You want to attract customers, but will they be attracted to you?
Today’s customers can no longer be pigeonholed into target groups. They determine when and how they come into contact with your brand. They avoid your ‘annoying’ advertisement by watching television on demand. They refuse your web cookies and register their phone number with the Telephone Preference Service. And their No Junk Mail / No Free Newspapers-sticker also impacts your circular.
In short, the consumer can no longer be swayed. Or can they?
Inbound marketing is a strategy that drives potential customers to you because you are providing them with meaningful and useful information.
Inbound marketing is about creating thought leadership, organic visibility and social scope. Therefore, inbound marketing is also a “mindset” based on your own knowledge, tools and power.
Inbound marketing is about getting ‘earned attention’ and not about ‘purchased media’. With inbound marketing, the effect is sustainable. This is in contrast to an ad where the effect is gone as soon as you turn off the ad campaign. When sharing interesting information, customers find it worthwhile to stay in touch with you. And that works!
Inbound Marketing: Support in the orientation and procurement process
A majority of the people (80%!) go online to gather information about a product or service before buying. This means that a digital journey has already taken place before the purchase is finally made. It is therefore crucial that your findability is optimized, that visitors find fitting information on your website and then grow to a satisfied customer.