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Buying behaviors have changed

Consumers inform themselves, evaluate and decide to buy in almost total autonomy with respect to the times and methods of those who want to sell.

 
 

Nowadays many people decide where, how and when to buy by inquiring with their smartphone or using a computer. Often they don't even need to talk to a salesperson or walk into a store.

On the web, they have unlimited sources available to inform themselves and find increasingly simple and captivating opportunities to buy. They will tend to exploit them and break all the rules of the game.

With these people, almost all the classic marketing actions no longer work. Not only: they do not accept being continually interrupted by those who try to promote something to them. They do not listen to those who speak to them only with the intention of forcing them to buy.

This is why it is necessary to change the strategy and the way of communicating to return to selling to people.

 
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Offer personalized information and answers to find new customers online

If one of the many people on the internet were your potential customer, would they find your solution online?

 
 
 

Information about your brand and your products or services must be present on the web in a visible and relevant way, first of all through your site. This kind of presence alone is no longer enough.

When a person has a problem, their priority is to solve it: they do not immediately think about buying or asking for a quote.

At first, they need to:

  • frame and analyze the problem

  • gather information

  • identify the options available

Your strategy must be able to intercept their research when the person is in the first phase of analyzing their problem.

If you are able to share quality information where and when they are looking for it, you will have the opportunity to allow them to discover and engage with your solution. If you can offer on your website insights which are timely and personalized answers from your organization to their needs, you will be able to establish a favorable relationship with this person that will prove decisive.

 
 

To obtain interest is the first rule to engage people online

It means offering the right information when the person is actively looking for it.

 
 

This is the formula that must guide marketing actions, because information captures people's interest only if it is relevant. The marketing that offers help and answers to their needs (during all decision-making phases of the purchasing process) is called INBOUND MARKETING. It arises from the need to establish a new sales relationship, which people are willing to accept.

Inbound marketing takes a different perspective: it puts the needs of consumers first - “at the center”, bringing them effective solutions. It is marketing that communicates and sells respecting THEIR expectations and their timing. It abandons push actions to "force" them to buy that have now proved to be completely useless to sell.

 
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Whoever buys has evolved

 
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Why to use the inbound strategy?

Take inspiration from this FREE E-BOOK:

"What's marketing that people love?"

 
 

Welcome to the age of inbound marketing, the marketing that's useful.

Inbound methodology relies on the power of the internet to generate interest, drive traffic and convert that traffic into sales. It is really effective also because it is based on an intelligent marketing philosophy delivering the RIGHT CONTENT in the RIGHT PLACE at the RIGHT TIME.

WHY IT'S TIME TO USE INBOUND MARKETING

Instead of interrupting with cold calls and interuptive advertising, it attracts people to your website when they are interested in finding a solution (yours) to their problem. Thus creating marketing that people love.

 
 
 
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Here we share our blog posts about value and benefits of inbound marketing and sales:

 
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