TALKING ABOUT DIGITAL MARKETING, YOU CANNOT IGNORE THE TERM "INBOUND MARKETING"
Updated: Sep 1, 2020
What is the concept of Inbound Marketing?
Inbound marketing is a strategy consisting of many marketing activities on selected, intentional channels. According to the method of attracting and leading the transformation to achieve the goal of developing revenue, a sustainable brand for enterprises on the Internet.
Inbound Marketing is a marketing strategy that can help you grow 10 times more aspects like:
Convert traffic into lead leads
The most important thing that can't be ignored is website traffic
However, to better understand this concept, we need to distinguish clearly between "Inbound" and "Outbound" Marketing
“If you have more money than brains, you should focus on outbound marketing. If you have more brains than money, you should focus on inbound marketing. “–Guy Kawasaki, Former Chief Evangelist, Apple Corporation and Co-founder of Alltop.com
What is Outbound Marketing?
When talking about marketing, people often think of traditional marketing jobs such as placing billboards, printing catalogs, advertising on TV, radio, ... And that is also the definition of outbound marketing, a marketing job aimed at getting the customers' attention to make them buy from you.
Outbound nature can be seen as "insensitive", not focusing on analyzing customer behavior/insight. This leads to a lot of spam, making it impossible to target specific segments of the market.
However, that doesn't mean that Outbound Marketing is an ineffective method. If Outbound is combined with Inbound, the company has a very perfect marketing strategy
What is the difference between Inbound Marketing?
Inbound Marketing is one of the Digital Marketing strategies that help you attract customers with useful, in-depth information. Help your customers understand what they're looking for before making a purchase.
From there, helping you become loved and trusted by the target customer file.
In a simple way, outbound will help you talk to your customers and inbound will make customers talk to you.
The three main segments in the Inbound Marketing
The first thing when doing Inbound Marketer is that you need to design a strategy to attract target customers to your website (Attract). Then, you will have to connect, nurture them to become leads (Engage). Finally, take care of 1-1 to turn them into loyal fans of your website (Delight).
Of course, this is a long process and you will need to work closely with relevant teams such as Sale, Customer care, not just at the Marketing team.
Stage 1: Attract
This is the stage when you need to attract visitors with lots of useful content and limit the difficulties for customers when they want to learn about your company or the products/services of your brand. At this stage, you need to pay attention to creating quality, useful content that attracts the right audience. Therefore, you will need to pay close attention to the website traffic of the company.
At this stage, you need to invest more in the following issues:
- Search engine optimization (SEO)
By researching carefully what sets of keywords your target customers are searching for. You can also contact service companies to help you make the most of your website. OC SEO Marketing has a standard SEO process that helps your website to always achieve and maintain in the top search for categories related to the company.
- Content Marketing
The heart of Inbound Marketing is called "Content Marketing". Creating useful content for free for users through blogging is also a good strategy in driving website traffic.
- Social Media
Campaigns are promoted on Social Media channels such as Marketing on Facebook, Youtube, or specific social media channels where your customers are present. To quickly send them useful content.
When the customer has a good impression on your website, the voluntary engagement will happen naturally and move into the "Engage" phase.
Stage 2: Engage
This is the stage where you will make customers buy naturally, without pressure through connecting, interacting, and nurturing customers.
2 Main Objectives in this Interactive stage:
Increase engagement: Maintain your interest after the engagement phase with Chatbot, email, live chat, or messaging apps tools. Implementing Webinars that guide and guide customers to solve problems they are having is also a way to increase engagement.
Drive conversion: Increase interest, want to use Demo products, try it out to experience your company's products in the near future.
Stage 3: Delight
Delight is meant to bring joy to customers on their buying journey. Fun to buy and Fun for customers to spread your company's branding even more widely.
If the engage stage is to turn visitors into leads, then the delight stage is to turn those leads into buyers. They really become their customers.
In conclusion, it can be said that Inbound Marketing is a strategy of the near future. Nowadays, customers not only focus on the product image but also value the value provided, especially digital products, online services. Therefore, attracting customers to the website also needs to supplement customers' needs through effective Content Marketing, Social Marketing, SEO Website, and branding.
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