Attraction marketing has mechanisms that confer effectiveness within the company's actions
Inbound marketing, or attraction marketing, is a digital marketing practice in which a company positions its brand through online pages and content marketing. It works as bait, which captures customers through relevant content and directs them to the website.
The raise of a new marketing technique
Inbound Marketing emerged in 2005 through the company HubSpot. The company developed digital media strategies and created a way to capture customer data through a form on the home page of a website. The idea was to delight people and attract them to the pages that would offer materials to cover the demand.
The entire inbound marketing process can be summarized as attracting, converting, relating, selling, and building loyalty. And how to do it? Through good marketing planning that involves all the company's networks. The final idea is to sell the product.
Attraction
The first step is to attract the user to your page. As a strategy, many companies produce user-relevant content to take them there. The “bait” ends up directing that user to your website or content blog, which generates traffic for your brand.
Conversion
Then, with the visitor on your site, the strategy is to get as much information about that person as possible. She got there looking for something on the internet. For the user to provide data, your company needs the user to perform an action in return.
Call to action
Calls are actions that the user performs within this process. It could be filling out a form, registering for access… The important thing is that, in exchange, he receives something.
When done, that visitor becomes a lead, a potential buyer.
Get contact
To maintain contact with the lead, a content production strategy is adopted. The company starts providing exclusive content for those who have registered on its website. But, attention! Only relevant information should be sent in accordance with the profile of each registered person. This contact must still be maintained with adequate periodicity, in order to keep the link always active.
Sell
All of this is aimed at captivating the lead and increasing the chances of him becoming a customer or wanting to do business with the company. It is almost an educational process, in which the company helps the lead and also shows the quality of its services and/or products. Keep in touch, approach a prospect, build trust, and ultimately sell. This is the idea. And, the sale can either take place within the online platform or through contact with sellers.
Loyalty
After this process, the final intention is to retain that person. Even if you don't buy anything, she keeps track of your business. You can become a brand advocate, speaking well of your products and services.
Why use it?
Having explained what the digital marketing strategy is and its process, let's understand why to use it:
It is not based on intuition: Inbound marketing follows a flow whose ultimate goal are sales. All paths and conversions are previously thought out and analyzed;
Proposes solutions: Works with answers and solutions aligned to the “pains” of the clients, and draws attention quickly. People are more willing to access something that helps them;
Customer focus: This time, the idea is not how to sell your business. It's knowing what your potential customer wants and how you can help them. The proposal is the opposite;
Effective: It has proven application effectiveness and can be replicated. All you need is a complete business and market analysis. Execution data must also be measured;
Return on Investment (ROI): Results are your company's reward. Inbound marketing delivers on the promise of return. The more you improve, the less you spend time and the more money you earn;
Leads instead of branding: Inbound marketing is the method that provides tools to generate leads. Customers will come to you out of interest in the material you offer them and
Sales: Approaching a lead via the web is different from approaching them on the street or through a referral. Having a qualified team and valuing an efficient conversion process will bring results to your company.