Now that you’ve completed the first two phases of the Inbound Marketing methodology, Attract and Convert, your potential customers have graduated from strangers to visitors to leads. The next step in your marketing strategy is where it get really good. You finally get to turn those leads into customers. This is what is known as the Close phase of the Inbound Marketing methodology.
So, you’ve learned how to attract your customers and turn strangers into visitors with your Inbound Marketing strategy. The next step you must take is to turn those visitors into leads. To do this, you must continue to provide these leads with pointed, relevant information that will lead them towards a conversion. This is known as the Convert phase of the Inbound Methodology.
The way people make purchases has shifted towards a system where the customer has much more power. Because people have access to so much more information, they have the opportunity to perform extensive research and be more informed about products and companies than ever before. If customers have so much more power today, how do companies convince these researchers to become customers? The answer: Inbound Marketing.