Inbound marketing trends in goiânia: what i saw (and believe) at rd on the road.
Posted: Tue Dec 24, 2024 9:00 am
One fact that the market is already tired of knowing is that digital marketing is changing all the time.
There are new formats, digital languages, content styles, technology. In short, thousands of ways to generate sales through the internet.
I believe it is extremely important to keep track of everything that is happening, but it is crucial to know how to filter and extract what can generate results within our scenario .
With this in mind, like any curious professional who believes in Inbound Marketing in Goiânia , I attended the Goiânia edition of RD on the Road , which took place at the Mercure Hotel on June 15, 2016.
For those who are not familiar, the event is organized by Resultados student database Digitais and its partners, with the aim of sharing knowledge and successful experiences about what Digital Marketing is becoming: a true sales machine.
The event featured big names in the digital market, such as André Siqueira, Vitor Peçanha, Alberto André, Rafael Damasceno and many others. On the other hand, the part that caught my attention the most at the event was the exchange of experiences and ideas with the people I had the pleasure of meeting there.
I met digital marketing professionals who were there with the same goal as me, CEOs of large companies who were there to find out what Inbound Marketing is, owners of small and medium-sized businesses who already believe in Inbound Marketing and want to know more, and even micro-entrepreneurs looking for knowledge to launch their products in the Goiânia market. For those who don't know, the event was sold out.
This contact was the turning point that made me look at the event through the lens of the Goiânia market.
Inbound Marketing Trends in Goiânia
With that in mind, I have gathered the main Inbound Marketing trends that can work for companies in Goiânia:
The consumer will search a thousand times on Google before speaking to your salesperson (this is especially true for real estate agencies).
There's no point. 60% of the purchasing decision has already been made when the customer has their first contact with the salesperson , and that's why having an Inbound Marketing strategy with content for all phases of the user's purchase is so important. Thinking about the user's purchasing journey means knowing the moment in which they discover something, then recognize that they have a problem, consider a solution and then evaluate buying a product to solve that problem (I'll write a post just about that). This way, the sales team is only responsible for 40% of the work, which means that the rest of the investment needs to be in marketing. To put this into context, imagine a real estate agency that wants to sell an apartment in Jardim Goiás. Of course, there are people who want to buy specifically in that location, but this represents only 3% of the public, according to theorist Chet Holmes . In this sense, to attract people who are only thinking about moving apartments one day, we can start by offering financial planning tips, so that they can later consider buying, where we can offer some statistics that prove that Jardim Goiás is the ideal location and then BOOM. We sold an apartment.
Inbound Marketing depends on the product sales cycle.
The ideal time for an Inbound Marketing strategy to start generating sales is 45 days . Therefore, for a good part of the market in Goiânia, I am referring here mainly to retail, the strategy may not work so well. So this type of company cannot generate results through the internet? Of course it can! That is why Content Marketing exists, which is a particle of Inbound, but a little different , as it does not allow as much measurement as an Inbound strategy.
Never confuse content production and Inbound Marketing with a campaign.
“The word campaign has nothing to do with content.” This was a phrase from Rock Content co-founder Vitor Peçanha that stuck in my head for a long time. And it’s true. A campaign is something specific, with a beginning, middle and end. A strategy focused on content, on the other hand, never ends; it is continuous and constantly generates results . Remember that one format is not better than another. It always depends on the objective and problem that the business is facing.
Content is about solving problems. Period. (This tip is great for agencies)
The marketing culture in Goiânia is very concerned with appearance. This is not a problem, as long as the results are wonderful campaigns that immortalize regional brands ( this campaign is one of my favorites). However, when we talk about producing content to generate real sales, the focus is different. We need to think about what the potential client's problem is, because the solution will generate the sale of the product, this is very clear in an Inbound Marketing strategy . Therefore, when you need to think about content, worry about generating results, not about appearing beautiful and poetic.
There is no content without a persona. (This also applies to agencies)
Communication agencies are used to working with target audiences, which is something quite different from personas . To produce content, you need to know much more than just the demographic data of people who might buy the product, since the content must help them solve a problem. And there is no persona without market intelligence , so always ask questions and do a lot of research to avoid mistakes.
The market is hot, and very hot.
Since 2015, the crisis has been the main topic of discussion. Many companies, professionals, agencies, consultants, etc. think that this is a barrier to trying new strategies. As Einstein once said, “Insanity is doing the same thing over and over again and expecting different results.” And this statement has never been more accurate. A Hubspot survey showed that Inbound Marketing is already used by 33% of companies in Brazil . When I cross-reference this data with what I saw at the event, I conclude that this is the perfect time for Inbound Marketing to invade the Goiânia market and achieve record-breaking results.
Marketing and Sales now work together.
Some lectures showed how marketing automation mechanisms can allow the marketing and sales teams to work together to generate results. This is a clear response to consumer behavior , which already speaks to the salesperson with a formed purchasing opinion, since the marketing team can deliver, through Inbound Marketing, a real potential customer. Tools such as RD Station and Lead Lovers are perfect for this, as they can automate the entire marketing process, leading the user to the moment of contact with the salesperson.
Companies can do Inbound Marketing alone.
It's great to have an outsourced team that specializes in the subject to take care of this, and the use of freelancers and agencies is increasing. On the other hand, in the same HubSpot survey from 2016, we see that content is still largely produced by the company itself. This works very well, since it is the company's members who know the audience best, are able to have more information to define the persona, capture internal knowledge and transform this into content that generates sales . To help, we have a range of automation tools, simple design software , companies like Rock Content that produce content based on persona and purchase journey information, and a series of professionals specialized in planning and monitoring any Inbound Marketing strategy.
There are new formats, digital languages, content styles, technology. In short, thousands of ways to generate sales through the internet.
I believe it is extremely important to keep track of everything that is happening, but it is crucial to know how to filter and extract what can generate results within our scenario .
With this in mind, like any curious professional who believes in Inbound Marketing in Goiânia , I attended the Goiânia edition of RD on the Road , which took place at the Mercure Hotel on June 15, 2016.
For those who are not familiar, the event is organized by Resultados student database Digitais and its partners, with the aim of sharing knowledge and successful experiences about what Digital Marketing is becoming: a true sales machine.
The event featured big names in the digital market, such as André Siqueira, Vitor Peçanha, Alberto André, Rafael Damasceno and many others. On the other hand, the part that caught my attention the most at the event was the exchange of experiences and ideas with the people I had the pleasure of meeting there.
I met digital marketing professionals who were there with the same goal as me, CEOs of large companies who were there to find out what Inbound Marketing is, owners of small and medium-sized businesses who already believe in Inbound Marketing and want to know more, and even micro-entrepreneurs looking for knowledge to launch their products in the Goiânia market. For those who don't know, the event was sold out.
This contact was the turning point that made me look at the event through the lens of the Goiânia market.
Inbound Marketing Trends in Goiânia
With that in mind, I have gathered the main Inbound Marketing trends that can work for companies in Goiânia:
The consumer will search a thousand times on Google before speaking to your salesperson (this is especially true for real estate agencies).
There's no point. 60% of the purchasing decision has already been made when the customer has their first contact with the salesperson , and that's why having an Inbound Marketing strategy with content for all phases of the user's purchase is so important. Thinking about the user's purchasing journey means knowing the moment in which they discover something, then recognize that they have a problem, consider a solution and then evaluate buying a product to solve that problem (I'll write a post just about that). This way, the sales team is only responsible for 40% of the work, which means that the rest of the investment needs to be in marketing. To put this into context, imagine a real estate agency that wants to sell an apartment in Jardim Goiás. Of course, there are people who want to buy specifically in that location, but this represents only 3% of the public, according to theorist Chet Holmes . In this sense, to attract people who are only thinking about moving apartments one day, we can start by offering financial planning tips, so that they can later consider buying, where we can offer some statistics that prove that Jardim Goiás is the ideal location and then BOOM. We sold an apartment.
Inbound Marketing depends on the product sales cycle.
The ideal time for an Inbound Marketing strategy to start generating sales is 45 days . Therefore, for a good part of the market in Goiânia, I am referring here mainly to retail, the strategy may not work so well. So this type of company cannot generate results through the internet? Of course it can! That is why Content Marketing exists, which is a particle of Inbound, but a little different , as it does not allow as much measurement as an Inbound strategy.
Never confuse content production and Inbound Marketing with a campaign.
“The word campaign has nothing to do with content.” This was a phrase from Rock Content co-founder Vitor Peçanha that stuck in my head for a long time. And it’s true. A campaign is something specific, with a beginning, middle and end. A strategy focused on content, on the other hand, never ends; it is continuous and constantly generates results . Remember that one format is not better than another. It always depends on the objective and problem that the business is facing.
Content is about solving problems. Period. (This tip is great for agencies)
The marketing culture in Goiânia is very concerned with appearance. This is not a problem, as long as the results are wonderful campaigns that immortalize regional brands ( this campaign is one of my favorites). However, when we talk about producing content to generate real sales, the focus is different. We need to think about what the potential client's problem is, because the solution will generate the sale of the product, this is very clear in an Inbound Marketing strategy . Therefore, when you need to think about content, worry about generating results, not about appearing beautiful and poetic.
There is no content without a persona. (This also applies to agencies)
Communication agencies are used to working with target audiences, which is something quite different from personas . To produce content, you need to know much more than just the demographic data of people who might buy the product, since the content must help them solve a problem. And there is no persona without market intelligence , so always ask questions and do a lot of research to avoid mistakes.
The market is hot, and very hot.
Since 2015, the crisis has been the main topic of discussion. Many companies, professionals, agencies, consultants, etc. think that this is a barrier to trying new strategies. As Einstein once said, “Insanity is doing the same thing over and over again and expecting different results.” And this statement has never been more accurate. A Hubspot survey showed that Inbound Marketing is already used by 33% of companies in Brazil . When I cross-reference this data with what I saw at the event, I conclude that this is the perfect time for Inbound Marketing to invade the Goiânia market and achieve record-breaking results.
Marketing and Sales now work together.
Some lectures showed how marketing automation mechanisms can allow the marketing and sales teams to work together to generate results. This is a clear response to consumer behavior , which already speaks to the salesperson with a formed purchasing opinion, since the marketing team can deliver, through Inbound Marketing, a real potential customer. Tools such as RD Station and Lead Lovers are perfect for this, as they can automate the entire marketing process, leading the user to the moment of contact with the salesperson.
Companies can do Inbound Marketing alone.
It's great to have an outsourced team that specializes in the subject to take care of this, and the use of freelancers and agencies is increasing. On the other hand, in the same HubSpot survey from 2016, we see that content is still largely produced by the company itself. This works very well, since it is the company's members who know the audience best, are able to have more information to define the persona, capture internal knowledge and transform this into content that generates sales . To help, we have a range of automation tools, simple design software , companies like Rock Content that produce content based on persona and purchase journey information, and a series of professionals specialized in planning and monitoring any Inbound Marketing strategy.