The internet has become in a few years one of the main sales channels used by companies. However, capturing the interest of consumers is not as easy as it used to be. Faced with growing competition, brands must develop ingenious strategies to stand out. Inbound marketing is one of the solutions presented to managers. This approach allows you to attract prospects naturally while taking care of your e-reputation.
For a long time, brands relied exclusively on online advertising to promote their offers. Nevertheless, Internet users take a dim view of this practice. Advertising messages can irritate prospects even more if the content takes the form of a pop-up. Faced with this observation, web marketing experts recommend that managers be careful when implementing a push operation. Inbound marketing allows you to avoid this practice by attracting customers to you rather than presenting the company’s products to them. This approach was designed to adapt to the purchasing journey of 2.0 consumers.
They go in search of information before purchasing an item or requesting a service. This is to help prospects choose any formula by giving them everything there is to know. For this, the company will add a blog component to its showcase site. Those responsible will then have to publish normative content regularly. The objective will be to create a community to redirect this audience to the structure’s offers. In practice, salespeople will carefully examine the questions asked by visitors to assess their purchase intention and thus conduct a targeted prospecting operation. Moreover, this solution is perfectly suited to companies that offerB2B services.
Inbound marketing also aims to perpetuate relationships with newly acquired customers. For this, customers will be systematically invited to subscribe to the brand’s newsletter. Some structures rather rely on the creation of an assistance service available 24 hours a day. The goal will always be to assist consumers who are hesitant or looking for information. By gaining the respect of prospects, the establishment will have no difficulty in promoting its know-how.
This approach is above all well received by consumers. The company no longer praises the merits of its products, it helps its customers to make the right choice among the formulas it offers. This change in attitude makes it possible to gain the support of the target audience. Moreover, the brand can completely dissociate its identity from that of the platform which publishes informative articles.
Companies working in the field of e-commerce have opted for this second alternative. By creating sites dedicated to the publication of buying guides, some e-merchants manage to set up an additional sales channel. This solution will also be profitable for structures offering B2B services. Inbound marketing has the potential to turn qualified contacts into leads. It is indeed a reliable lead nurturing strategy. The published content will always be accessible. Being constantly exposed to these items, consumers will be tempted to ask for certain clarifications.
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