If you want to use digital media to develop long-term relationships with customers, Inbound Marketing is essential. Learn how to use it.
Do you know any business that survives without good marketing? Most likely not. This is one of the most important areas of a company and there are concentrated the strategies that will boost sales . The business can be starting, be small or a giant: marketing will always be present. Among the various methodologies to achieve good sales results, Inbound Marketing stands out.
This happens because
Inbound Marketing talks with our time and our technology. He looks at how we shop today and abandons traditional actions such as cold calls (in which the sales professional calls the customer, offering products or services) or distributing brochures. Instead, it offers a type of marketing that brings into the company a qualified audience, with real conversion potential.
The massification of smartphones and internet access is a big deal for Inbound Marketing, which uses communication strategies very effective for the digital environment and cheaper than conventional marketing.
Our entire purchase journey was modified through applications, social networks, consultations in search, use of email and e-commerce. If you are in the digital environment, you can be impacted by the actions programmed in Inbound Marketing.
But, in order to work, it is necessary to attract the attention of those who can buy (the lead ), nurture and convince him until the sale is made. Inbound Marketing is dynamic, flexible and makes it possible to work with agility, if the follow-up is done in the right way. The maxim is valid: what is not measured, is not managed.
We need to talk about the purchase journey
It all starts with knowing your product or service well and all the ways it can solve people’s needs or problems. Then you need to know which audience you want to attract. This segmentation is a good foundation to build the bridge between the lead and the sale. You can use the techniques of building Buyer Personas, which are fundamental to define the direction of communication and generate more relevant relationships.
Get to know the stages of the purchase journey:
Learning and Discovery
A good sentence to illustrate this stage is: “how to didn’t I think of that before?” The potential buyer always starts with a question – and your product or service is the answer. The homework is to think about what questions your product answers. Normally, at this stage the consumer identifies his solution, but he is still not sure if it is worth making the investment.
Recognition of the problem
the person starts looking for more information and starts to connect with whoever produces the most relevant content and with the language that she most identifies with (generally written and audiovisual) to solve this “new” problem. Here, the person seriously considers hiring the service.
Consideration
Now, more updated with the subject, the person goes to the next step. It looks for companies or professionals that offer the service, evaluates which investments are necessary, seeks testimonials from those who have already consumed and begins to build its list of options. It is worth emphasizing that the important factor here is identification: the person usually chooses the best cost-benefit among the options with which they most sympathize.
Purchase decision
The person will finally buy, but not before communicate with suppliers. It can be a phone conversation, direct message or WhatsApp. At this stage, whoever relates best wins.
