As a general rule, goods and services companies aim to get clients, increase sales, grow as a brand, become leaders in the market segments in which they operate, and make partners, staff, and consumers happy.
In the process of consolidation of a company, there are some essential elements: the quality, quantity, and consistency of supply of the product, the price, and good client service. But for these elements to be present, there must be a link between the company and clients.
This company-client relationship used to be achieved through publicity (invasive) and marketing. However, in the digital era, company promotion has made a turn towards inbound marketing, a concept which inverts the traditional process of attracting clients.
In essence, what inbound marketing seeks is to get clients, and in the process, the company acquires a considerable number of benefits, such as reaching a wider and more advantageous captive market, at lower costs; business offers aimed essentially at people interested in its products; a higher and measurable return on investment, etc.
Let’s look at some of these benefits:
An advantageous alliance
From visiting clients so often, salespersons get to know them as if they were family. In the case of merchants, salespersons know how their business operates, what the most popular products are, and what the seasons of highest sales of each article are. And for consumers, salespersons know what they want, their preferences, when they need the products, and in which regions they are to be found, and in which they are not…
The information provided by the sales team will serve as a basis for creating interesting content targeted towards specific merchants or consumers. Market studies indicate that 68% of consumers read content that seems interesting to them.
Teamwork of sales and marketing teams favors both by attracting visitors, increasing the number of potential clients, and augmenting sales and client loyalty; it consequently also benefits the company and buyers.
The company projects itself
It would seem evident, but if a company is not on the internet, it practically does not exist. But if it is on the internet, and suitably located on the web, social networks and other digital means, even if it is very new or small, it can be located by people looking for its goods or services.
The comments made on and the sharing of information by those interested depends on the quality of the content of the information presented, thereby increasing the visibility of the company and the fame of the brand. Most buyers prefer to get information from the company instead of from advertisements.
Increase in trust
Given that inbound marketing concentrates on the consumer’s interests, they must be reached through engaging content that generates trust. Content-centered on the needs and problems of the target audience attracts quality traffic to the website.
Leads generated by organic searches multiply, quality content multiplies visits, and it is necessary to receive them with forms, links to landing pages, and calls to action, etc.
Economical and effective
It is estimated that getting a client to “bite” (fill out and send the form, download an eBook or make a purchase) is 62% cheaper than doing it through massive publicity shots in the dark. The lead, the name given in the marketing field to those who “bite” is achieved through excellence in content. Its essential importance lies in the fact that the information is provided by the consumer himself to the company so that it can classify it, and give a better service.
Savings are considerable, and the results are more effective than when time, money, and efforts are dedicated to trying to sell someone something that does not interest them. Writing on a blog, creating infographics, including videos and photos, and sharing on social networks are low-cost actions.
Complementarily, when a potential client responds, follow-up can be done, answering his or her questions and satisfying his needs. Greater approaching is achieved about the value provided for the potential client.
The tools employed in inbound marketing generate metrics, which are visible for each of the variables considered in the process, and allow precisely the return on investment (ROI) analyzing, allowing making decisions which increase effectiveness, and relations with clients.
Inbound marketing is the present trend, a trend which is active and vigorous, which has replaced the traditional publicity and sales methods which saturated television programming, newspapers, radio transmissions, and our entire private sphere.
It is said today that companies that do not appear on the internet do not exist. And the size of the company doesn’t matter; the objectives are the same, with the scope depending on the effective fulfillment of every phase of inbound marketing, and if you are not doing it, it’s time to take the first step.