Se você está procurando maneiras de aumentar seus resultados comerciais, com certeza, já ouviu falar de inbound marketing e do seu potencial para prospectar e qualificar os leads.
Inbound marketing significa marketing de entrada, em tradução literal, e é uma estratégia que utiliza conteúdo para atrair novos leads.
Ao contrário de propagandas em TVs, anúncios no rádio e, até mesmo, os famosos outdoors, esse tipo de marketing tem o objetivo de fazer o cliente chegar até sua empresa e não o oposto.
Se você quer saber mais sobre inbound marketing e como aplicá-lo no seu negócio, continue lendo nosso post!
O que é inbound marketing?
Como já falado acima, o inbound marketing é uma estratégia que tem como objetivo atrair e converter novos leads em clientes.
Isso ocorre através da criação e compartilhamento de conteúdo específico e personalizado para a área e, claro, voltado sempre para os possíveis clientes da empresa.
O conteúdo deve ser relevante para o lead, fazendo com que esse conheça mais sobre a área e se aproxime da sua marca, mesmo que de maneira indireta, ou seja, sem falar de produtos ou serviços.
Isso fará com que, com o tempo, a pessoa sinta confiança na sua empresa e a considere uma referência no assunto, construindo um relacionamento que pode acabar em vendas.
Vale lembrar que esses conteúdos, em regra geral, são digitais.
Quais são os benefícios do inbound marketing?
O inbound marketing traz muitos benefícios para qualquer negócio, não dependendo do porte da empresa e nem do segmento.
Os principais benefícios dessa estratégia são:
Criar relacionamentos com seus leads
Como já falado anteriormente, uma das estratégias do inbound marketing é a disponibilização de conteúdo relevante para o lead, o que tem como consequência a criação de um relacionamento.
Como sua empresa não vai focar apenas em conteúdos que mostrem como seu produto ou serviço é a melhor opção, mas, sim, na resolução do problema do lead, ele começa a ver sua marca como aliada, estando mais aberto para dicas e sugestões.
Além disso, o inbound marketing tem como um dos seus pilares aumentar os canais de comunicação com o possível cliente, como a utilização das redes sociais.
Isso gera um aprimoramento nos relacionamentos já criados e possibilita a geração de novos negócios.
Diminuir o ciclo de venda
O ciclo de venda é uma métrica que analisa o tempo que o cliente levou para uma fazer uma compra, ou seja, quanto tempo o lead (contato) ficou na sua base de possíveis negócios desde o primeiro contato dele até o fechamento.
Para uma empresa, quanto menor o ciclo de vendas, melhor, uma vez que o custo de aquisição também diminui.
Diminuir o ciclo de venda é essencial para aumentar o lucro e reduzir os gastos e isso é possível com o inbound marketing.
Isso acontece porque muitas interações são automatizadas, já que através dos conteúdos (de blog, email e nutrição) o lead já está se educando e avançando no funil.
De acordo com o Executive Board, atualmente, os compradores online percorrem 57% da sua jornada de compra sem falar com o setor de vendas. Não é incrível?!
Como consequência, temos uma diminuição drástica no ciclo de vendas.
Diminuição de custos
A diminuição de custos não se dá apenas pela diminuição no ciclo de venda, mas também pela aquisição mais fácil de possíveis clientes e pelo fato da despesa do setor de marketing, em geral, ser menor em relação às estratégias tradicionais de captação.
De acordo com Invesp, os leads gerados através do inbound marketing custam, em média, 61% menos do aqueles que chegaram pelo outbound.
A pesquisa também afirma que o marketing de conteúdo, uma das principais estratégia do marketing digital, custa 62% a menos do que o tradicional e triplica a geração de leads.
Isso mostra que investir em inbound marketing é uma maneira de diminuir, consideravelmente, os custos e, assim, aumentar a margem de lucro.
Quais são as etapas dessa estratégia?
O inbound tem 4 etapas, dentro de cada uma existem muitas estratégias que podem (e devem!) ser tomadas.
Mas, de forma geral, é essencial compreender cada uma delas e trabalhar para contemplá-las na sua estratégia.
Atrair
A primeira etapa consiste na atração de visitantes para seu site através da produção de conteúdo relevante.
Para que isso seja feito de maneira assertiva, é preciso investir em conteúdos de qualidade, bem escritos, com informações que sejam relevantes e trabalhar com técnicas de ranqueamento.
Converter
De nada adianta ter um monte de visitantes no seu site se você não consegue convertê-los em leads (contatos).
Por isso, a segunda etapa consiste na criação de maneiras de conversão, como a disponibilização de um material rico.
Esse material pode ser um ebook, planilha, diagnóstico, enfim, o limite é a sua imaginação.
Vender
Depois da conversão, o lead deve ser nutrido, o que deve ser feito através de emails marketing e automações com conteúdos relevantes.
Quando o lead já estiver suficientemente nutrido e maduro, ele deve ser encaminhado para o setor de vendas, que poderá fechar fazer um contato consultivo, mas já comercial.
Encantar
Muitas empresas, após efetuarem a venda, não mantém contato com os clientes, mas uma das etapas do inbound marketing é manter essa relação, ou seja, encantá-lo!
Já dizia o pai do marketing, Philip Kotler: conquistar um novo cliente pode custar entre 5 e 7 vezes mais caro do que manter um antigo.
Por isso, essa etapa consiste no investimento em marketing de relacionamento para encantar o cliente, buscando que ele se torne um verdadeiro fã da marca e promova-a, gratuitamente, para seus amigos e familiares.
Como aplico inbound marketing na minha empresa?
O primeiro passo para aplicar o inbound marketing é ter um bom site para sua empresa e, de preferência, um blog.
Isso porque a geração de conteúdo é uma das mais poderosas ferramentas para o inbound.
Outros canais muito utilizados são as mídias sociais.
É importante que toda a sua comunicação (tanto a parte visual, como de conteúdo) esteja voltada para o seu público alvo.
Para isso, é preciso saber o que eles gostam de ler, como leem e, até mesmo, qual linguagem acham mais agradável.
Esses seus possíveis clientes serão representados por um personagem fictício com características do seu cliente ideal. Dentro do marketing, chamamos de persona.
Para fazer o mapeamento da persona de forma correta, é recomendado que você invista em pesquisas de mercado com seus clientes atuais.
Quando você já tiver uma persona, ficará mais fácil criar conteúdos específicos que sejam relevantes para ela.
Para você entender melhor, podemos dar um exemplo.
Vamos supor que você tem uma loja de sofás online e venda para todo o Brasil.
Se você optar pelo marketing tradicional, provavelmente, investirá em propagandas na TV, outdoors e panfletagem.
Já se optar pelo inbound marketing, você começará a desenvolver conteúdos voltados para esse assunto.
Você pode começar com posts do tipo:
- Quando devo trocar meu estofado?
- Estofado com três ou dois lugares: como escolher?
- Dicas para escolher o melhor fornecedor de sofá.
Note que todos eles têm ligação direta com sua empresa, mesmo que não fale logo de cara sobre seu produto e marca.
Mas, é importante ressaltar que isso não deve ser feito de qualquer forma.
É preciso ter técnica e muito estudo.
A técnica por trás do inbound marketing
Agora que você já sabe como aplicar o inbound marketing, já deve estar tendo várias ideias para sua empresa, mas antes de tudo é preciso entender as técnicas por trás disso.
Para que o inbound seja realmente assertivo, é imprescindível que haja uma agência parceira ou um time multidisciplinar.
Isso porque é preciso contar com um estrategista, redatores, ‘designers’, social medias e ainda analistas.
Cada um na sua função, é essencial, por exemplo, que o time tenha domínio do funil de marketing, técnicas de ranqueamento, formatos de conteúdo para blogs e mídias sociais, indicadores e resultados.
Se você ainda tem dúvidas sobre o assunto ou quer saber mais sobre aplicar o inbound marketing na sua empresa, entre em contato conosco para trocarmos uma ideia!
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