How Inbound Marketing Works?

Published on Nov 30, 2019

It is essential to do inbound marketing effectively to achieve the ultimate goals in your business. But here’s the big question:

How does inbound marketing work from start to end?

Let’s take an example. Pay attention to the most popular shoe brand in this era, Nike. Then let’s see how Inbound marketing works for Nike.

How to keep a product alive among 60 years? This is Nike’s version.

Stand out amidst the information flood

With the ‘swoosh’ logo and the slogan “Just Do It,” Nike become well-known for its athletic footwear and apparel.

Nike focuses on distributing low-cost, high-quality Japanese athletic shoes to American consumers in 1962. Nowadays, Nike Inc. sales athletic apparel, sports equipment, and subsidiary ventures.

With the ‘swoosh’ logo and the slogan “Just Do It,” Nike be famous for its athletic footwear and apparel. For commercials matter, Nike always teams up with the star athletes. Recently, Nike is trying to broaden its target to the kids or adults who are not explicitly sporting fans.

What’s the effect?

Nike became the 19th most followed Instagram account In 2016. The follower they had over 32.3M.

Let’s jump to 2019.

At the November ’19, Nike is the top 20 most-followed Instagram accounts, with 95.6m followers (a growth of 304% in under three years).

Why did Nike decide to build commercials strategies on Instagram? The stats will speak up.

Instagram, in 2019, has more than 1 billion monthly active users, and 300m+ accounts use Instagram Stories every day. With 75% of users living outside the US. Every single user spends 53 minutes a day on Instagram.

That’s the big market to dive into it.

How to Nike optimize the business using an Inbound marketing strategy? They used various strategies. Lets me show you the secret:

  • Emotive +Motive = Reactive
  • Women + Sports = Win
  • Product + Lifestyle = Brand
  • Topical Relevance
  • Visuals Native to Instagram
  • Promote other Instagram accounts

That’s the Nike did, you can adapt this technique to your business. But I suggest you take and out the strategy, don’t 100% imitate.

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Suggesting to potential customers without compulsion

It’s about how you can connect to customers and build up a compelling inbound strategy in your business.

It’s about how you can connect to your customers on a deeper level. With an excellent personalization approach, you can build up a tremendous inbound strategy in your business, too.

The best way to do that is through buyer personas.

In short, the buyer persona is a characterization of the ideal customers from market research or the data of existing contacts. Knowing your buyer persona will direct your business to specific goals.

Nike did well the buyer persona analyze.

Based on the data they have, they release the newest theme collection shoes, Spongebob-Squarepants. Nike decided to team up with one of NBA stars, Kyrie Irving, as he is also a massive fan of this everlasting cartoon.

How Inbound Marketing Works

As a result, these shoes are sold out by the beginning of September.

In this case, Nike is using personalization to get their customers. It means understanding your buyer persona needs, and it is vital in your inbound marketing strategy.

How to create a buyer persona effectively as like as Nike? Nike had three different buyer persona in general.

group buyer

The three group buyer breakdown is:

  • Women
  • Young athletes
  • Runners

Based on these insights, you need to make it clear and get information about it in detail. Here’s the example:

buyer persona example

Because of the information about who is the business target, Nike can produce attractive marketing concepts. The campaign regarding “Original YouTube series Margot vs. Lily” received over 80,000,000 views.

attractive marketing concepts

This chapter works to get customer attention. Nike did well and make the first stage of inbound marketing in-hands.

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Convert the visitor into a customer in minutes

To reach the targets needs to collaborate with various types of people as the brand influencers.

For Nike, personalization has been their primary concern, as it aims to understand the needs of their customers.

To reach their targets with relevant values, the marketers collaborate with various types of people as their brand influencers; athletes, artists, rappers, singers, and so on. Personalization is one of its strategies to attract visitors.

But what’s the next? Once have the visitor attracted. How to make a visitor or follower being a customer?

Nike provides a feature on the website where you can find in-store nearby. It automatically detects your location as you visit the web site, so you can see where the store exists.

Nike features

Nike always has a way to provide satisfied to customers. It goes to the most used social media based on the audience research they have done.

About the Nike products, Nike had a long journey to be the most prominent sports brand nowadays.

Based on The strategic analysis journal of Nike, Nike Inc., founded in 1962. Bill Bowerman and Phil Knight the people behind are.

In the early presence, Nike sales athletic apparel, sports equipment, and subsidiary ventures. The most popular product category Nike sell is running, basketball, cross-training, outdoor activities, tennis, golf, soccer, baseball, football, bicycling, volleyball, wrestling, cheerleading, aquatic activities, auto racing, and other athletic and recreational uses.

Nike product

But the game was changed.

Nike’s loyal market is currently ageing. The existing customers are not as athletic as they may have been in the past. Because of this, Nike begins to implement the Marketing Mix (4Ps/Product, Place, Promotion, Price) strategy.

What’s that?

A marketing plan with a focus on products, place, promotion, and price (the 4Ps). This tactic is a response to market trends and changes that influence local, regional, and international market demand for its products.

What’s the benefit of this strategy to close the visitor being a customer? The customers attracted to buy the Nike product more and more. And finally, Nike revenue growth significantly.

Nike revenue growth

The purpose of this stage is to provide things to trigger the buying decision customer. Do something creative so the customer will enthusiasm to take action in the “Buy” button.

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Provide happy shopping experience is a must. Increase the purchase value later.

Nike does not just listen; it reacts to solve it.

Since Nike has always done two-ways communication with its customers, the audience feels at ease in expressing their feelings towards the product.

Nike does not just listen; it reacts to solve it. That is the Nike did in 1970.

Nike early product

The image above is the early release model of Nike. These shoes designed for a group of female runners.

You need to know that the longest run distance for a woman in this Olympic Games was 1,500 meters. The design of Nike follows this regulation.

Let’s go to the next design model in the late 1980s – early 1990s. The version they present is Aerobics.

Nike product development

What’s the reason Nike made this model?

In the late 1980s, women love sport and fitness. So Nike addresses the everyday female athlete, creating a lot of women’s footwear and apparel. This kind of communication is what makes Nike improving from year to year.

What’s the impact of this improvement?

The Nike revenue increase by $10.2 billion in Q4 2019. This number growth of 4% over $9.8 billion in Q4 2018. And the full year, revenue came in at $39.1 billion in FY 2019, which was 7.5% higher on a year-on-year basis.

How about revenue come from an online store?

Nike Inc.’s online sales grew 36% year over year to surpass $1 billion. This number made Nike be a part of the Top 27 in the Internet Retailer 2018. One of the factors of this extraordinary achievement because of Nike’s website store perform.

Nike.com stats

Yap, Nike.com got 78.56M visitors, and most of them come from is the United States.

Nike.com visitors stat

And you can see at the graph, 22.59% of Nike.com visitor goes to Paypal. It means the visitor has gone to the checkout page and finished the transaction process.

Nike.com's visitor going to

You can imagine, over 18.06M site visitors being buyers. That’s the real impact of happy shopping for the business and the consumer.

With one example of the most extravagant shoes and apparel above, you know how inbound marketing works in a real-life, not a theory.

The final stage of inbound marketing is happy buying process. And you can see, Nike is the best retail business to do that.

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Summary

Every company has its own strategy to execute inbound marketing.

Every company should have its strategy to execute inbound marketing. It depends on the product they sell and the audience they approach.

To make your business has sound loader in the market, you need to combine among the product, consumer-based need, and the future of campaign media.

Fathul Mundzir

Novocall’s Digital Marketing

He has a special touch regarding the most complex of search engine marketing fit in human being behaviour. All his job is for juice and yoghurt, not coffee. Sorry :)!  Connect with him on LinkedIn.

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