Like everything else, marketing also evolves with technology and also people’s consumption habits. For example, in recent years there has been talk of “outbound marketing” and “inbound marketing” which until a few years before were called “offline” and “online” marketing and even if it is true that there is a sort of metamarketing that is sometimes used to do cosmetic operations to the marketing itself, it is also true that these two concepts are not just a new definition of old concepts. So let’s see what we’re talking about and how they can be applied to your Box’s marketing strategy.
Outbound marketing is basically what marketing was before the advent of the Internet. By definition it pushes the public to do something we want it to do. We talk about radio, TV, telemarketing, banners, displays, advertising boards, postcards, pop-ups and everything that we generally put in front of the consumer to try to let them know that we exist and bring them to be our client. Needless to say, this type of communication has fallen into disuse in recent years due to excessive saturation, especially on the Internet.
Inbound Marketing is a different marketing concept in which we try to attract the potential customer through interesting content for him. Another definition, which I like best, is that of Content Marketing and involves the creation of posts on blogs, on social media, information graphics, informative documents, newsletter, E-Mail and other contents that people are actually interested to read. If these contents are appealing enough, people interact with them, read and share appreciating the positive impression of the brand that thus influences purchasing decisions. Inbound marketing is indirect as there is never an obvious attempt at sales but at the same time pushes potential customers to increase their interest in the brand and in the long run become their customers.
Which of the two is better depends largely on the strategy you intend to implement, on the type of customers you are targeting and therefore on your position. Let’s say that for a Box the mixed strategy is the one that works best provided that targeted actions are carried out not only for a specific type of user but also for a specific territory, or the one in which one acts.
So how do you build a content marketing strategy, or more precisely a communication strategy, optimal for a Box? First of all we will have to be clear about our positioning and then design a coherence strategy between communication and service offered. It makes no sense, for example, to show naked girls who raise titanic weights and then our declared target are middle-aged women. Then we will have to create interesting content for the public, be it that of potential customers, or that of existing customers and able to arouse their interest and make them understand that it is in that Box that they will find the answer to many of their needs in terms of of physical activity.
We must also make sure that we can always be able to evaluate the success of our efforts and therefore measurable because there is no magic recipe, much is done by changing strategy and changing parts when we realize that it does not work as expected. Any successful marketing strategy is dynamic and changes based on data collected on the effectiveness of the content. In short, you need to find out what your people want and then give it to them.
Ultimately, the best marketing strategy for a Box will be the one that works. You should always try new things while you continue to do the old things that work, analyze the data often and keep up to date. Remember that the public also changes and what worked last year may not work this year. People get tired of seeing the same thing and the mix of inbound and outbound marketing will almost certainly change over time and as technology adds new features and ways of connecting with people. That being said, the most important strategy will always be: experiment, measure, repeat and try to avoid DIY “based on chance”.