In e-commerce, Inbound Commerce is the name given to the strategy of attracting an audience through content. In fact, the name comes from Inbound Marketing , also called Entry Marketing or Attraction Marketing.
Anyway, this is a good strategy for entrepreneurs who are thinking about creating an audience before launching any type of product on the market. If you are one of these entrepreneurs, I recommend reading the book “Conteúdo SA”, by Joe Pulizzi.
Book Summary “Conteúdo SA”: Starting to create your Inbound Commerce
The aforementioned book “Conteúdo SA” can be used to create various types of companies, including online retail, through Content Marketing, Inbound Marketing and Inbound Commerce.
Before discussing the book, however, I will briefly introduce its author. Joe Pulizzi is an American entrepreneur and speaker. He is the founder of the Content Marketing Institute (CMI), one of the largest companies in the field worldwide.
His book, “Conteúdo SA” reveals how to use content to create huge audiences and, later, successful companies. The printed edition I have in my hands has 332 pages in 16x23cm format. The publisher is DVS.
In 8 parts and 24 chapters, Pulizzi writes that the creation of a company through Content must obey 6 steps, they are:
• The sweet spot:
Pulizzi explains that the entrepreneur must start by choosing a subject over which he has mastery. From there, he will need to create the first content in texts, videos, photos, audios, etc. With that, he will get the first visitors and/or viewers.
• Content adjustment:
Subsequently, the author of the book proposes that the focus of the content be adjusted. That is, it will be necessary to find an area within the chosen subject that has little or no competition. In this way, the entrepreneur will be able to tell stories that no one is telling.
• The construction of the base:
Here the author tells us how to choose the ideal content platform. Plus, it shows you how to create a calendar and content team, as well as repurpose content. Above all, it reveals how to choose the platform that will be the basis of your entire strategy.
• Cultivation of the public:
At this point, Pulizzi teaches you how to convert sporadic readers into subscribers to your content. That is, it gives tips to convert simple readers/viewers into official fans on specific social media pages. Finally, he addresses the issue of Email Marketing.
• Diversification:
Then the author explains that after getting a loyal and growing audience, the entrepreneur will need to diversify. That is, the content should be extended to other platforms such as books, e-books, lectures, magazines, podcasts, etc.
• Monetization:
After applying the bulk of the Inbound Commerce strategy, the entrepreneur must monetize. That's what Pulizzi writes about in this part of his book. Here he demonstrates how you can build a revenue model to ultimately make money.
- Read too: "What is content freshness?"
Developing a virtual store via Inbound Commerce
Right after developing your Inbound Commerce strategy using an e-commerce blog or an e-commerce video channel, for example, you need to monetize it and make money from it. One good way to start is to launch a Minimum Viable Product (MVP).
You already know your audience well, you know what they need, so you create a Product Vision Tool (PVM) and market it to small groups of customers via email marketing for e-commerce , for example. If the product is good, sell it to more groups. If it's bad, optimize it.
When you reach this stage, you can also use an e-commerce startup strategy. Or, if you prefer, use both strategies (startup and content) from the beginning. To do so, access and read the article " E-commerce startup: what it is, how it works and how to start yours ".
Once the products are well optimized, start developing your e-commerce business . That is, open a company and create an online store. Put the products up for sale there. To get your first customers and gain credibility in the market, work with an entry-level product (good and inexpensive).
