Traditionally and commonly, the marketing strategies used by companies aim to attract consumer attention in the most varied ways to ensure that these potential customers acquire the solution offered. However, in recent years, this type of behaviour has started to bother and displease people, consequently less aggressive and more creative strategies have been developed, one of which is reverse marketing.
Throughout this content, you will learn what reverse marketing is, how it works and what benefits a company has when using this strategy. Good reading!
What is Reverse Marketing
You may have already wondered how good it would be if, instead of chasing your customers they came to you, right !? Basically, reverse marketing is, a strategy that makes your customers look for your products and services and not you, the entrepreneur, look for them.
In general, reverse marketing works on forming consumer opinions through ideas that show them that your product/service is necessary and the most appropriate to meet their needs and expectations. It is a way of showing the customer that who can really help you is your company.
It is a less aggressive and non-invasive approach, a creative way to build a relationship and win the trust of the client in an empirical and organic way, little by little and over a determined period.
A good example of reverse marketing, which serves as a reference for the success of this strategy, are the campaigns of the cosmetics brand Dove, which completely escape the advertising format of their segment (using beautiful and exuberant models in situations that do not match reality) of the target audience) because they use and dress their models with the appearance of “ordinary” women using their cosmetics in the daily routines of work, chores and rest.
It is like reverse psychology, which says that women do not need cosmetics to be beautiful and thus, they end up looking for the product.
In this way, in addition to being able to make its target audience look for it, Dove is able to convey how beautiful these “normal” women are already because they are close to the reality that is transmitted in the advertisements in addition to showing the interest and support of the brand with the image of women in their daily lives. A discreet, passive and assertive way to attract the public to your products.
It is also important to know that reverse marketing is not an exclusive strategy for companies that offer their products and services directly to people (B2C), it is widely used and extremely assertive in the B2B market (Companies that sell to Companies). In some cases, they can result in very interesting partnerships for both parties or even in the development of products/services for specific and specific demands.
How Reverse Marketing Works
Instead of “pushing” your product with pamphlets, banners, billboards, digital advertisements (those that pop up on your cell phone screen, on the websites you are browsing and even in the middle of your social network's news feed) and many other strategies aggressive marketing, the company uses tools and techniques to create interest in its target audience and discreetly convince them that its solution is the best option.
To put this strategy into practice, it is necessary to thoroughly analyze the behaviour of your target audience to understand their interests, then map these subjects and create content (blog posts, infographics, podcasts, streams, videos, stories) that involve and arouse the attention of your future customers so that they reach you, confident of their expertise in the segment, knowing your company, its behaviour, its values, and knowing how your product is the ideal solution for their needs.
Then, after gaining the public's attention, you can produce deeper and more complete content, such as an e-book or a video lesson, in exchange for some form of contact (email, a social network profile, phone, etc.) and registration information. for future interactions. All according to the permission and willingness to approach customers.
The benefits of reverse marketing
There are 3 main benefits when using the reverse marketing strategy, check out:
Improves or builds a new image for the brand
By acting in a passive manner, according to the will and providing content that adds value to the daily life of the target audience, the image of the company is strengthened and the chances of winning consumer loyalty increases.
Strengthens the relationship with the target audience
By not using coercive strategies in the campaigns, the ones that interrupt what you are doing (a video, an online reading, a TV program) and instead relevant content are used that add value to the life of the target audience, it is created a more intimate relationship with the consumer, which identifies that you are not trying to push a product, but solving a problem.
Highlight among the competition
With reverse marketing, you will be acting contrary to the traditional advertising strategies, used by many companies and which are more than saturated. This is because the attention of its customers is won by offering valuable information, which solves day-to-day difficulties, resolves doubts or works as simple entertainment for them.
Ready! Now, you know what reverse marketing is, how it works and its 3 main benefits. If you want to learn more about trends, strategies and business management tools, keep browsing the blog. To get your questions answered, get in touch and find out how we can help you.
