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O que é marketing de atração ou inbound marketing?

Descubra já os benefícios do marketing de atração!

Alguma vez viu televisão, esperou que um anúncio começasse e depois fez uma compra com base nesse anúncio? Provavelmente não. Hoje em dia, não vemos anúncios publicitários ou vemos anúncios de venda numa revista para decidir sobre uma compra, como fazíamos antigamente. Em vez disso, vamos online e fazemos a nossa própria pesquisa antes de nos fixarmos num produto ou marca. O marketing de atração é a nova e moderna forma de comercialização. 

Os benefícios do inbound marketing são infinitos e fáceis de alcançar se trabalharmos continuamente neste sentido. O objetivo do inbound marketing é atrair, educar, e capacitar os consumidores através de conteúdos relevantes. Conteúdo relevante que é realmente útil e que guiará o consumidor na compra dos seus produtos/serviços.

O significado do marketing de atração é fornecer o conteúdo certo no momento certo, movendo o utilizador ao longo da jornada do comprador. Isto significa que deixa os utilizadores encontrá-lo em vez de sair e encontrar os utilizadores. 

O marketing de atração engloba várias táticas. Algumas das táticas são o marketing de conteúdo, SEO, e a automação do marketing.

A experiência da jornada do comprador

Compreender a jornada do comprador dar-lhe-á um bom avanço na compreensão do marketing de atração e dos benefícios do inbound marketing. 

O comprador passa por um processo antes de decidir a compra. Há três etapas na jornada do comprador. 

Consciencialização

O primeiro passo na jornada do comprador é a tomada de consciência. Pense nos tempos em que tropeçou pela primeira vez num problema ou numa dor na sua vida, e quis encontrar uma solução para ele, também chamada de pontos de dor. Esta é a fase de consciencialização. Começará por fazer pesquisa online para compreender o que é que precisa, mas também para compreender o seu problema.

Digamos que já começou a correr, mas não tem bons sapatos de corrida, por isso está a sofrer sempre que vai correr. Já não consegue lidar com isso, por isso decide procurar um par perfeito de sapatos de corrida. 

Consideração

Nesta fase, irá perceber todas as opções e soluções ilimitadas que tem. A isto chama-se a fase de consideração ou a fase de investigação. Provavelmente, irá procurar em vários sites, ler inúmeros blogs, e até talvez ver alguns vídeos que avaliam sapatos de corrida.

Decisão

Uma vez decidido sobre o melhor par de sapatos de corrida para as suas necessidades, está na fase de decisão. Esta é a fase em que determina a marca ou o fornecedor a quem quer comprar os seus sapatos de corrida. 

A equipa de estratégia de marketing de atração para cada fornecedor/marca que pesquisou está em segundo plano, criando conteúdos relevantes e campanhas de inbound marketing para atrair e captar a sua atenção. Pesquisaram a jornada do comprador para compreender os seus problemas e oferecer as melhores soluções que se adaptam às suas necessidades. 

Vamos entrar na estratégia.

Qual é a estratégia de inbound marketing?

O marketing de atração consiste em quatro etapas. São elas:

  1. Atrair
  2. Converter
  3. Fechar
  4. Encantar

Atrair o cliente

Quando tenta atrair, fá-lo utilizando conteúdos interessantes e relevantes para atrair utilizadores a visitar o seu site. Está a seduzi-los a entrar na jornada do comprador através do seu site. Pode escrever conteúdo de várias maneiras. Pode escrever publicações em blogs para atrair utilizadores, pode utilizar redes sociais como o Facebook, Instagram, ou mesmo vídeos. 

O ponto significativo do conteúdo é que precisa de ser relevante, envolvente e sedutor, para que possa construir confiança e estabelecer uma ligação com o utilizador. 

Converter o cliente

Uma vez que tenha o utilizador no seu site, terá de convertê-lo para fazer uma compra e ser um cliente repetido e satisfeito. 

Quando se converte, faz-se isto fornecendo ao utilizador mais conteúdo com um foco especialmente forte em ajudar o utilizador a resolver um problema que este possa estar a enfrentar. Simultaneamente, pode também obter alguma informação sobre o utilizador nesta fase da estratégia de inbound marketing. 

Há também outro tipo de conteúdo que se pode escrever para converter utilizadores. Isto pode aplicar-se a pessoas que vendem principalmente serviços em vez de produtos específicos. Por exemplo, pode estar a oferecer aulas de escrita de conteúdo. O utilizador precisa de se registar para aceder ao conteúdo que partilha no seu site em relação à escrita de conteúdo. Pode ser um livro eletrónico gratuito a sua oferta (para além das aulas), pode ser um conteúdo em formato pdf com grandes dicas, ou pode ser um webinar. Em todos estes casos, o utilizador deve inscrever-se no seu site para aceder a conteúdo. Quando o utilizador se regista, o utilizador passa de visitante a cliente principal. 

Fechar o cliente

Assim que tiver o seu cliente “lead”, é altura de fechar o negócio. Na fase de encerramento, deve concentrar-se no lead nurturing (reforça e alimenta relações), no lead scoring (um método para determinar o valor das leads), e na automação de leads (gere os seus esforços de geração de leads sem o seu envolvimento). Nesta fase, deve também continuar a fornecer conteúdos relevantes. A estratégia de marketing de atração, a este ponto, converte um cliente “lead” num cliente real. 

Encantar o cliente

Uma vez que o seu cliente tenha feito uma compra, isso não significa que deva deixar de encantar o cliente. É exatamente o oposto, deve continuar a cuidar do cliente para ajudar a fomentar a lealdade. 

No final do dia, quer um cliente repetido. Tenha em mente que é muito mais fácil manter um cliente do que ganhar um novo cliente, uma vez que um cliente existente já tem conhecimento da sua marca e dos seus produtos. 

Os pontos da estratégia de inbound marketing

Agora que sabe em que consiste a estratégia de inbound marketing, precisa de conhecer os pontos em que se deve concentrar. 

Conteúdo

Talvez já tenha ouvido isto antes, o conteúdo é rei! Além disso, o conteúdo dentro de um certo contexto é o significado de marketing de atração. Se voltarmos atrás e considerarmos a estratégia de inbound marketing, o conteúdo é o ingrediente crucial na fase um e na fase dois. Com conteúdo, atrai pessoas para o seu site, e é com conteúdo que convence os utilizadores a dar-lhe as suas informações para que os possa contactar. 

Devido à importância do conteúdo no marketing de atração, existem dois grandes fatores neste tipo de marketing: o marketing de conteúdo e o marketing SEO. Isto significa que pretende assegurar a criação de conteúdo relevante e entusiasmante otimizado para SEO, o que significa que pretende que o seu conteúdo seja classificado no topo do motor de busca do Google. Quer que as pessoas encontrem facilmente o seu site! 

– Publicações em blog

– Publicações nas redes sociais

– Vídeos no Youtube 

Estas são excelentes formas de partilhar o seu conteúdo com o mundo. 

– E-books

– Webinars

– Listas de verificação

Estas são excelentes formas de converter os seus utilizadores em clientes “lead”.  

Call to action (CTA)

É essencial conhecer os seus objetivos do inbound marketing logo desde o início. Os seus principais objetivos do inbound marketing devem ser a conversão de utilizadores do seu site em clientes “lead”. 

Usar CTAs, formulários e páginas de destino são formas de converter os seus utilizadores em clientes “lead”.

CTA/páginas/formulários

Um CTA é um botão de frase curta que se coloca algures no seu conteúdo. O botão existe para encorajar o utilizador a clicar nele para visitar a página de destino e ler mais sobre o livro eletrónico ou webinar que está a oferecer.

Uma página de destino é onde tem mais informações sobre o artigo que está a oferecer, o utilizador pode ler sobre ele e decidir preencher o formulário para ter acesso, por exemplo, ao webinar. 

O formulário permite-lhe obter mais informações sobre o seu cliente “lead”. 

Dica: Também pode usar um botão CTA para converter o seu cliente “lead”, encorajando-o a comprar os seus produtos/serviços. 

Automação do marketing

A automação do marketing é a chave final da sua estratégia de inbound marketing. A automação do marketing permite-lhe converter o seu “lead” num cliente. A automação do marketing ajudá-lo-á a alimentar os seus clientes “lead” (lead nurturing) através de emails, fluxos de trabalho de vendas, e o lead scoring.