In 2019, the “Profile of E-commerce in Brazil” survey conducted by PayPal identified the existence of 930,000 e-commerces in operation, and after the pandemic this number grew significantly. If before the difficulty was taking the company to the digital world, now, the great challenge for e-commerces is to keep up with changes in purchasing behavior and attract the attention of consumers.
Inbound Commerce uses Inbound Marketing techniques, such as automation and content creation, to attract qualified leads and customers to your online store, but you may be wondering: does it really work? Check out this article:
what is Inbound Commerce?;
Does Inbound Commerce work?
know who the general public is;
understand a little more about how audiences convert;
offer discount coupons at the right time;
start with the foundation of your e-commerce;
pay attention to B2B e-commerce.
What is Inbound Commerce?
You may already be familiar with the term “Inbound cyprus whatsapp data Marketing”, or attraction marketing, a form of marketing that consists of attracting customers by providing content that delivers value to them. In other words, that delivers useful and valuable information according to their interests.
Inbound Commerce works in the same way, using Inbound Marketing techniques aimed at e-commerce. When we use this strategy, it is possible to reach people who are in the process of making a purchase and people who do not even know they need your product or service yet.
By generating valuable content, we can attract qualified leads who may consume it in the future, but who are only looking for information at the moment. The big difference with this technique is exactly what we said in the introduction: you monitor changes in behavior and attract the attention of potential customers.
Does Inbound Commerce work?
The answer to this question is: yes! Inbound Commerce works. We have several success stories here at Mestre from our clients who, by applying Inbound strategies, have achieved incredible results.
One example is the case of Inca Aromas, which achieved its sales record in just six months of the project. The Inbound actions applied increased the number of visits to the company's website by 390%, with the generation of assertive content, creation of nurturing flows and understanding of the persona, the results are constantly evolving to this day.
So, yes! Inbound Commerce works, but to achieve excellent e-commerce results using this strategy, you need to follow a few steps. Our CEO, Fábio Ricotta, has prepared some important tips:
Find out who the main e-commerce audience is
In all projects we start here at Mestre, the first step is to create business personas, so we can get to know our target audience and, from there, focus our efforts on attracting people who are aligned with the profile we have outlined. This way, we can turn them into leads with our exclusive content.
Understand a little more about how audiences convert
When we have more than one persona, we can discover how each of them relates to the online store up until the moment of conversion. For example, an e-commerce that sells items for babies and children has two audiences: pregnant women and experienced mothers.
A pregnant woman consumes specific content and needs specific products to prepare for the arrival of the baby. A woman who has been a mother for some time will probably not consume the same content as a pregnant woman, however, they may be looking for the same products, such as clothes, diapers and other items.
By mapping the child’s life stage, you can provide assertive content and products that the mother actually needs and wants to buy. To get started, you just need to create some nurturing flows. With this tool operating correctly, you will have a “machine” for constant lead generation, delivering content and offers at the right time for each persona.
Offer discount coupons at the right time
Discounts are always attractive, but offering them without any care is wasting this great asset.
You may even have several discount coupons, but analyze the consumer's browsing and make each of them available assertively, offering the discount for those specific products and categories that the visitor has already shown interest in.
With Inbound Marketing, you can design nutrition strategies with products that the person has already added to their cart or saved as a “Favorite”, that is, products that they have shown a greater willingness to purchase.
Start with the foundation of your e-commerce
If you have been operating for a few years, you have a wealth of opportunities, even if you have never worked with Inbound Marketing. Your existing customer base, in addition to being an excellent source of data for creating your persona, is also a great opportunity to start practicing your Inbound actions.
The chances of someone from your base buying again are much higher – and require less effort – than attracting new customers. Segment these customers, understand what and how they bought and offer the upsell, that is, make this customer buy more.
Pay attention to B2B E-commerce
Often our strategies are limited to retail and the end consumer. But is your product not open to wholesale or resellers?
B2B e-commerce has a longer purchasing cycle, since impulse purchases are almost non-existent in this environment. However, by applying Inbound strategies to this process, you can attract more qualified leads and accompany them through the purchasing process, in addition to generating greater authority in the sector.