Marketing has become part of our day to day. Knowing how to sell to the customer is essential for companies. Creating new techniques is essential to not be left behind in innovation. It is time to choose Inbound Marketing as a method of selling and marketing your product.
First we have to understand what Marketing is: It is a set of activities and processes that seek to attract customers and help them meet their needs . Within a company, the marketing department studies the behavior of the markets and, based on these, knows the audience.
Being innovating in terms of marketing is essential, so here I am to explain what the big differences are between Inbound Marketing and traditional Marketing.
1. Target audience
With Inbound Marketing, a new way of knowing your target audience was created. The first step to be able to implement Inbound Marketing in your company is to give specific data to your person, from:
- What's it called
- What motivations and challenges do you have?
- how you communicate
- What is the ultimate goal of this person?
- How your company can help When we give these attributes to a consumer, it is called a buyer persona, which is the semi-fictional interpretation of your ideal client.
Unlike traditional marketing where only a group of people with similar characteristics was sought. It was very ambiguous and much harder to find people's motivations. With this new methodology, everything has become much more personalized and specific for each person.
2. Communication
When you already have your buyer person, you must figure out how you are going to communicate with him or her. Inbound Marketing proposes that you must use specific techniques to hypnotize your client and finally close the sale. By being personalized this communication, you will create trust and your customers will begin to follow you. There are many ways to establish communication with the client, through blogs, social networks, guidelines , etc.
It is important to create an effective communication strategy, which includes a specific line of graphics, writing style, language, etc. So little by little you will be creating a personality for your brand and a quality audience.
Unlike traditional marketing, where you communicate to a mass audience and it is not specific, it is common to fall into communication errors since it is very inaccurate and very few people will be attracted to your promotions and proposals.
Knowing how to communicate is essential for brands and for the audience to understand perfectly what you really want to convey. The secret of communication in the Inbound Marketing methodology is to reach the right people, with the right information, and at the right time.
3. Strategy
You must establish quantitative and qualitative objectives and, from here, create action plans, where you seek that the client feels attracted to your company. I am going to mention what are the main means or tools that you must implement to be able to do the Inbound Marketing methodology correctly:
- Social media
- SEO
- Blog
- Content
In relation to traditional marketing where none of these tools existed and you could not customize the strategies according to your buyer persona. In years past, you needed to create very general and inexact strategies, where you didn't know what to expect. Digital Marketing strategies favor the measurement of statistics and metrics to be able to rethink at the exact moment.
4. Cost
Inbound Marketing offers much lower costs compared to the promotions offered by traditional marketing. The fundamental tools that you must use in an Inbound Marketing strategy are:
- A CRM platform
- cms
- Social Media Guidelines
- Search engine guidelines
- Landing Page Builder
- monitoring tools
- Online store
In traditional marketing we have to invest large amounts of money so that people can listen to your company, with the risk of not reaching the right people at the right time.
5. Process
This is the step that changes the most in relation to one type to another. In Inbound Marketing there is a specific process in which we map perfectly in which stage the consumers are.
The inbound marketing cycle consists of 4 phases:
Attraction : Here the responsibility of the company is to attract people through content on social networks and blog, essentially. Here the aforementioned SEO strategy makes a difference and creating really attractive content for your buyer person is the best way to do it.
Lead Generation : Based on the content you are creating on your blog and on your social networks, users will be enticed to leave their details in exchange for a reward. When they leave you their data, it is much easier to know them and be able to receive feedback about what you are doing.
Close sales : It is time for the customer to buy a product or service. After you've educated your lead about your company's industry, you need to let them know why your company is the best fit for their needs.
In other times, marketing campaigns only used this step, so they only wanted the customer to consume, no matter what was involved.
Delight : Through the good treatment that your company has, you are going to seek to delight the people who have already consumed your products, so that they do word of mouth marketing and are encouraged to return to your company. This step is essential for your company to be very well positioned in the opinion of the people. Even if they have already bought you, you must continue to offer them special treatment, because they are still buying opportunities.
Conclusion
New technologies have come to innovate in the way of doing marketing, you must use each of the tools that Inbound marketing offers you, so you don't get left behind. Although the largest companies continue to invest in traditional marketing, they have focused much more on knowing how to attract young people through digital media and new data collection techniques. Do not stay behind and start creating your buyer persona and implement your Inbound Marketing strategy.
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