With the advancement of the Internet, customer acquisition has become a more sophisticated process. Bombarding people with ads is no longer the most efficient way to attract new consumers.
Now, getting the customer to the product on their own is at the top of the priorities.
But how to do it?
In the midst of these innovations to attract customers is the . Find out right now what it means and how to use this technique to attract customers!
What is inbound marketing?
In traditional marketing, with the massive use of advertising campaigns. It is a technique that aims to “push” the products to the customer, without any segmentation and without trying to understand the needs of the public.
As expected, this method is not as effective, since most people have a strong critical sense in relation to something that is imposed on them. In addition, this technique also generates a high cost for the entrepreneur.
In the midst of these changes, inbound marketing emerges as an alternative, since it offers entrepreneurs a new way of attracting customers.
If in traditional marketing it is the company that looks for the customer, in inbound marketing the process is the opposite: the customer is the one who looks for the products.
How does this happen?
With the production of relevant and personalized content for the buyer personait is possible to create engagement and fidelity. Thus, attracting customers becomes much easier with the use of non-invasive techniques, closer to people and aimed at attraction and not the sale of a product at first.
However, you have to be careful when plotting your strategy.
Digital marketing experts say that 80% of a company’s content should focus on the top of the funnel, which is about engagement and buy-in. And only 20% of the content produced should be focused on conversion and enchantment, as they are materials that presuppose knowledge of your product.
Attracting customers with inbound marketing, in addition to working, provides the entrepreneur with many advantages. Among them are the economy, more segmented and assertive communication, greater customer loyalty and the great reach of the brand.
From now on, we will show you some techniques that you can apply.
Strategies to attract customers
We offer you here the best inbound marketing strategies to attract leads and convert them into customers, in an easy and non-invasive way.
1. Know your buyer person well
The first step you have to take to start applying customer acquisition techniques is . Delimiting the characteristics of your ideal consumer is essential to produce personalized content that meets the needs of that audience.
To get to know your buyer persona well, try to analyze how they behave and what their desires and pains are, using web analytics tools and a lot of research.
After you’ve done all of that, it’s time to think of solutions that will help you solve that potential consumer’s problems. If your brand is capable of offering tailored solutions, you will achieve great success not only in attracting potential customers, but mainly in sales.
2. Offer quality content
Having a space for the promotion and sale of products is important, but so is having a channel for promoting relevant content. ¡is a great way to achieve it!
Entrepreneurs who only focus on showing their product and brand achieve less impact than those who focus on quality content that adds value to their customers’ routine.
People are running away from companies that make advertising a form of . Consumers are increasingly looking for brands that are interested in listening to their needs, offering solutions and being always present, in a non-invasive way, in their lives.
The blog is one of the best spaces for the production of quality content, because we know that it represents the company and .
Therefore, keeping the blog always updated, with quality articles, well written and that actually offer solutions for customers is an excellent inbound marketing technique.
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3. Send emails that are not intrusive
The customer acquisition process must be continuous. Even customers who have already made a purchase must always be in the entrepreneur’s sights.
One way to maintain contact with the client is by sending emails. The when done correctly, it enables customer loyalty, increasing the chances of return.
Care must be in the format of email marketing. This is where many entrepreneurs stumble and end up having negative results.
Nobody likes to receive unsolicited and unrelated emails. Therefore, there is no use inundating customers with advertising-packed emails, who are only concerned with selling the company’s product.
The basic suggestion is that, in these mailings, the client can have access to quality content, with relevant and personalized information for their profile.
4. Feature tips on YouTube
For those wondering how to attract customers, . This video distribution platform has become essential for businesses because it allows the reach of an unlimited number of clients, in addition to being the second most used search engine in the world, after Google.
Tip videos represent the essence of inbound marketing: the focus is not on selling a product, but on showing the customer that there are solutions to their pains and problems. Thus, it identifies with the content and, based on that, goes in search of the brand.
It is much easier to sell to a customer who already knows what they want to buy and where to buy.
5. Interact on social networks
That social networks are incredible tools to take advantage of sales, it is an undoubted fact. But many people take advantage of these spaces in the wrong way.
Social networks like , Y they must function as a link between customers and the brand.
Promoting the product within these channels is allowed, but not excessively. The focus should be on the company’s communication with customers, probing their doubts, problems and pains, and providing practical solutions.
But be careful, because social networks cannot become a FAQ, only questions and answers.
As they are relaxation spaces, users want to find more style and personality in the publications. To explore the maximum of these channels, it is essential to produce relevant content, but at the same time, be more informal, if that is consistent with the profile of your buyer person.
Between the There is the ability to read comments, send messages and share content instantly with fans and followers.
6. Create rich materials
Continuing with the theme of relevant content, it is important that your brand is not limited to traditional formats, such as texts and videos. The production of and can better position your business, by creating authority on a certain issue.
A good suggestion is to offer these rich materials to customers for free, by performing some simple action, such as filling out a form. This way, everyone wins.
An ebook allows you to transmit in-depth content on a certain subject. It provides customers with a set of relevant information, which can even be consumed on mobile devices (in digital format).
Infographics, in turn, appeal to the visual aspect and instantly arouse the customer’s attention. With the use of colors, images and graphics, the information is transmitted much more lightly than in conventional articles.
7. Offer promotions
Remember that, to sell well, it is not necessary to always use the language of sales. Invasive campaigns and strategies do not work as well on the Internet, because now the consumer has more options of providers for the same service.
A strategy for customer acquisition that works very well is to offer promotions and innovations whenever possible. If your brand is able to always be present, in a friendly way, in the lives of customers, they will end up buying your products freely.
Promotions generate great engagement with the brand, being one of the best ways to conquer new customers, in addition to retaining existing ones.
But don’t do more of the same! Always try to innovate and offer something really interesting to customers.
Keep an eye out for the lures of engagement such as, for example, “mark three friends here and win a 10% discount”, as this type of content can be penalized.
Invest some time to promote an action that starts a real dialogue and encourages the engagement of your potential buyers.
Time to put the tips into practice
These are the main inbound marketing strategies for capturing customers.
With the use of these techniques and tools, it is possible to attract more customers and eventually sell more, spending less.
We present here some simple strategies, but they work in a completely different way from traditional marketing, since they provide more autonomy to the client. Starting with these 7 tips, it will be easier for you. Later, you can apply other complementary techniques to attract more people to your business.
Do you want to know more about this topic? Be sure to also read our post with other .
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