If you have a business, you’re probably not the only one in it. All brands and companies have a rival, which for better or worse, is the center of comparisons (and can sometimes take a slice of the cake) so social networks can become an unconditional ally when defeating your rivals and improving your position in the market.
Pepsi and Coca-Cola, Mcdonalds and Burger King, Sony and Microsoft, Marvel and DC Comics. Practically all companies have an antithesis, an evil twin, another company they compare themselves to by the pile, and although you may think your company is small, it is likely that you also have one (or several) competitors in the market. Whether in the form of another store, a rival brand, or even a similar product (although it may not meet the same characteristics as yours) people will always have someone to compare you to. There are many social network gurus, who sell you strategies to beat those rivals. However, most of them are false and can even damage your business image. So what you can do is look at something quite simple: Affiliate Marketing.
Right now you’re probably wondering what affiliate marketing is? Which is why we’re going to answer that question simply. It is a branch of online marketing that is based on companies or websites, called affiliates, are responsible for promoting those products promoted by publishing ads for products or services, emails, Whatsapp Marketing, etc. That are not owned but rather by merchants (advertisers) where affiliates receive a share or percentage of the product advertised and sold. It is quite similar to influencer marketing with the difference that instead of doing it with individuals you do it with groups of people, giving you an image of more people prefer your product. This, in turn, goes hand in hand with inbound marketing.
Inbound Marketing: How to sell without Selling.
Inbound Marketing is when you gain the user’s attention instead of buying it. This may sound a little complicated or strange but it’s actually simple. It’s about not interrupting the human being, but attracting him.
This happens, for example, when a person:
- It follows an account on social networks because a friend recommended it to you.
- It is aware of the contents of a website because it enjoys very much the texts and videos that are published there.
- He is aware of everything a company does because he fell in love with everything it stands for (Apple or Starbucks, for example).
In this context, the brand is not close to the potential consumer, but it is the consumer who approaches the brand. In other words, you’re not going to invest money in showing your customers something they probably don’t want to see. Instead, you’ll do something incredible, amazing, that makes your customers follow you to check your products.
As an example:
Suppose you want to start a photography company for events. At first, no one knows your brand or your service. But you decide to open a blog, or a YouTube channel or an Instagram account because you like to talk about your passion, which, of course, is photography. So, for one thing, or another, every day you publish something related to the industry in which your new company is developing. In the beginning, everything you post on the blog, on the YouTube channel or on your Instagram account is only seen by your mother, grandmother, aunt, partner, and friends.
Until one day your aunt tells a friend that you are very good at photography. And that friend begins to follow you on Instagram. Over time, that friend tells his co-workers that there is someone who knows a lot about photography and that they should read his advice on capturing better portraits. Over time, you start having more traffic on your blog, more views on your YouTube channel and more followers on Instagram.
What does all this have to do with selling more?
That if you are a reference in your area is much more likely to make a sale, because you have the confidence and support of an entire industry. As you can see, inbound is about staying calm, trusting the process and accumulating followers.
It is based on building a community that tomorrow will make you ‘free advertising’ by sharing with their acquaintances everything you do. This makes a lot more sense than interrupting people with content they don’t want to see, doesn’t it?
With inbound, as time goes by, your brand and your campaign get stronger. The more profits you reap from your content marketing efforts, the less time and money you have to invest. The content you write today will help you sell tomorrow, the day after tomorrow and the day after tomorrow.
Now that I know. How do I do it?
First of all, establish a niche market. You have to know who you are addressing and how to do it. Determine your strengths or those of your business, determine in which areas you can be competitive. Determine the areas where you believe you can create opportunities or exist already for yourself or your company. Researches analyze and choose at least three apparently attractive market niches. Compare them and after the study stay with only one. Once this niche is defined, approach it by chance. Don’t try to sell, remember you don’t have to be intrusive. They’ll gradually get closer to you and then you can show your brand and product without fear of rejection.
Taking into account these two different types of Marketing you will undoubtedly be able to beat your competitors in their own game, as your customers will see you as something more than a company. They will see you as a community.