The term “inbound marketing” has been adopted for the first time in 2005. Since then, online marketing landscape has not changed a lot. Despite the over time, inbound marketing has kept its freshness enough to stay identical. Particularly thanks to its flexible structure that fits any kind of business.
What changes from traditional marketing
Traditional media’s adv (television, newspapers, radio…) has a big problem: it “interrupts” user experience and it offers limited information to a generic audience.
This includes two main issues:
1. User's focus drops and the ad might be perceived so negatively that stops user experience.
2. Message also reaches an unaffected audience. Therefore, a wasted investment.
Inbound marketing overcomes those two problems. How?
Content and context efficiency
Inbound marketing does not show the product to a big audience. Instead, it deals with the creation of contents that catch the interested user.
Brand awareness is the main advantage: a brand expresses itself and communicates with users through contents published into many communication channels.
Budget optimization is the second advantage: “unknown id” becomes a user who showed interest in the brand and its products. Therefore, he/she will leave its data to get more information and will consider a purchase. A big step forward compared with traditional advertising.
When do you reach purchase phase?
Interesting the user doesn’t mean to win its confidence. The suspect about leaving proper data to be called back is hard to beat.
By offering so-called “freebies” (such as free ebooks or discounts) a business may overcome this wall. Those smart small advantages can easily convert a user into a customer.
Finally, the purchase is made and commercial communication might take place.
Build customer loyalty
There is an old saying in marketing: a loyal customer costs less than a new one. Inbound marketing confirms that sentence!
Not only because a loyal customer has already established a dialogue with the brand and will keep buying, but also because he/she will become a brand promoter and will recommend it to a circle of contacts.
Thereby, a loyal customer becomes part of the strategy: a voice that shares contents through one of the most powerful communication tools, the social network.
The “user-promoter” also talks to new users who get closer to the brand and its contents for the first time. So the circle is closed: the inbound marketing shows itself as a well-established and innovative strategy to grow the business and the brand.
If you haven’t tried it yet adopt the inbound marketing strategy for your campaigns and your communication activities. You’ll see the difference compared to the traditional marketing approach!
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