Why is inbound marketing so important as a competitive differentiator today?

The advancement of technology and greater availability of knowledge and tools related to business management mean that market competitiveness increases and companies need to seek differentiation to have a competitive advantage and survive
in this environment.

Another point to be highlighted is that digitalization and the strength of the internet have advanced a lot in recent years and consumer purchasing behavior has changed a lot, meaning that companies need to adapt and be aligned to this new context.

In this sense, inbound marketing is fundamental when it comes to attracting and delighting customers in a good relationship experience in order to influence their purchasing decision with content and education about the company and the product.

The objective of this article is to show three fundamental points of impact related to inbound marketing, while its importance and the need to do it in the best possible way will be visible to have more customers and enhance the company’s results. However, first it is important to understand what inbound marketing is and why it is an important competitive differentiator for a company today.

WHAT IS INBOUND MARKETING?

For a simple translation of the term, inbound marketing can be understood as attraction marketing, that is, the intention is for the customer to look for the company and not the other way around, which was common for a long time in so-called outbound marketing, which was the company who tried to convince the customer to buy their product or service.

In this context, strategies and actions are carried out that attract a potential customer to a company blog or website, entering into a relationship that generates a lot of value for this customer through content.

This content can have different proposals, that is, it can be used to transform your company into a reference in the market, educate the customer about your solution, show the customer a problem and a need in the reality they face, among other ways of influencing the purchasing decision of this potential customer.

1. Closer and more effective contact with the customer

It is clear that the current market scenario has promoted changes in society’s consumption behavior. These changes make digital marketing a determining factor in consumer purchasing decisions.

When you produce quality and appropriate content, in addition to publishing it on a channel that allows your potential customers to view it, you increase the number of people in contact with your company who actually need to solve a problem or are interested in the your solution.

In this sense, it is very important to know the target audience desired by the company in a given strategy. It is this in-depth knowledge that will be able to guide what will be produced in terms of content and formats to attract the company, in addition to ensuring how this will be done and where it will be best publicized.

Furthermore, digital contact with the customer provides a better and more lasting relationship, resulting in several points of contact that the company can constantly generate value, without the need for the customer to make the decision at a specific moment, as sometimes occurs in the physical stores, which can result in lower conversion of this potential customer compared to more persuasive inbound marketing strategies.

2. Increased brand visibility

Digital marketing has brought about a huge breakdown of barriers, mainly geographical, in the current scenario. This change allowed several people to get to know and have contact with the company constantly.

With an inbound marketing strategy, your company achieves unlimited visibility and is able to differentiate itself from competitors and gain space in the market.

3. Better results with less costs

When your company works with more qualified and informed potential customers during the sales process, they tend to have more confidence to buy, since they know that that solution will solve a problem in their reality, increasing the average sales ticket. in relation to those who do not go through this education process.

In addition to your company being able to generate more revenue by having a larger customer base, higher purchase conversions and a higher average ticket, inbound marketing has a lower customer acquisition cost and is cheaper than other traditional solutions, such as advertisements and brand activations.

It is important that these inbound marketing strategies are aligned and reflect the organization’s objectives and strategies, and the study of strategic planning is very important.