Inbound Marketing: transform your target addressees into clients/ promoters.
World economy has been experiencing for some years now, such phenomena as instability and uncertainty. Markets of all kinds have changed mainly by effect of consumers’ behavior. If we had to choose 3 adjectives to define consumers nowadays, we would describe him/her as CAUTIOUS, WELL-INFORMED, AWARE.
Cautious in pondering resources to invest into, not only in budgetary terms, but also in terms of time and attention. Anyone of us can be a well-informed consumer, we only have to search on the web, ask friends, listen to reference influencers… Awareness then becomes a characteristic of mature markets, where buyers have already tried more solutions and can orient themselves more easily and assertively.
People have completely changed their behavior.
Purchase behaviors have completely changed and will not revert to standards of 6-7 years ago. Let’s forget the old marketing handbook. What never changes is that companies must continue their battle as competitors to prosper within a scenario which is becoming more and more complex.
Consequently, even MCI Brand Appeal’s services, skills and know-how have evolved in a parallel way. In particular, our agency has developed a specific know how within the INBOUND MARKETING domain to transform target addressees into clients/promoters through digital channels, conveying and elaborating strategically tailored suitable contents.
How do we attract new clients??
At MCI Brand Appeal we have simplified this approach, coding a DIGITAL DYNAMIC ENVIRONMENT (DDE system) created ad hoc for each company and each product,starting from dressing and filling in a synthetic document, the INBOUND STRATEGY, including 8 items.
Starting from dressing and filling in a synthetic document, the INBOUND STRATEGY, including 8 items.
1- WHO WE ARE
Mission – Values – Why the client should choose us –Why the client should trust us – Brand personality
2 WHAT WE OFFER
A rational and objective list of products we sell.
3- WHO WE ADRESS
Our target are people: here are Buying personas.
4- WHAT WE’D LIKE TO TELL ABOUT
Identitarian topics which tell about us, for our target addressees, our ”people”, “experimental topics”. (because the web is useful even for this purpose).
5- WHERE WE ARE GOING TO TELL ABOUT OUR TOPICS
At last: let’s choose today’s and tomorrow’s channels….
6- WHY WE’D LIKE TO TELL ABOUT OUR TOPICS
What are our real, credible objectives … Let’s get known, get purchased, get loved……
7- HOW WE’D LIKE TO TELL ABOUT OUR TOPICS
What kind of contents we will insert into our channels: Text, image, video, share posts, how frequently we are going to publish them.
8- WHAT AND HOW MANY RESOURCES ARE WE GOING TO INVEST IN
In this context, we are not speaking about money, but first and foremost with resources. Writing costs efforts, intellectual work and time. Where and how do we “catch them”?
The DDE, Dynamic Digital Environment, consists in a website serving as a support/pivot for a blog, to a newsletter and to various social network which is best coherent with our objectives. The environment will be nourished by STRATEGICALLY CONTENTS to follow our buying persona over what we call the INBOUND JOURNEY, i.e. turning our target addressees, our buying personas, first into leads and finally into true fans and brand promoters at the end of the journey.
To sum up, we’d like to use the lighthouse metaphor to illustrate better what inbound marketing can do for companies, for any company. Consumers/purchasers who are seeking for a product, a service, are like navigators in search of a safe harbor. We show up, get remarked, our brand is beautiful, shines, immediately trustful, problem-solver, charming.
Consumers/navigators get lured, attracted and enter the harbor, purchasing the product. Pursuing with the nautical metaphor, we must not forget that they must get past the lighthouse which guided them,they must find a welcoming harbor, treating them well and making them wish to come back and tell all their sailor friends about our harbor/ product. In this sense, thus we can define inbound marketing as LIGHTHOUSE MARKETING.
In MCI Brand Appeal we can promise you that you will find true sea dogs, take our word for it!