{"id":759,"date":"2023-01-18T16:10:03","date_gmt":"2023-01-18T16:10:03","guid":{"rendered":"http:\/\/aqaba-admin"},"modified":"2023-01-18T16:10:03","modified_gmt":"2023-01-18T16:10:03","slug":"what-is-inbound-marketing-heres-what-our-middle-east-case-study-shows","status":"publish","type":"post","link":"https:\/\/eleven777.com\/ar-ae\/2023\/01\/18\/what-is-inbound-marketing-heres-what-our-middle-east-case-study-shows\/","title":{"rendered":"What is Inbound Marketing? The Middle East Guide"},"content":{"rendered":"

This guide reveals the special inbound formula you should be using for Middle East- and Dubai-based brands.<\/span><\/span><\/span><\/p>\n

Inbound marketing flips traditional marketing on its head and then does the kiki shiggy shake around it.<\/p>\n

Inbound versus outbound marketing<\/span>
\nTraditional marketing is outbound. Think of it as putting your product \u2018out\u2019 there. You\u2019re cold-calling, shoulder-rubbing, and print-advertising your product to those you hope will buy.<\/p>\n

As our post on why digital marketing is important<\/a><\/strong> shows, technology has made it infinitely easier to sell \u2013 it\u2019s both cheaper and more efficient. And it is in line with how consumers are buying today.<\/p>\n

Think about the last time you purchased a mobile phone. You likely didn\u2019t just pop into a store at the mall and make a purchase. And if you were online, you likely didn\u2019t click on the first or third ad for mobile phones that you saw.<\/p>\n

\"Eleven777-InboundMarketing-WorldOnlineCustomerShoppingResearchStats2017\"
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KPMG reports that 55% of MENA consumer who purchase online first research the product online \u2013 looking at online reviews and recommendations<\/em><\/span><\/p>\n

Rather, like most MENA online consumers<\/strong><\/a>, you likely researched phone reviews, looking at functionality, design and the size of the display. After doing your research, you went to your preferred electronics e-commerce site, or favourite offline store, and made the purchase. Consumers today are researching, asking questions and finding answers online<\/em> before<\/strong> making their purchase; they are informed customers.<\/p>\n

And that\u2019s what inbound marketing excels at \u2013 it informs.<\/strong><\/p>\n

If you want to reach your next customer, make sure you provide them with the answers they\u2019re looking for. Advise, help and inform. When you do, that\u2019s how you bring them to your website and that\u2019s where you \u2018nurture\u2019 them towards becoming customers. How?<\/p>\n

By following the inbound marketing methodology, or working the inbound marketing funnel.\u00a0<\/span>
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The Inbound Marketing Funnel<\/span>
\n<\/span><\/p>\n

\"Eleven777-InboundMarketingFunnel\"<\/span>There are 4 stages in the inbound marketing funnel and they describe the four stages that the typical customer goes through when making a purchase:<\/span><\/p>\n

– Awareness<\/strong>. Customers need to be aware of your brand, and so you \u2018attract\u2019 them to your site.
\n– Consideration<\/strong>. Customers ought to consider your brand, from amongst your competitors, before they buy. At this stage, you work on \u2018converting\u2019 them to prefer your brand over the competition.
\n– Decision<\/strong>. Customers take the decision to purchase your product. This is where you \u2018Close\u2019 the deal.
\n– Advocacy<\/strong>. Customers who develop an affinity for your brand are those most likely to promote it to their friends and family. By \u2018delighting\u2019 customers, they become brand advocates.<\/p>\n

Inbound Marketing Tactics and Techniques:<\/span>
\nAs the above illustration shows, there are various tools one can use for each stage of the inbound marketing funnel, and they include:
\n1. Awareness\/Attract<\/strong>: Blog Posts, Topic Clusters, Social Media Content, Search Engine Optimization (SEO), E-Books, Templates, Podcasts, Video Content
\n2. Consideration\/Convert<\/strong>: Forms to download content, Calls-to-Action (CTAs), Landing Pages, White Papers, Email
\n3. Decision\/Close<\/strong>: Customer Relationship Management (CRM), Email Marketing, Workflows
\n<\/span>4. Advocacy\/Delight<\/strong>: Surveys, User Generated Content (UGC), SMART content, Social Monitoring<\/span><\/p>\n

Examples of Inbound Marketing versus Outbound Marketing<\/span>
\n1. Real Estate.<\/strong> If I wanted to be the next Emaar or Jabal Omar or Ezdan Holding and I wanted to attract customers to a new luxury development project, I\u2019d write a series of blog posts, optimized for SEO, about what my ideal customer\/s is looking for when looking to purchase real estate.<\/p>\n

\"Eleven777-Luxury-Villa-InboundMarketing-pexels-photo\"
\nAccordingly, I would:
\na. Create blog posts on the return on investment an investor could expect,
\nb. Followed by video posts on the luxury amenities in the vicinity of the property, and
\nc. Publish a series of social media posts of famous celebrities that have already booked a space.<\/p>\n

This content will drive people to my website and\/or social channels. This will switch the dynamic from the traditional call-to-action, \u201cInvest in our luxury property\u201d<\/em> to the prospect himself saying, \u201cThis luxury property sounds dreamy\/an excellent investment. I would like to buy this luxury property\u201d.<\/em><\/p>\n

2. Hospitality and Food (F&B).<\/strong> Imagine I was a new vegan-friendly eatery at the Marina in Dubai, catering to the health-conscious. As opposed to just telling the public about our Friday brunch deal, every single Thursday(!), I would create the following inbound content that would raise awareness for the restaurant, and would have people actively consuming our content online:<\/p>\n

a. Short 1-minute videos from the resident chef on how to prepare a healthy breakfast with minimum effort
\nb. Photo series showing us discussing in-season veggies and crops with local farmers
\nc. Food recommendations \u2013 soups, stews, goulash \u2013 at the onset of winter (to promote eating heart-warming, comfort food, in season)<\/p>\n

\"Eleven777-InboundMarketing-almonds-berries-blackberries-1099680\"<\/p>\n

In order to nurture those leads to convert, close and delight them I would then use emails, workflows and user generated content. I\u2019d:
\na. Share snippets of how we source healthy ingredients,
\nb. Offer promotional lunch deals for our social media followers, and
\nc. Repurpose customer testimonies of what made our Thai Buddha bowl with dragon sauce and freshly grated veggies so out of this world.<\/p>\n

A Case Study \u2013 Inbound Marketing Example in the UAE and Middle East North Africa (MENA)<\/span>
\nCRYO, founded in Dubai in 2013, specialises in cryotherapy, a curative and futuristic health treatment that uses extremely low temperatures to drive four main benefits: Recovery, Beauty, Wellness, and Weight loss.<\/p>\n

As Barish Elrekabi, vice president of marketing explains why the company adopted inbound, \u201c\u201cWe wanted to pitch to our potential clients in a more targeted and data-driven way. We have always been a Digital Marketing oriented company, however, we did not have an end-to-end solution\u201d.<\/p>\n

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