Using Reverse Marketing in your business is the best way to make your customer unaccustomed.
And when I say badly used it is in a good way.
This means making the buyer so enchanted by your brand that it is he who literally goes after what you have to sell.
Only that kind of result doesn’t happen out of nowhere, you need to use the right strategies if you want to get there.
You need to guarantee an incredible experience, from the first moment, for those who get in touch with your company.
Why is this excellence that will make the person unaccustomed and will encourage them to seek you out again?
To find out how you can attract customers using reverse marketing, you just need to stay with me until the end of this article because I’m going to show you:
- What is reverse marketing;
- What is the difference between anti-advertising and reverse engineering;
- How reverse marketing works;
- Main benefits;
- Campaign examples; and
- 6 Tips for using reverse marketing in your business.
What is reverse marketing?
Reverse marketing is the set of strategies that aims to attract the consumer to your business.
Also known as reverse advertising, the idea of this concept is not to chase the customer, but to arouse his interest in what you sell more naturally.
Without trying to force a sale.
Instead, you present the solution to a particular problem or a way for your target audience to come closer to making a dream come true.
The great thing is to be subtle and demonstrate the benefits of your product or service, as well as to sharpen curiosity and desire.
Thus, you allow people to discover on their own that they need what you have to offer.
Although the purpose of this article is to show you how your business can attract buyers using the right tactics.
It is worth remembering that reverse marketing is also used in B2B markets, which stands for business to business. That means companies that sell to companies.
In that case, your company as a buyer can take the initiative to look for a supplier capable of meeting your needs.
This can help you lower costs or find a partnership to develop a tailored product or service.
In addition to knowing what reverse marketing is, it is also important that you understand how it is different from other strategies.
What is the difference between reverse marketing and anti-advertising?
To properly apply reverse marketing to your business, you first need to know what separates this strategy from anti-advertising.
While this marketing uses a different approach to highlight the benefits and advantages of what you sell to the consumer.
Anti-advertising highlights the harms or defects of a product or service through a campaign or advertisement.
The idea is to discourage the purchase or consumption of a specific item. One of the most famous examples is tobacco.
Every year, both in Brazil and around the world, thousands of awareness advertisements are broadcast in the most diverse media.
Like this commercial made by the World Health Organization in 2018.
The goal is to decrease cigarette consumption by showing how harmful and risky it can be.
But anti-advertising is not the only strategy that you need to be able to distinguish.
What differentiates reverse marketing and reverse engineering?
Now that you have seen why reverse marketing and anti-advertising are not the same, it is worth mentioning what are the differences between it and reverse engineering.
As I told you before, the purpose of this type of marketing is to make the customer look for your business through the application of attraction strategies.
Already the reverse engineering is a process to find out the composition and functioning of a product or system.
It works like this: You analyze the structure and operation of a device to see what it is made of and how it works.
With the data in hand, it is possible not only to replicate the product but to develop a new and improved version of it.
This is a common practice among companies that want to discover the secrets of the competition without having to invest a lot in research.
Although, in most cases, this action is not considered illegal, there are controversial opinions from an ethical point of view.
Now that you can distinguish reverse marketing from other strategies, it’s time to find out how it operates.
How does reverse marketing work?
To put reverse marketing into practice, you need to get your customer’s attention to have a chance to develop a relationship with them.
One of the most efficient ways to achieve this goal is to create content specially designed for your audience.
The most important thing is that the subjects you address are able to ease the pain or help your persona (a kind of ideal client) achieve a goal.
Thus, little by little you increase the awareness of these people about the advantages of what you sell and awakens a feeling of reciprocity.
This means that the person feels grateful for what he received and willing to give back.
Which increases the chances of her consuming what you produce again and, when the right time comes, buying your product or service.
Main benefits of reverse marketing
Once you know how to reverse marketing works, it’s time for you to know the advantages it can offer for your business.
1. Strengthen your brand
When you develop strategies that are able to attract audiences correctly, one of the effects generated is increasing the reach of your brand.
That is, more people will have the opportunity to find the content you produce on subjects that interest them.
Either because you are going to place your productions where they can be found, or because people can share something that was useful to them with friends and family.
In addition to increasing the chances of your business being discovered by more potential customers, you also become recognized as an expert.
Someone who is a reference in your niche market, reliable and who really knows what he is talking about.
So this is an efficient way to strengthen your brand.
2. Improves customer relationship
When applying referral marketing, your company is no longer seen as a business whose purpose is only to sell.
When you offer valuable content that really helps people, your business is recognized as useful and important.
Thus, you create a closer relationship with the consumer, who is able to realize that you are in fact trying to help him solve a problem.
This promotes improvement in the relationship that your business has with customers, which contributes to retaining the buyer, increasing lifetime value and average ticket.
3. Is more friendly
Since the purpose of reverse marketing is not to force a sale at any cost but to help the potential customer, there is also the benefit of being less invasive.
Since the consumer does not feel pressured as it tends to happen in traditional ads.
On the contrary, investing in the right actions is possible that your business is part of a person’s routine in a more spontaneous and natural way.
This increases the likelihood that your business will be chosen when it makes a purchase.
To give you a more realistic idea of how this works in practice, now I will show you examples of companies that use reverse marketing.
Examples of reverse marketing campaigns
It is not always easy to imagine how a strategy works, so I have separated 3 examples of companies that bet on reverse marketing campaigns.
Dove has been trying to innovate for some time now and has released videos that appeal to the viewer’s emotion.
In the “portraits of real beauty” campaign, for example, the company shows women who describe themselves for a sketch.
Then, the specialist creates an image of the same woman, from the perception of someone close to her, after which the two drawings are compared.
The idea is to show that most women cannot see their own beauty and improve their self-esteem, not selling a specific product.
To reinforce the connection with the Brazilian population, Nike created a video that shows Brazilians playing football in various contexts.
Where the main message is not to encourage a purchase, but the phrase “dare to be Brazilian”.
Produced by Walmart Canada, the film shows the daily challenges faced by mothers, rather than an aggressive approach to showing what is sold in the store or announcing a promotion.
The focus is on the consumer experience.
The brand appears only in the final moments when the mother goes shopping for her daughter’s birthday party.
6 tips for using reverse marketing in your business
After getting to know companies that use reverse marketing as a strategy, it is time to see how it can be put into practice.
Now is the time for you to check out 5 tips to attract more and more customers.
1. Evaluate your business
Before getting your hands dirty, you need to know what kind of terrain you are on.
So, do a wide internal evaluation and external research to find out how your company, product or service is perceived by the public.
This way, you know what is working and what can be improved. There is no point in attracting a lot of potential customers if they don’t find what they need.
It is also very important to know the pains and dreams of your target audience in order to establish efficient communication.
And as with any digital marketing strategy, you need to set goals and objectives to evaluate your results in a practical way.
This is also a great opportunity to adjust your brand’s positioning to the values you want to convey.
If you want to know more about this subject, check out the article on brand positioning: how to make yours the center of attention for the public, which I did here for the KP blog.
2. Know your target audience well
Then, it’s time to get to know your target audience in-depth, that is, those consumers you want to impact.
Thus, you can optimize your strategy to meet your desires and demands, in addition to offering solutions to the problems faced by it.
To be successful, it is necessary that your product or service provides value and satisfaction to the buyer.
If you want to go deeper into the subject, check out the article target audience: what it is, types, how to define your audience and examples, written by Hugo.
3. Ask for permission to contact
As the idea of reverse marketing is to be as less invasive as possible, it is essential that being in contact with your business is a customer choice.
So, ask for permission to register him in your email list and facilitate the exit, if that is his wish.
In addition to making more subtle ads, you can also create “skippable” advertising on YouTube, for example.
4. Invest in content
If you have been following the KP blog for some time, you may have noticed that we always talk about the importance of producing good content.
That’s because this is one of the most efficient ways to attract an audience interested in what you have to offer.
The fact is that if you publish the right types of content, at the right frequency, you can at the same time expand your audience and deepen your relationship with them.
I’m talking about root content and Nutella content. If you still don’t know these terms, calm down that I explain.
Root content is dense content, over 30 minutes and therefore even more difficult to consume, which helps you to increase your authority.
The Nutella content, on the other hand, is shorter, attractive to an audience that still doesn’t know you as well and easier to digest, that is, easier to be understood.
In addition, Nutella must be an excerpt from one of its root contents, this lends more credibility to the content and leaves the person with a taste for more.
The big catch is that when your audience needs a more nutritious meal, which means more complete information, it will resort to its root content.
Ideally, you should publish at least two roots and seven nutellas a week.
So you constantly attract new audiences and maintain daily contact with your audience.
5. Have an SEO strategy
If you are not already familiar with that term, SEO stands for Search Engine Optimization or search engine optimization.
The main objective is to appear on the first page of search engines, such as Google, for example.
This way you can attract organic traffic to your website or blog and increase your number of potential customers.
So, I have separated 3 articles that can be useful when putting your SEO strategy into action:
- The 12 main SEO techniques you need to know if you want to multiply your page numbers ;
- What is SEO and how will it increase the number of visits to your website ;
- What is SEO? How can I use it to improve the performance of my page?
6. Have a landing page
A landing page is a type of page focused on conversion and the most efficient way to capture leads on the internet.
Leads are potential customers who have given you a form of contact, such as email, in exchange for a high-value reward such as an ebook, whitepaper or webinar.
From there, you can build a relationship with these people so that, in the future, they become effective customers.
Now, if you don’t know how to create a high-performance landing page, Klickpages is your best ally.
With Blogger Cage, you can create your pages in just 3 simple steps:
- Choose your model: discover high conversion options proven by tests.
- Have fun customizing your page: edit texts, colors and images, in addition to hiding the elements you don’t want.
- Publish: with everything ready, just publish on your own domain, without additional hosting costs.
See how easy it is ?!
In this article, I showed you that reverse marketing is the best way to make your customer unaccustomed.
In other words, so enchanted by his brand that he is the one who runs after his business. That’s because you saw what it is and how to reverse marketing works.
I also showed you what differentiates this type of marketing from anti-advertising and reverse engineering.
You also checked what are the advantages it can bring to your business, such as strengthening your brand.
I also presented 3 examples of reverse marketing, such as the “portraits of real beauty” campaign made by Dove.
In addition to 6 tips to put into practice in your business, such as investing in high-value content.
Do you already use reverse marketing in your business?
Tell me what you think of the article in the comments! 😉