Inbound is basically a small revolution in the closed world of marketing! Parachuted in England via the United States, it is especially developed in the digital sector and in startups. Large accounts followed, but SMEs and very small businesses are still struggling to get used to it. And yet, inbound is a treasure trove of untapped techniques that reassure the client through his ethical aspect …
Ethical marketing oriented towards the customer and not the product
Inbound men & women have definitely turned their backs on product orientation in favor of the real star of history: the customer!
Classic marketing started with the study of market needs and created a product that it highlighted by its packaging, promotion, a well-studied price policy, advertising … but that was before.
Digital has changed the game and we are only at the beginning of what can be done.
Today, the star is the customer.
1- Buyers personas
Inbound starts with thinking about buyers personas.
In classic marketing, it’s a question of knowing the marketing target of your products with your client’s PSC, their age and their income … and segmenting it. In this way, the client has the impression above all of being a consumer, a cash cow that is placed – for example – in the junior, housewife under 50 or senior category.
With buyers personas, it is a matter of having a multidimensional approach to the client, that is to say of considering him as a human as a whole and of interfering in his mind, his life, his behavior, his desires, beliefs, fears, hobbies, ideas, motivations, goals, lifestyle, dreams … to be closer to him and his needs.
The better you know your buyers personas, the better you will be able to communicate content with high added value to attract them to your favorite tools (site, blog, social profiles, landing page, etc.).
With buyers personas, we no longer segment, we define typical human profiles.
So, a communication agency can define their personas as marketing directors SMEs living in cities of more than 90,000 inhabitants with two children, married, ambitious, aged around 40, managing one or two assistants and one or two product managers. His problem is to make his box go digital by developing a real service with a developer, a web designer, a community manager, and to convince his hierarchy of the obligatory passage in this direction.
2- The user journey or customer journey
The great digital revolution is being able to follow the navigation of its buyers personas embodied in the form of leads on the web in their user journey and customer journey.
The customer journey is the journey of your personas between the time they become aware of their needs and the time they buy.
It can be analyzed at three levels:
- Awareness of the need;
- The comparison of offers;
- The purchase decision.
Following the customer journey will make it possible to offer offers based on the real interests of customers (for example by identifying all the points of contact between the customer and the company, by determining the importance of each contact, etc.).
3- Marketing automation
Automation is the logical next step in the customer journey analysis. This involves triggering a succession of information and calls to action based on an action performed by the lead in order to lead the lead towards the purchase to bring it to the status of client. For example, if the contact has downloaded a white paper on the valuation of real estate on the site of a real estate agency, we can send him by email information on the taxation of capital gains, on home staging, then a proposal for an appointment with a salesperson.
Today, the tools are even more efficient. We use DMP (data management platform) which analyze the entire path of leads on several channels (smartphone, shop, etc.). These DMPs are very complex and above all adapted to the needs of large accounts. These data allow finer marketing automation proposals.
Ethical opt-in marketing
The basis of inbound is largely based on capturing emails. It’s about attracting contacts, who at some point will leave their emails against content with high added value for them and that voluntarily.
We are no longer in direct marketing with sales of databases where the prospect receives offers that he did not request because he just left his address and placed an order one day in a shop or at a mail-order company.
The opt-in regulated by French law is based on the contact’s prior consent who leaves his email and agrees to be integrated into an email database in order to receive information with a view to commercial prospecting.
It changes everything! The contact really wants to receive the value-added information that the company offers. He finds there a real and important interest. The information he receives will surely help him solve a problem and make a purchasing decision. He is no longer seen as a mere consumer, but as a contact whose business solves a problem with useful information.
Ethical marketing that elicits the support of the client (price, offer, personality of the entrepreneur and his branding)
By joining a high value-added information feed, the lead will gradually discover the company’s expertise, the personality of the entrepreneur, its storytelling and branding. A bond of trust will be created.
Once the universe of the company or entrepreneur has been discovered, the lead will more easily adhere to the offer and the prices charged.
Here we are again in a soft and progressive approach to the prospect and not an aggressive approach. Where classic marketing attacks the customer, inbound generates buy-in. Therein lies the ethics of inbound.
Value-added ethical marketing
The delivery of value-added content is at the heart of inbound marketing.
The customer is no longer a consumer who must “swallow” the promise of an advertisement. Inbound positions him as an individual with needs and problems to be solved to which we will provide solutions.
The whole art of inbound is therefore to offer relevant Value Added content the lead needs in order to establish this privileged link with him that will lead him to buy your products.
Convinced that inbound marketing has an obvious ethical component?