When it comes to advertising and publicity for companies, the amount of existing solutions can confuse a lot of people. But a modality that really deserves our attention is the Reverse Marketing.
We use the term “modality” because it is not a specific method, but something like a philosophy, which includes several strategies and possibilities within it.
In general, it includes other fundamental concepts, such as content marketing, inbound marketing and even a sales funnel, without which your success could be seriously compromised.
It is precisely these relationships that we will deal with later, exemplifying how your business can benefit from reverse marketing. Contrary to what many people think, it is not exclusive to big brands or multinationals.
Whether to strengthen ties with the target audience of an industry or a shop awning workshop, this philosophy and its methodology can bring very practical results in the short, medium and even long term.
To understand exactly how just read on.
After all, what is reverse marketing?
Perhaps you’ve never heard the term outbound marketing, which in loose translation would be something like “outbound marketing”. But surely you are impacted by it every day, both indoors and out.
It is the opposite of inbound, the “inbound marketing”, which is precisely the “reverse” style we are talking about here. Outbound consists of active prospecting, and usually comes in the following formats:
· Television;
· Radio;
· Leafleting;
· Billboards;
· Between others.
Currently, it is also present in the digital sphere, as in the sponsored links of major search engines, where it is possible to find all kinds of solutions, from free courses to customized boards and commercial solutions.
Its nature is appealing marketing in commercial terms, which exploits the product’s advantages over the competition, and the supposed superiority of the brand.
Inbound, on the other hand, takes the opposite path, exploring “passive prospecting”, which consists of valuing the customer first.
For this, he creates materials and content that serve as bait, making the customer come to the brand. Hence the term “inbound” rather than “outbound” marketing.
Inside its real functionality
When describing inbound, reverse marketing and content generation, it may seem like it’s all an illusion. After all, if the brand doesn’t “kill a lion a day”, as they say, customers will never come to it, right?
In fact, that vision is outdated, and the internet is out to prove it. What happens is that today the board has really inverted, as the client has all the tools he needs to be the active part of a survey, and not the other way around.
Therefore, it is he who decides what to read and consume. When he needs custom adhesive labels, for example, it’s unlikely that a flyer will reach him, by sheer coincidence, before he simply Googles it.
These are the famous Y and Z Generations, which grew up with access to microcomputers, smartphones and tablets. What they want is a personalized, non-coercive relationship based on outstanding experiences.
How to implement in my company?
As we saw at the beginning, reverse marketing is a methodology, since its strategies are many. For you to take the first step towards your own business, the best option is to focus on blogs and social networks.
Your generated content needs to be original and really add something to your target audience. For this reason, articles like “10 ways to do banner printing” tend to have excellent results, generating great engagement.
In general, the formats that the content can take are:
· Blog posts;
· Vlogs and audios;
· Podcasts;
· Posts on social networks;
· E-books;
· infographics and slides;
· Between others.
Furthermore, to get beneficial results in the commercial, you need to take into account the sales funnel, which is divided into top, middle and bottom. Thus, each content created needs to serve either to generate leads, or to feed prospects, or for closing.
Complying with and mastering these steps is critical. This golden tip is what prevents you from creating content in a dispersive way, forgetting the commercial purpose of the strategy, which is that of all types of marketing.
All of this makes it clear how reverse marketing and its strategies can really change a company’s level, as long as it takes into account the tips given above.
