What is inbound marketing and how will it help you sell more?

The famous attraction marketing, better known as inbound marketing, is the new methodology for turning strangers into customers and then promoters of your brand.

With inbound, companies do not seek out customers; they find them. How? By using digital channels, including blogs, social media, search engines, etc. The valuable content created across different channels will attract prospects and generate trust and credibility in your company.

The old ways no longer work

Look at these statistics: 85% of people ignore television ads and 21% of mass emails are not opened by users.

Everything changes, check this out: Videos increase conversion rates by 86% on digital channels. Additionally, 90% of consumers make a purchase decision after searching on Google.

Everything is based on the zero moment of truth or ZMOT, for its acronym in English. But what does it mean?

A few decades ago, when you were interested in a product, for example, a car, you would hear about it and then head to the nearest dealership to learn everything about the car. A salesperson would share every detail with you, and if you liked it and had the budget, you would buy it. This was known as the first moment of truth or FMOT.

So, what is the zero moment of truth? Before buying a product, what do you do? You go to Google and analyze every reference, opinion, price, and ways to use it that you find across the web. After knowing everything, you make a decision and go straight to purchase the product. That is the zero moment of truth.

That’s why it’s now more important to share every detail of your product or service with your audience. It will be easier for them to make a decision and make a purchase with confidence.

Every stage of the methodology: the key to selling more.

Now you know: you must change your way of attracting customers. Inbound marketing lays the foundation for doing business in a more human way. If the customer is happy with your product or service, your company has achieved its goal. We share the three stages of inbound marketing:

Attract

Marketing tools for the attraction phase:

Advertising campaigns
Videos
Blog articles
Content strategy.

In this first stage, it’s time to grab the attention of everyone interested in your products or services. It’s not about everyone visiting your website. It’s about attracting true potential customers. About turning “ideal” people into leads and, ultimately, into satisfied customers.

How do we get your ideal customers to find you? With real valuable content that solves their problems. You must offer relevant content at the right moment. They will find it and begin their journey in your business.

Generating valuable and downloadable content for inbound marketing requires thorough research of the buyer persona and the product. At Mintec, we master every stage of the inbound processes and often handle requests to design complete journeys as well as to create these contents as products.

Interact

Marketing tools for the interaction phase:

Email marketing campaigns
Automation
Conversational bots
Sales opportunity flows.

Interaction happens the moment a lead enters your company. It’s a person who has completed an action: registered, interacted with a bot, read an article, or had a meeting with you or a member of your team.
In this stage, you must build trust and offer solutions. You need to support your prospects in achieving their goals. You begin a relationship with them and become their trusted advisor: SERVICE.

Who will users buy from? A random company? Or from you, who they know and who is positioned as an expert?

Delight

Marketing tools to delight your audience:

Email marketing campaigns
Automation
Valuable content
Personalized conversations.

Turn your customers into promoters of your brand. The goal of this last stage is to continue providing exceptional service, generate retention, and create greater long-term value. When customers are happy with your brand, they recommend it to all their friends and acquaintances. This creates a cycle. More happy people recommend you, more new customers arrive.

How to achieve success in this last stage? Some actions you can take include:

Creating offers for your customers
Sharing valuable information that helps them
Implementing special services.

A machine that generates sales for you

All this methodology exists to create authentic relationships with your customers and sell more. At the beginning of the cycle, your marketing team will be solely responsible for showcasing and promoting your products or services to the right audience. Then, every team within the company must align to offer incredible content in every interaction with customers.

Digital marketing is booming now more than ever. With inbound marketing as the main methodology, you can scale your sales exponentially, create lasting connections with your customers, and build a company that is truly worth building.

What do you think about all this? Have you used this methodology in your marketing strategies? If you think it’s difficult, it is. It’s a process with a lot of information to land. If you need a strategic ally, at MINTEC we can lend you a hand. Fill out the form and we will answer your questions.