It's not about selling but sharing!
INBOUND MARKETING & COMMUNICATION 2.0
Deliver to others the value you want delivered to you.
The Inbound philosophy is the one based on sharing. When you share without expecting anything in return, you receive much more than you could ever expect.
Unlike Outbound Marketing, which focuses its attention more or less exclusively on sales by bombarding consumers with information, Inbound Marketing is not a business strategy but a business culture. It means the ability to connect with the buyer persona without invading their space and accompanying them in all stages of the purchase process. Inbound-minded companies fit customers’ needs, offering value selflessly in such a way that they are attracted. Simply put, aligning the purpose of the customer with that of the company.
Seducing customers and having them looking for us seems a company that applies an Inbound philosophy manipulates people. However, the consumer should not feel that way and trust the company, because, though that truly happens, the company seeks mutual benefit and is concerned about delivering useful value from a philanthropic perspective. Being in touch with customers is essential to clarify they are the most important thing companies can have and also, to convey confidence and security to them so that they realize the company cares about their purposes.
What prompts a customer to buy a given product is a generated emotion; nothing new that how you sell is more important than what you sell. Therefore, the company must focus on developing social communication based on emotions, which means to become a company 2.0.
A culture 2.0 bases all its communication on transparency, trust, dedication, participation, connection, emotion and knowing how to listen. Coherence is needed between brand identity and brand image, what we want to be and how they see us.
According to this culture, if you intend to awaken attraction, show interest and listen, surprise, excite and inspire, retain and respect, only must connect with the consumer. This is all represented in the four following phases of Inbound Marketing:
This phase is also known as the exploration one. In this phase, the user or prospect is very likely to be clear about the need, but not yet clear about what exactly they need. For this reason, they carry out research work, drawing on information (content) on the Internet through blogs, social networks, etcetera.
In a matter of a few seconds, the consumer’s mind creates a position for or against the company or product, so it is important to bear in mind that one of the best strategies here is to invest in first impressions.
Here people already know to solve their needs and have connected with our brand. Once attracted, we need to get across to the consumer that we are the best option for their needs. This is the time to deliver useful detailed value to the consumer.
When we are dealing with people who have already contracted our products or services or are about to do so. For this phase, the key is to take under control of the entire communication process. We must take care from the welcoming email, thanks, personalized attention … all in all, to manage customer entry workflows.
At this stage, the company should know how to listen and take the place of the one who speaks. To do so, we previously need to develop and work the empathic capacity and to perceive, share and understand others’ feelings, though it is positive and negative feedback. In such a way, by humanizing the processes, we enhance corporate empathy and the consumer understands that they are not a simple invoice number.
We will focus on people who have purchased our products or services. Our relationship with them does not end there but is where it really begins.
We will delight them with great after-sales service, taking them from being mere customers to prescribers of our brand. Customers, in the same way as employees, are the most important pieces for business growth, even more so now since most of the purchase decisions are made based on other customers’ opinions and reviews, thanks to the different online media and channels.
Sharing is not dividing but multiplying.
Each party expects something from the other and, in order to get it, they both stand ready to give something in return. The business works when both parties win.
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