Perhaps this is the right time to remember a saying that goes something like "when the river flows, the water flows". Applied to this post, what I am trying to say is that if you are starting to believe or considering the possibility of changing your marketing strategy, it is because, in some way, you have felt the need for it. However, you may not yet know how you can do it, where you should go, who can help you, or even if you are not sure if you need to transform yourself. That is why I want to share with you the new direction of companies.
Change can be the best driver of your growth. Don't forget it.
Inbound Marketing, is it the way?
You have probably heard of this concept, as it was coined a little over a decade ago. Brian Halligan and Dharmesh Shah, co-founders of HubSpot, studied in depth the problems that companies were beginning to experience. It seemed that companies were not adapting fast enough to consumer habits, so it was necessary to find a solution. They did it, and they called it Inbound Marketing. We all want to attract our potential customers, but only those who apply this methodology are able to achieve it.
When we talk about Inbound Marketing, we can talk about it from one side: the way towards our goals, towards attracting potential customers, towards achieving our business objectives. Some companies may even see Inbound Marketing as the destination they should be targeting, but it is important to be aware that it is about integrating this methodology as the most effective way to meet the needs of our market.
You know what you want to achieve, you are aware of what you need, but something is stopping you from going for it. Is that so? In an increasingly technological world, it is necessary to take advantage of new tools to focus business processes and adapt them to the buying cycle carried out by customers. Others have already done it. Perhaps your time has come.
why change my marketing strategy?
There are still many companies anchored in intrusive advertising methods. There are still thousands of professionals who consider marketing as an art. However, the results are showing that it is something like a science. And you know what happens with science? Everything can be improved and measured. So, that is what Inbound Marketing has brought us: the possibility of providing value to our users and potential customers, in addition to being able to measure each and every one of our invested efforts.
If something doesn't work, we will always have the option to change it, to try new things, to keep trying, until we find a strategy that is perfectly adapted to the demands of the market. As the co-founders of HubSpot said, companies are not adapting fast enough to consumer habits, and Inbound Marketing has emerged to adapt the new ways of selling to the new ways of buying.
It is our customers and the new tools that demand change, so don't get left behind!
what are the differences between traditional marketing and the Inbound methodology?
We could say that it is not a better or worse system, but rather a different, more adapted and more effective method. Therefore, the main differences that companies have been finding between these two worlds have been the following:
- Goodbye to intrusion: Inbound Marketing leaves this technique aside, as it is no longer the companies that try to reach customers at all costs, but rather both parties end up meeting in a natural way.
- Greater segmentation: Traditional marketing is based on factors such as age or salary, while this methodology seeks to go beyond this. It is concerned with the compartments, interests and characteristics of customers.
- Change in communication: it is no longer about communicating in a linear and unidirectional way, but about interacting, being bidirectional and generating trust and credibility. Direct communication with users at any time and place generates good relationships with customers. Behaviour is also changing.
- Everything can be measured. We already told you about this earlier, because one of the great advantages of Inbound Marketing is that all the actions we carry out can be measured. Thus, we observe the results that the efforts invested have brought. These results are used to improve and modify any action that is not contributing to the achievement of our objectives. Measurement is key.
If you have any questions, do not hesitate to contact us.