Week 1: Mkt 348 - Essentials of an Effective Inbound Strategy

Watching the video about the Inbound Strategy I could learn about a couple marketing strategies that successful companies are trying to do nowadays in order to attract the customers as well as find out what kind of customers they have to focus on. Firstly, we have to discuss a little bit about the difference between the traditional way and the new way to spread the product.

On one hand, Traditional Marketing is the type of strategy which the company puts advertisements everywhere in order to spread the brand or the product. Furthermore, they actually put the advertisement in moments that you are not looking for that. For instance, when you are trying to see a video on YouTube, it is very often pop up an ad about some brand. That is extremely dangerous for the company because the customer would not see and, moreover, would get a kind of a repugnance to this product.

On the other hand, the Inbound Strategy would focus much more on clean articles where you can see instantly what you want. In this strategy, you would attract the right people to your product. That is exactly to put the right people, in the right place, with no obstacles to make him or her give up on your product or service. Another way to see it is to think that if you are looking for something and you find a clean article about it, the effect on your mind would be a thousand times more significant than if you see an advertisement of something that you are not looking for. Nowadays, the buyers have all the powers, so as a marketing man you need to focus on them firstly, and then let them focus on you.

Talking about the inbound methodology, a successful marketing man has to focus on four steps in order to achieve the company goals: Attract, convert, close, delight. The first step is to make a portion of the 3 billion people, which have access to the internet, look at your page. So you have to attract strangers to be visitors. After this, you have to convert the visitors into leads, and then you have to make the leads turn into potential customers of your product. In the end, the most significant step is to make the customers a promoter – it means that they are more than happy buyers; they are people that are going to spread and indicate the company to their friends.