Digitization has completely changed the face of our world. Almost all of our communication today is done over the Internet. In the air of info-obesity and at a time when the attention of the Internet user is very limited in time, it is appropriate that the marketers adopt new strategies. Here, inbound marketing is positioned as a promising solution. What is it really?
Inbound Marketing: What Are We Talking About?
Inbound marketing or (in French) inbound marketing consists of a business strategy in which a company will acquire new customers who have not been solicited, but who, on the contrary, come to consume without having been encouraged to do so by the “traditional advertising”. . In other words, this strategy encourages the target seller to make a spontaneous decision to contact the company. The aggressive method of outbound marketing has caused many people to reinforce their distrust of sales pitches.
Therefore, inbound marketing represents an interesting solution to this problem. The strategy thus allows a company to develop through the sharing of quality content on its website or social networks. As a result, visitors become leads before they become customers. The process is natural and does not involve any limitation on the part of the target clientele. In addition to the quality content it offers, the company can consolidate its strike force by offering its public competitions or a Christmas gift card to be won.
The benefits of inbound marketing
Among the many advantages of this method, the main one surely lies in the attractive profitability it provides. Unlike the conventional sales approach, inbound marketing requires a fairly low advertising budget. However, the number of potential customers is often multiplied tenfold, making it a double-win strategy for the company. It is also a long-lasting technique, which helps to establish a strong relationship between a brand and its target audience.
The strong image that the company conveys is of great importance. A study carried out on various social networks showed that potential customers were increasingly attached to the ethical aspect of a company, in particular when pressing the “pay” button. Frequently shared qualitative content is of great interest to Internet users, as they tend to improve their daily lives by sharing relevant information.
Inbound and Outbound Marketing: What’s the Difference?
Simply put, inbound marketing tends to compensate for the lack of effectiveness of the traditional business strategy that is outbound marketing. The latter, unfortunately, has been in decline for ten years.
Given the large amount of information to which the Internet user is exposed every day, it is increasingly difficult to convince the latter to buy a product or service through a simple advertisement. Also, most potential customers find this approach intrusive, as is the case with telephone collectors.
Therefore, inbound marketing corrects the mistakes made in its previous version by adding spontaneity to the “call to action”. Once the foot-in-the-door method is over, give way to fluency and simple things. Inbound marketing strategy seems to have a bright future ahead of it.