Careketing (Care Marketing) — The New-Old Inbound Marketing Tool
Recently, I wrote about Careketing (article in polish), which I define as a tool that falls under inbound marketing category blending with PR. Now I would like to discuss this issue in more detail, looking at it from the practical angles, emphasizing measurable gains.
So the main objective of the concept is our appearance “right place at the right time” with our product as a solution to the problem of the user. It is worth noting that careketing, due to its nature, particularly works well for service-based businesses.
Also, due to the fact that it is the inbound marketing tool, it’s completely free and requires just genuine concern for the welfare of the user, well thought-out communication and a some time.
But first things first.
Identifying “problem pools”
As with any marketing operation, you should first identify the sites where potential customers go. This finding is crucial for any type of action we’re going to undertake. We’re not talking about all the places this time, though. We are talking about websites, communities, forums and groups where they go to solve specific problems that can answer our product or service.
So, the “problem pool” of a target group is just such places on the web or offline. Examples of such pools are i.e. Facebook groups, where users often ask very specific questions about specific problems they have. This is a chance for us.
Careketing = Care + Marketing
When we are in the “problem pools” we need to carefully select those that are relevant and meet certain criteria that we set earlier. We should focus primairly on the problems, which cause specific ‘pain’, ‘discomfort’, and should enable us to provide the solution. We basically position ourselves as heroes. (wink wink)
Regardless of our approach, the most important is to ensure that the actual solution to the problem is provided to the user. Above all, remember: the purpose of careketing is not sales, but care (genuine care, man) about potential customer, that in return generate us certain benefits.
Such benefits include:
+ Positive brand perception,
+ Hot leads for the sales team or direct contribution to sales,
+ More detailed understanding of customer needs, which may work as a feedback for our product or service telling us which directinons to go in.
I believe there are few more, depending what we focus our attention on.
As in the case of other inbound marketing activities, careketing should be focused on long-term gains, but sometimes it happens that our help is reflected pretty quickly through massive viral effect on the Internet. There have been several such situations already, that even made it to the TV.
A word of caution
Due to the fact that in our ‘problem pool’ the user operates from the primary pain avoidance, (specifically, wants to get rid of the ‘pain’) his sensitivity is increased. This frequency of thinking, amplifies defense mechaninsms and it’s easier to sense a cheap trick, or forced product placement. Therefore, if you genuinely do not care about user’s situation, do not try force-sell the solution. It can backfire with a negative viral effect so big you’ll have to look at the job ads again.
A word of encouragement
Consider using caretaking in your inbound marketing strategy. The effect, that few “saved lives” generate can be much more powerful than the whole piles of money spent on PPC and have a more lasting impact on the image of the brand in the long term.
Whether you include careketing in your strategy or not, it is a great and powerful tool that comes in direct interaction with the target group. It should be considered as a component of inbound marketing arsenal.