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Inbound and outbound marketing

When "traditional" techniques were not enough for marketers, they had to come up with something that ultimately
forced the customer to buy the offered goods again. And because customers were already oversaturated with
advertising, the concept of inbound marketing and the associated concept of inbound sales was created.

What is it?

Inbound marketing = a process that tries to bring a visitor to the website who will become a satisfied customer whowill shop with you repeatedly

Inbound sales = personalized sales, which means that the sales process does not revolve around the seller and his
product, but around the customer



Hardsell strategies don't work anymore

Spamming and hardsell may have worked as a marketing tool for some time, but marketing specialists today are
moving to more individual and targeted inbound marketing (addressing the customer in a situation where we
know his needs and purchasing goals). Hand in hand with marketing, trade is changing from classic cold calls to
modern forms of trading.

Since the customer is now equipped with more information and the moment he decides whether to make a
purchase he is able to google and search on social networks all the necessary information about a particular company
and simply compare individual product categories, it is much harder for him to find a product sewn tailored. The
company is much less equipped with customer data than the customer is able to trace about the company. That's why
it's good to be able to work with the data you have and not just look for the right audience for your product, but to be
able to create a community of people who will believe in and support your product, just like you.


Buyer's Journey

  • The Buyer's Journey is a great inbound marketing tool that will evaluate a longer decision-making process and work
    with individuals at what stage of decision-making they are currently at. The customer journey is divided into the
    following 4 phases:

    • Awareness phase: The user hears about the product and the company even before he even considers purchasing it. We will achieve this if we regularly publish quality content on the web and social networks. It is also good if the mention of your company or product appears on other websites, magazines or on the profile of successful personalities.

    • Search phase: In this phase, it is important to get the user, if possible, to meet a specific goal that confirms his interest. Communication tools such as Google Ads (for PPC) and the first impression in the form of UX, when the user needs to attract the product itself, will be great.

    • Research phase: Here the customer compares his options and maps the market. It often compares based on price / quality ratio, availability or functionality. At this stage, email marketing and remarketing are significantly involved in communication, not only in Google Ads, but also on social networks.

    • Purchase phase: In this phase, business and team work take over. The order needs to be completed. Within email marketing, the automation of an abandoned cart will be great, in the case of a sale in a stone store, then a sample sale or a visit to the store.



Summary - take aways:

  • Unlike traditional marketing, which captures as many customers as possible, Inbound marketing captures only those suitable and potential customers who might be really interested in the product.

  • Cold calling is no longer the solution - statistics show that 3 out of 10 users would give up phone calls if they could only replace them with messaging

  • At each phase, a different solution is suitable for specific applicants - think about it and use the customer path scheme

  • Don't just try to find the right audience for your product, create a community