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Inbound Commerce: how to use Inbound Marketing for ecommerce

Inbound Commerce consists of using Inbound Marketing strategies, such as content production, to make an online store sell more

Inbound Commerce consists of applying Inbound Marketing to e-commerce. The idea is to use typical conversion marketing strategies, such as producing relevant content, to attract and convert customers, increasing sales.

You, who are looking to use the internet to sell more, have certainly heard of Inbound Marketing, right? What you might not know is that this methodology, which consists of a set of strategies to attract and convert customers using relevant content, can also be applied to online stores.

This adaptation of the methodology has been called Inbound Commerce. In this article, you will learn what it is and how to apply Inbound Marketing to your e-commerce to increase your sales. Check out!

What is Inbound Commerce?

Before understanding what Inbound Commerce is, let’s remember the definition of Inbound Marketing. Inbound Marketing, or attraction marketing, consists of a series of strategies that, together, aim to attract and convert customers.

For this, a widely used tactic is the production of relevant content, which should attract consumers, without the company having to actively pursue them. This content is distributed across multiple channels — it can appear on Google, on social networks, on your website. Thus, consumers find your business and are interested in it.

When all this is applied to a virtual store, then we have Inbound Commerce.

Understanding the shopping journey

When we talk about Inbound Commerce, an important concept to keep in mind is the purchase journey, the path that a customer takes before closing a deal.

The buying journey has 4 steps:

  • learning and discovery
  • problem recognition
  • Solution consideration
  • Buying decision

Let’s think of a practical example. Imagine that your smartphone has battery problems. You search Google and find, on a blog, some tips to optimize its operation and improve its lifespan.

At this point ( learning and discovery ), you are not thinking about buying a new device but looking for a solution. Based on this doubt, another post on the same blog catches your attention when it talks about the features that a smartphone needs to maintain the battery and also provides better use of the main applications. Now you have recognized a problem.

From this idea, you think about buying a new device and start the search for comparisons and differentials to find the ideal product ( considering the solution ).

At that moment, you have already chosen the best one for your needs and started the price research, that is, the moment of the purchase decision. In e-commerce, the value, discount, shipping and even payment terms are decisive to differentiate your online store.

Is it easier to understand this scenario? You need to nurture learning consumers by identifying the problem and considering solutions before focusing only on the final step in the process. That’s because most of them may not yet be ready to put the products in the cart.

What is an e-commerce sales funnel like?

With the buying journey in mind, you also need to talk about the sales funnel. The steps in the funnel are related to the purchase journey.

The sales funnel is a strategic model that shows each step taken by the consumer, until making the purchase. This process consists of accompanying the customer from the moment he learns of a solution sold by your company until the closing of the deal.

At each stage of the funnel, you need to think of strategies aimed at potential customers who are at that point in the journey.

The sales funnel has 3 layers:

  • Top of the funnel: This is the part of the funnel where the potential customer is not aware of a particular need or problem they have, so they are not looking for any specific product or service. Therefore, it cannot be considered as a “customer” yet. At this stage, it is important to make the visitor discover a need and take an interest in your company to move towards the middle of the funnel.
  • Middle of the funnel: this is where the future customer has already discovered that they have a demand or problem and is looking for a solution. He intends to buy a product or service, but is still unsure whether or not to hire it. At this time, he researches more about the solution that companies offer and decides whether or not to purchase your product or service. When you make the decision, you move to the next step: the bottom of the funnel.
  • Bottom of the funnel: This is the phase of evaluating your product or service. The future customer makes comparisons with other companies and chooses the best alternative. Then complete the entire process, making the purchase.

Keeping the funnel concept in mind and implementing it within an Inbound Commerce process is what results in increased results. Once you understand what the user is looking for, what their pains are, at what moment they are interested in your company, you will have ways to convince them to buy.

Understanding the shopping journey

When we talk about Inbound Commerce, an important concept to keep in mind is the purchase journey, the path that a customer takes before closing a deal.

The buying journey has 4 steps:

  • learning and discovery
  • problem recognition
  • Solution consideration
  • Buying decision

Let’s think of a practical example. Imagine that your smartphone has battery problems. You search Google and find, on a blog, some tips to optimize its operation and improve its lifespan.

At this point ( learning and discovery ), you are not thinking about buying a new device but looking for a solution. Based on this doubt, another post on the same blog catches your attention when it talks about the features that a smartphone needs to maintain the battery and also provides better use of the main applications. Now you have recognized a problem.

From this idea, you think about buying a new device and start the search for comparisons and differentials to find the ideal product ( considering the solution ).

At that moment, you have already chosen the best one for your needs and started the price research, that is, the moment of the purchase decision. In e-commerce, the value, discount, shipping and even payment terms are decisive to differentiate your online store.

Is it easier to understand this scenario? You need to nurture learning consumers by identifying the problem and considering solutions before focusing only on the final step in the process. That’s because most of them may not yet be ready to put the products in the cart.

What is an e-commerce sales funnel like?

With the buying journey in mind, you also need to talk about the sales funnel. The steps in the funnel are related to the purchase journey.

The sales funnel is a strategic model that shows each step taken by the consumer, until making the purchase. This process consists of accompanying the customer from the moment he learns of a solution sold by your company until the closing of the deal.

At each stage of the funnel, you need to think of strategies aimed at potential customers who are at that point in the journey.

The sales funnel has 3 layers:

  • Top of the funnel: This is the part of the funnel where the potential customer is not aware of a particular need or problem they have, so they are not looking for any specific product or service. Therefore, it cannot be considered as a “customer” yet. At this stage, it is important to make the visitor discover a need and take an interest in your company to move towards the middle of the funnel.
  • Middle of the funnel: this is where the future customer has already discovered that they have a demand or problem and is looking for a solution. He intends to buy a product or service, but is still unsure whether or not to hire it. At this time, he researches more about the solution that companies offer and decides whether or not to purchase your product or service. When you make the decision, you move to the next step: the bottom of the funnel.
  • Bottom of the funnel: This is the phase of evaluating your product or service. The future customer makes comparisons with other companies and chooses the best alternative. Then complete the entire process, making the purchase.

Keeping the funnel concept in mind and implementing it within an Inbound Commerce process is what results in increased results. Once you understand what the user is looking for, what their pains are, at what moment they are interested in your company, you will have ways to convince them to buy.