Since marketing emerged as a tool to optimize sales processes in companies, many methodologies have also appeared that seek perfection in each stage, leading an ordinary person to the status of a loyal customer. Today we are going to meet Unbound Marketing!
However, with the modernization of processes, it is increasingly difficult to find an ideal methodology that meets all business models and needs. Therefore, it is essential to know the dynamics of each method that appears in the market to find the one that best fits the reality of your company.
Unbound marketing is a modern example of a set of processes that seek to optimize sales within a business. This methodology uses inbound and outbound marketing assumptions to compose a complete and effective strategy.
Inbound And Outbound Marketing
Inbound and outbound are marketing methodologies seen as opposites by many communication professionals. While inbound seeks to provide a lighter and more intuitive purchase journey, outbound tries to win the customer in a more “intrusive” way.
Inbound has gained a lot of strength in recent years, motivated by the change in people’s buying behavior and the enormous reach of the internet. However, this methodology does not definitively exclude outbound strategies.
The truth is that each segment in the market carries specific needs according to its audience profile, which may require actions based on various methodologies. Let’sLet’s get to know inbound and outbound marketing more closely.
1.1. How Does Inbound Marketing ork?
The internet has revolutionized the way people consume. Today, the buyer has much more freedom when looking for alternatives, making comparisons, and getting to know in depth what they need. Those who buy know precisely what they want, making the consumer much more demanding.
The role of the internet in this scenario is undeniable; after all, when the World Wide Web was not part of our lives, the only alternative was to accept what the market gave us. Today, with a click on Google, we find thousands of products available inside and outside the country.
All this revolution brought the market the need to reinvent itself since the consumer would no longer accept what was imposed. This is how inbound marketing emerged, the methodology that guides the customer through a flow of nutrition, offering them genuinely relevant content that can end up with the sale of a product or service.
1.1.1. First Step: Attraction
Your future customer is still a stranger, and the main objective is to attract their attention. Therefore, he must have a “pain” or difficulty to be solved. That’s where the company comes in, showing possible solutions to this difficulty.
These alternatives will be presented in the form of content and exchange of relevant information, naturally attracting the public’s attention. At this stage, the person still does not have in-depth knowledge about the topic. The tools used to ensure success are:
- postings on personal blogs;
- SEO optimization and ranking ;
- sponsored links;
- posts and links on social media.
From this first contact, the stranger becomes interested in the brand’s content, which opens up an opportunity for you to start leading them through the nutrition flow. Thus, we move on to the next stage of inbound marketing strategy: conversion.
1.1.2. Second Step: Conversion
Once you’ve got your audience’s attention, it’s time to convert them into a lead. To this end, you can offer even more in-depth and exclusive materials in exchange for important information about your reader. The content works as a bargaining chip, so you must make the offer attractive.
The landing page is an example of a tool in this negotiation. In a particular space on a website, text fields are added where the reader can leave important information, such as name, email, telephone, profession, and other relevant data to the business.
Other tools used in this phase are call-to-actions and forms. The content offered in exchange for this information may be transmitted in a variety of ways and a variety of formats. The most common are:
- online courses;
- podcast ;
- free trials.
If the reader leaves this data in exchange for content, it is a sign that he is interested in that subject and wants to delve deeper and deeper. Thus, we move to the next stage of the strategy: the creation of a relationship.
1.1.3. Third Step: Relationship
At this stage, the objective is to strengthen the relationship and get closer to the reader, nurturing and directing him closer to the purchase. At this stage, you also identify which of your readers have the most significant potential to become buyers.
Here, you can start presenting yourself as a perfect solution to solve lead pain. The most used tool to move forward at this moment is email marketing. The popularity of inbound has rekindled the importance of email in communication strategies, which usually generates many results.
In an email, the information needs to be more concise and direct. The reader must be won over with a few words, so only very focused subjects can be dealt with in the step.
1.1.4. Fourth Step: Sale
After being guided through this flow, the lead already knows their pain, has delved into the subject, and knows that the company that offered the information can be the solution to their problems.
That’sThat’s why it’s the perfect time to send an offer you can’t refuse and make the sale. At this time, offering attractive conditions and agility in service is essential to implement the strategy successfully.
Finally, it is essential to analyze the results, an important step in any methodology. Inbound, this assessment becomes more straightforward, as there are several marketing metrics and tools that optimize analytics, such as Google Analytics.