Photography byAustin DistelinUnsplash
At our company, Tarsis.net, we have been committed since the beginning to an approach to digital marketing that is respectful of the recipient of the message. This respect is materialized in that we do not apply saturation bombardment techniques on the recipients of our campaigns nor do we play with the privacy of users, but rather we send messages guided by the demonstrated interest of the recipient. That is why our digital marketing philosophy revolves around the concepts of content marketing and inbound marketing .
For an average user, resignedly accustomed to intrusive marketing, who daily deposits dozens of spam messages in his mailbox, or who floods a web page with banners or advertising claims of all kinds, which hinder the user experience, the concept of inbound marketing may still be unfamiliar , which tries to attract the recipient of the message by providing information, content and arguments that convince them of the goodness of the proposed solution. It is based on valuing the recipient of the message as an intelligent person willing to receive valuable information, and not as a laboratory mouse subjected to electric shocks at the will of the experimenter.
Inbound marketing is respectful of the audience, sophisticated france business email list in its techniques and tools, and a generator of value, but it is also much more demanding, both in terms of cost and planning and work. It is not enough to buy a database, click the “Send” button, and sit back and wait for the results while wasting the time and resources of thousands of recipients who are not interested in what is being offered to them.
In line with this sophistication, the tools used must take into account all these premises to ensure that we are going to provide the recipient with the information that interests them at each moment of what is known as the “customer journey” , which goes from the detection of a need to the decision to purchase the product or contract the service. It is at this point where marketing automation makes sense.
The first thing is the contents
Whether it is a product or a service, inbound marketing uses content to argue in favor of whatever it is trying to sell in each case. Therefore, first of all, we have to make sure that we have valuable content from the customer's point of view.
This content can take the form of a success story, a comparison with similar products from competitors, a return on investment (ROI) calculator, a use case, a white paper or a video demonstrating the features. The key point is that the content must provide useful information to the recipient, which deepens the interest that they have initially shown in the product. By fueling their interest with this content, the decision-making process for the purchase is advanced.
For this reason, we need to collect quality content for each campaign, which we can distribute at the right time to each client, in a personalized way. Producing content is slow and expensive, but it is the way to demonstrate the advantages of our product or service compared to competitors who are fighting to win the will of the prospect.
For example, if an IT manager from a SME is interested in purchasing a new server for his company, he will surely have previous experiences (good and bad) with different manufacturers and models, and will also have references from other manufacturers with which he has not yet tried. Once the need has been detected, a phase of information acquisition and evaluation begins.
The prospect can then come into contact with our brand through an event, a search engine (SEO) or by subscribing to an email newsletter. This is what is called a touchpoint. At this point, our mission is to detect a specific interest and nurture it appropriately until the moment when the purchase decision is made.
