We live in an ever-changing world. The online world. A world which can often appear harsh and invasive.
You search online for a flight and within seconds your browser is bombarded with adverts: the same flight at a cheaper price, hotels in the city you’re thinking of visiting, tourist trips, products and services to make your trip more comfortable and countless other things.
Beyond conventional marketing, one universal concept applies across the online world: inbound marketing. The point is to seduce the user and to make them into endorsers of a product. How? By showing them content that they notice, that interests and impacts them… so much so that they decide to share it with their friends and colleagues.
The First Phase: Seduction
You come across someone you like and what’s the next step? You try to meet again. That’s the first step of inbound marketing: we see what we like and take steps to go to the next level. The principle is the same. The content is interesting, it makes us laugh. We decide we want to know more and we click.
The Second Phase: Virality
That first date went so well that you decide to share that selfie you took at dinner with your friends on WhatsApp. Or, you liked the content you’ve just finished reading so much that you think it’s worth sharing on social media. It’s too interesting to keep to yourself.
Your thinking is clear. You want to make your friends jealous. Or, you want them to take the same interest in the content as you did. In fact, it might interest one of them so much that they might end up reading more about what you sent their way or buying whatever product it talked about.
The Third (and Final) Phase: Analysis
You’ll ask them. You won’t be able to help it. “What do you think?” Or, “did you see what I posted on Facebook?” In both cases you’ll want a similar kind of response: “I want that too.”
So that’s Inbound Marketing. Offering creative and original content. Content that people like, that they share and, above all, allows us to draw conclusions: that it’s the kind of thing that are our existing clients like, that our potential clients like and what we should be publishing if we want them to be our clients.