Recently, with the advent of social networks and the technological peak of communication and information tools, several terms, neologisms, and vocabulary components have emerged, sparking curiosity and intrigue. Among these terms, we find the digital lexicon’s epic: SEO, search engine optimization, cross-selling, retargeting, and other words that are clearly linked to Digital Marketing and the rise of Digital Strategies. This vocabulary has become commonplace in meetings of business leaders and decision-makers, following the adoption of these strategies which, we should note, do not define a company’s performance but rather aim to steer the company’s sails towards safe harbor.
Among these terms, we encounter inbound marketing as opposed to outbound marketing. Inbound marketing addresses a recurring issue experienced by consumers in their search for the right product. These consumers find themselves disoriented; on one hand, bombarded with newsletters full of holiday deal offers, and on the other hand, annoyed by repetitive SMS messages from advertisers keen on informing them about new promotions. To add to this, every time they visit a website, they are overwhelmed by a barrage of notifications on social media.
The brand, with its soothing and attentive character, should not be seen as a spoilsport in the consumer’s activities. This is the approach to take to enhance the relationship between the consumer and the brand, not through continuous “harassment,” but through four key steps integral to inbound marketing:
Each of these steps is fundamental for the success of an Inbound Digital Strategy, to alleviate the consumer from the advertising noise they face daily, to transform their daily web visits into havens of desires and brand enchantment. Above all, it aims to satisfy the consumer in ways that traditional techniques cannot achieve.
Attract.
The word is vague, interpretations vary, leaving marketers to use their imagination to successfully carry out this crucial operation in the buying process. To attract, you need a strong arsenal and, most importantly, an effective main weapon—whether it’s your website or support on social media platforms (Facebook Page, Twitter account, etc.). Initially, define the goals of your interface: Is your website purely informational? Does it aim to conclude a commercial transaction? All answers will guide the initial deployment of your strategy, but it doesn’t stop there. To get your site visited, it must be seen, and for that, it must be indexed so that search engines can deliver it to the user with their first search. Then, ensure it generates content that can be shared through the website or via social media platforms to promote and amplify the intended message.
Convert.
You have prospects, internet users visiting your site, but they are not yet committed! This is where your conversion efforts come into play, using CTAs (Call-to-Action) in the form of buttons, links, images, or any message that can lead to action, such as a registration form that the user will fill out. But it doesn’t stop there; ensure that this action is effective for the user, guiding them through concrete steps in their purchase journey.
Close.
Is your form filled out? Congratulations, now it’s time for an even more decisive step: Closing the deal. Now that you have your prospect in hand and thanks to the data collected earlier, guide them through your offerings, evaluate their suitability, and help them make a purchase decision.
Delight.
Now, your analytical skills, tact, and creativity will lead the rest of the battle. You’ve established a relationship; now it’s up to you to maintain it. How? By continuously feeding it with appropriate messages, reinforcing the sense of belonging to the brand, integrating your client into an existing community or creating one, and turning your client into a true brand ambassador—dedicated, present, and engaged.
As you can see, inbound marketing is another effective tool to keep in your toolkit and deploy during your conquests towards satisfied customers. It is with this perspective that WeBeuz, as a digital agency & Inbound Marketing expert, continuously invests in this facet of marketing. With our expertise and know-how, we develop inbound strategies that will make your company a true “gamechanger”!