There are still companies that saturate us with publicity that is of no interest to us: this or that construction material, or new stock of books, or a hotel half a mile from your home, shoes, car parts, and cheap flight tickets.
We are swamped with standard products for mass markets, and we are forced to use the remote control for jumping from channel to channel to avoid repetitive advertising. Because of the saturation, this invasive and annoying publicity is now on the way out.
It is not only dying in the traditional communication media but also on the internet. How else can you explain the growing number of internet users, already more than 200 million, who have installed advertising obstructers?
This phenomenon in no way implies the strange situation that the number of consumers is going down. There is an increasing number of consumers, but it’s no longer the companies that are telling them what to buy; instead, it is they who tell the companies what they’re interested in.
Hence, the importance of changing advertising strategies. The trend is for invasive publicity to disappear, while inbound marketing is gaining ground as a methodology aimed at awakening the interest of a user in a product or brand.
Inbound marketing is based on the interest shown by a consumer in “something.” From then onward, accompanying is done through high-quality content for each of the phases of the process, up to the final transaction which is the sale of the product and having won a satisfied client.
What has changed?
Increasingly, people are turning away from traditional marketing strategies such as telephone calls, and television announcements.
In fact, statistics published in specialized articles indicate that 85% of people do not watch TV ads, 94% eliminate their subscriptions and 21% do not open junk mail.
Here, inversely, it is the client who takes the first step in the process of buying a product. The businessperson serves the user through a combination of techniques which include interesting content, a good position in the internet search engines; blogs, social networks, and other channels of media marketing; advertisements in search engines; analytical tools, email, etc. Here, companies are not invasive; they accompany in decision-making, which is something the client will be thankful for and will be happy to reward with loyalty.
What is the methodology?
It is a process that the experts in marketing trends have divided into four essential phases:
- Attracting the buyer, you are interested in: visualizing the ideal client and locating him or her through different channels, such as the contribution of content which is attractive and substantive, techniques for ranking in internet search engines (SEO), social networks, announcements on the web (pay-per-click), etc.
- Making the person a potential client: This is achieved through the publication of content which provides value and helps the client decide to buy. In this way, the client gets help in finding what she is looking for. Visibility in search engines is achieved, and the information is obtained for creating a database.
- Closing: The data must be integrated through an automatization tool, such as a CRM, allowing you to send the ideal message to the interested audience, at the precise moment. A flow of automated and adequate content is created for the client purchase cycle.
- Achieving loyalty: Once the sale is made, it is necessary to conserve the client through procedures which make him feel satisfied, which requires providing information which is useful for him.
These four phases serve to attract potential buyers who can become clients. Additionally, the internet tools provide instruments to analyze your databases, allowing you to project your company through users (even if they do not have buying power) that may serve as a soundboard for your brand.
What are users interested in?
Whatever your product, the message must always be aimed at someone interested, through quality content which provides interaction between the brand and the user. Content must be adequate for the tastes and needs of the client, in such a way as to guarantee that he or she will have a unique shopping experience.
To a high degree, content is still king among the inbound marketing techniques, but it is essential for it to be presented in an attractive format, an effective channel, and in a timely context. It no longer suffices to have a final piece of artwork with a nice photo and texts; elements such as video, direct transmission, augmented reality, and virtual assistants are required, among others.
The information collected regarding potential clients is to be used. But more than a database is required. You need to visualize the valuable data to analyze the content and show it to the users.
Where are the clients?
One of the key elements for the success of inbound marketing has been, in recent years, geolocation; that is, segmentation of types of users according to the characteristics of the territories in which they are located.
But this element of the process of approaching the client is also changing, for the strategies revolve around indoor localization (shopping malls, stadiums, airports, professional associations, etc.).
In summary, inbound marketing determines the course of business success, and brands must re-orient their projections towards market niches, segmenting and personalizing their contents and offers.
It has to be adapted to the present. So as not to follow the same route as traditional advertising which is dying, present-day companies must think and act digitally. Their success depends on doing it correctly.