduardo's attention?
According to the inbound methodology, the sales funnel was replaced by the flywheel. However, the funnel is still useful for identifying the key stages of the purchasing process that a prospect goes through, from visiting your page to becoming a promoter.
Furthermore, the funnel remains a guide on what type of marketing actions to take and what content to produce in each of them.
We can define it as follows:
Top of the funnel (TOFU): when your prospect visits your website for the first time and becomes a lead.
Middle of the funnel (MOFU): After interacting with your pages, downloading content and sharing their data, they become a qualified lead that marketing will continue to nurture (MQL) until they are considered ready to make a decision and transfer them to sales (SQL).
Bottom of the funnel (BOFU): When the sales team approaches this lead and they are indeed ready to make a decision, they become a sales opportunity that will become a customer once they make the purchase.
Each of these sections of the funnel can be associated with the phases of the buyer's journey, so that the content marketing strategy you apply to sell your vehicles responds to the needs of each stage.
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Content strategy for automotive marketing
1. TOFU
Returning to Eduardo's example, we can guess that he will be looking for something similar to: how can I make the most of my time with my children?
If one of your search results is an article about a series of activities to do with your children to spend more time together, do you think you would want to read it? I would read it without hesitation, especially if at the end of the article you find a button to download your own schedule of activities.
As we've discussed before, offering premium content can help you get to know your website visitors better, while also providing contact information to share new content with them.
The form you include on your landing page to download that Premium content can include the following questions:
Name
How many people are in your family unit?
Do you have a vehicle?
This way you can start getting to know your prospect and, more importantly, identify whether they already have a car or not, without having to talk directly about your brand or what you offer.
2. MOFU
What do you think would be the next step? Imagine that Eduardo fills out the form to download his schedule as Premium content. A few weeks later he receives a personalized email where (based on the answers he gave) they recommend another more specific article, titled: Why a car can improve the lives of entire families? And, in the email, they greet him with his name!
At the end of that Middle of the Funnel article, you will find a button that will take you to a testimonial from someone else who managed to improve their quality of life with a vehicle.
It would immediately grab your attention, right? That's what inbound marketing is all about, anticipating , step by step, all the doubts that arise throughout a process like this and providing content to clarify those doubts.
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Up to this point, you will have helped Eduardo identify a need. But you will also have offered him additional information so that he can form an idea of a solution.
Your job has been to overcome the doubts that may be associated with that solution. If you manage to do so through someone else's experience, with a testimony or a success story ,Even better! Customer testimonials inspire confidence so your prospects can relate.
