How FMCG Industries Can Engage in Inbound Marketing

Earning a customer is hard, keeping a customer is harder and turning a customer into a promoter is the hardest goal in marketing. Inbound marketing is to use of marketing tactics that will try to earn the interest of the prospects and pull them to the company rather than trying to push the advertising message to them and wait for their reaction. The attention of the potential customers is earned by the development of high-quality content and by making that content available through multiple online channels including search engines and social media.

Also Read:

1. FMCG Operations – How to win in a rapidly changing environment.
2. Content Marketing for FMCG Industries Today. 
3. How to Conduct Market Evaluation for your Business.

Inbound marketing doesn’t force customers or convince them to buy impulsively, but rather nurtures them at every stage of the conversion funnel and makes them buy naturally when they want to. Inbound marketers align the content with customers’ interests and naturally attract visitors who can be converted, closed, and delighted over time.

The 4 stages of the inbound marketing methodology are Attract, Convert, Close, and Delight. Following these steps will steer consumers away from being strangers and toward being promoters of your brand! At each stage, there are specific methods by which this conversion is achieved. It is important that your marketing actions are timely and targeted, and this is what the methodology aims to help you do.

Phases in Inbound Marketing.

1. Attracting customers.

As a business, your goal is to attract individuals with who you have a realistic potential of becoming valued customers. You just don’t want traffic to your sites but the right traffic. These individuals are called buyer personas. All your inbound marketing actions should be taken with them in mind. They are the lifeblood of your business. Attracting your buyer personas requires a focused inbound marketing strategy that starts with quality content creation.

This content needs to not only draw your persona in but compel them to transition to the next step of the conversion process. Tools to attract customers include blogs, social media, website pages, and key search words. Millennials, the fastest-growing consumer base are very likely to do an online search of businesses they plan on buying from; if you’re not there, you are missing out.

2. Converting.

After you have attracted visitors to your business site the next thing is to convert them to qualified leads. This will be possible when you acquire the contact information of the people who visit your site.

The hustle comes to getting the contacts. You need to offer something of value to your buyer persona for them to be willing to provide you with their contact details. This comes in the form of content which includes whitepapers, eBooks, webinars, reports, and any other educational material that your audience would find valuable and captivating.

3. Close.

This is where you convert your leads to happy customers. Your main goal should be making sales. At this point, you should more aggressive. There is a number of ways to convert your leads to customers. Closing tools include; Lead scoring, Emails, and Marketing automation.

4. Delight.

With inbound marketing, you don’t abandon your customers after they have made a purchase. You not only want to keep them as customers but also want them to become promoters of your products or services by being promoters is by referring other people to use your products. Your goal is to establish brand loyalty.

To do this you need to continue showing your customers that you value them and have not forgotten about them. You do this by continuing to engage with your customers through content that will delight them. Highly targeted calls-to-action, interaction on social media, and email and marketing automation are some of the most effective strategies you can use to achieve this. By delighting your customers, you create greater sales opportunities, not only with your existing customers but also with those who you share their positive experiences with.

Also Read:

1. Benefits of Conducting Market Evaluation for your Business
2. Optimizing Outbound Logistics to increase profitability.
3. The Future of Workforce in Manufacturing Industries.

In today’s fast-paced market, the Internet and social networking are influencing the daily decisions of consumers. Due to the open-source nature of the internet and billions of users joining the network daily, customers are now exposed to more information than ever before. The information shared over the Internet is not only making the audience educated and aware, but also influencing their purchase behaviors. Inbound marketing techniques are needed to attract more leads and foster better brand preferences. To succeed in inbound marketing, businesses need a disciplined approach to content creation, adding marketing automation tools that can help them nurture and print leads and optimize how these leads flow through the sales funnel for continued business success and growth.

Mombasa, Kenya.

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