What is reverse marketing and how to use it with your brand
Reverse marketing is a marketing strategy that allows customers to search for a company or product on their own. Is this possible? Yes, it's possible. Reverse marketing makes customers search for a company or product by making them change their purchasing habits. It is an activity that helps people find and choose products and companies, for example through general advertising, rather than marketing to a specific group of potential customers.
What is reverse marketing and how to use it with your brand
Every company needs to develop sales and profit, what happens if sales decrease? In times when there is an economic collapse around the world, times when people need to save and buy less, how will the company succeed in the usual traditional way of advertising?
Reverse marketing can be done in many ways – but the most effective way is to give vital information to customers without asking them to buy anything. Building value is the essential part of reverse marketing.
Instead of advertising your products and services to them, offer a solution to a familiar problem they are facing. This will get your customers used to you and your company. It builds interest and curiosity in them to come and get whatever you are selling.
Examples of reverse marketing campaigns
• Dove Natural Beauty Campaign, their competitors focused on their customers' flaws to convince them to buy their products for improvement.
• Dove focused on the natural beauty of its customers and celebrated the beauty of ordinary women – rather than advertising its products.
• Because of this campaign, Dove was able to earn about $1 billion in sales.
• In addition, another company that has successfully used reverse marketing is Aviva.
• Aviva is an insurance company, their campaign was to tell people that they are already living a happy life.
• Aviva will only make it better and beautiful, this campaign was convincing enough to make customers choose Aviva over any other insurance company.
• Before exploring reverse marketing, there are some basic principles you should understand:
1. What your customers find important.
2. Why they should come to you – Give them a reason.
3. Offer value instead of pushing sales.
The difference between reverse marketing and reverse engineering
• In our talk about what reverse marketing is and how to use it with your brand, we already know what reverse marketing is.
• What is reverse engineering? Reverse engineering is the process of discovering a product's configuration, composition, and functionality. It analyzes the system's configuration, structure, and operation to find out how it works.
• After knowing this, it is possible to iterate and create a better version of the system. This measure has been described as illegal and controversial.
• This practice is often employed by companies that want to find out their competitors' secret without having to invest in research.
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How does reverse marketing work?
• Before implementing reverse marketing, the first thing to do is to conduct an honest review of the current impression of your company.
• You must know what type of customers you want and what attracts these customers. This helps formulate the vital information your customers need.
• As mentioned earlier, there are ways to initiate reverse marketing. The second thing you should do is grab the attention of your customers. You can achieve this by creating content that is valuable to them. One of the best ways to do this is to create special content for your customers. You should be able to give them a solution to the problem they are facing.
• You can do this effectively by segmenting the market.
• Market segmentation allows you to target your audience well and give them the basic information they need. When we talk about what reverse marketing is and how to use it with branding, you do not have to advertise your company, give them vital information for free.
• After implementation, track changes to determine customer needs.
• Customer tastes change over time.
• What works for them this time may not work for them in the future.
• Constantly monitor the market to know their expectations, what drives them, etc.
• Remember, you are not advertising a product – you are advertising value.
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Advantages of reverse marketing
• Strengthen your brand: Reverse marketing helps strengthen your brand. Since you're not advertising products, the values you give people help boost your business.
• More people will find your content, and they will come. Reverse marketing helps people find the essence of your brand rather than the product. They will take the product as secondary and the value you provide as primary.
• The more important the values you offer, the more they share with their friends and family, your brand expands from there.
• Not only does it increase your reach, it also portrays you as an expert in the field, your brand becomes a reference point in the field, you become trusted as someone who knows what they are doing.
• Improve customer relationships: Customers relate to content that is valuable to them.
• Since you are advertising a value and not a product, customers find it easy to associate with it, if they get helpful hints from your content, they will come back and even refer you. You create a closer relationship with customers when you identify what they want and give them useful content.
• Friendly outlook: Reverse marketing provides a friendly approach to customers, it offers friendly advice and does not encourage customers to walk away Just as consumers (i.e., customers who buy products just for the sake of buying), it demonstrates reasons why a company cares about you more than the products you sell.
• Increase sales and productivity: Reverse marketing brings you more customers, increases your sales and your productivity level.
• A lot of profits are generated in this process. These profits can be invested back into the brand for expansion.
• Gain and retain customers: You have new and potential customers when your brand expands. Reverse marketing doesn’t just give you new customers; Makes them stay. Winning more customers is more complicated than retaining customers.
Things to do in reverse marketing
• As we talk about what reverse marketing is and how to use it with your brand, evaluate your business: Conduct an honest review of your internal and external resources. How do your customers view your products? Do your employees believe in your brand? This will help you know what works and what can be improved.
• Know your target audience: It will be difficult to serve them well if you do not know your target audience well.
• People in different age groups face different challenges, it is necessary to approach each age group in a way that affects them.
• Build Contents: The idea of reverse marketing is to be less pushy, invest in your content, you may have to hire content writers.
• Stay in touch: When customers visit your website or blog, you can use these methods to collect their data (address, phone numbers, emails).
• You can sometimes send them emails about the ongoing product promotion of your brand.
At the end of our article about what is reverse marketing and how to use it with your brand, reverse marketing has been tried by many companies in the world today and has achieved success, and you are now aware of many of its benefits, try it now.
Other references: https://en.wikipedia.org/wiki/Reverse_marketing
