The threat of a global economic crisis is still lurking, slowing down the market and making companies need to find ways to protect their income from imminent price increases and budget cuts. For companies that are not affected by this instability (technological, medical, financial sector, etc.), short-term actions are not yet necessary, although they should not be careless; It’s time to start thinking about the long term.
In this context, inbound marketing is the best ally to benefit existing customers and anticipate the future needs of potential customers. As? By creating valuable content and personalized experiences based on your specific needs.
In this article, we explain why you should bet on inbound marketing even if your company resists economic instability. We tell you how companies in the main crisis-proof sectors are taking advantage of it: technology, the medical and financial sector, retail, and education.
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How Can Inbound Marketing Help Businesses Resilient To Turmoil?
If your company belongs to a “crisis-proof” sector, you may wonder why you should bet on marketing if users demand your services even when they have financial difficulties.
However, now is the best time to update your marketing strategy to find new ways to attract new customers, retain existing ones, and anticipate the needs of your potential customers.
Inbound marketing is a methodology that attracts customers with valuable content and experiences tailored to them. It allows you to connect with them through the following:
- Attraction: Attract the right people with valuable content.
- Commitment: Present ideas and solutions that address your pain points and goals.
- Seduction: Provides continuous support throughout the process.
By applying inbound marketing strategies in your company, you will achieve the following:
- Cost reduction.
- Greater trust and credibility.
- Traffic and quality leads.
- Opportunities to learn.
How do you implement crisis-proof inbound marketing in your company? Here are some examples of how companies from different sectors have applied it.
Technology Companies: Driving Growth and Providing Lifetime Value To The Customer
The main challenge faced by technology companies is the lack of knowledge on the part of users. Many people who use them only take advantage of specific features or need to combine the platform with other similar ones to get the most out of it.
That is why the main challenge for technology companies is to become a unique solution that allows them to provide lifetime value to their customers. In this context, inbound marketing is essential to collect data that lets us know where and how users use the platform. With this information, you will be able to :
- Integrate the data with a platform like Hubspot.
- Generate reports.
- Create lead nurturing campaigns focused on the most frequently used functionalities.
Medical sector: Betting on digitization
Even before COVID-19 hit in the spring of 2020, the healthcare industry faced a digitization problem. The digital native population is expected to be marketed through digital media (for example, being able to book an appointment regardless of whether the consultation is open or not).
On the other hand, older users have also started looking for information about their healthcare online.
For this reason, an important part of digitizing companies in the medical sector is creating content based on localized SEO (blog articles, electronic books, and infographics).
Financial sector: Prioritizing the use of platforms
Younger generations, like millennials and Generation Z, want more financial education and online trading options.
Fintech companies need to understand their buyer demographics and psychographics to create more brand awareness and educational content through blog articles, eBooks, and influencer marketing.
Retail: Creating memorable experiences
Shoppers still crave the experiences, sense of community, support, and convenience of in-person shopping. Physical stores will succeed if they provide online and in-store experiences, serving their customers’ needs in both places.
Retail companies must understand their audience, discover what they value, and market them appropriately through online sales or content that illustrates the in-person experience.
Education: Providing more digital alternatives
Universities and colleges are reassessing their value proposition, experience provided, and delivery channels to ensure all potential markets are reached, and student needs are met.
Much like the shift to remote work in the corporate world, some students prefer a digital learning experience (though not all), opening up new opportunities for universities and students.
Inbound marketing, a commitment to the future
It is not possible to know what changes the future will bring. So even if your industry is crisis-proof (at least for now), implementing inbound marketing will help you :
- Understand your customers, their values , and their needs.
- Adapt to the changing needs of future generations.
- Identify new channels in which to promote your services.