Inbound marketing is characterized by being a methodology whose main objective is to connect – in an empathetic and assertive way – companies with the needs of their clients, through content offers that promote an exchange of knowledge, learning and interests between both parties. In this sense, it is necessary to answer: Why is business culture important for Inbound marketing?
Among the fundamentals of inbound, business culture stands out as one of the most important, that is, it is consolidated as a vital element within any inbound marketing strategy. Mainly because under this concept, the bases and values of an organization are structured.
Without this first step, how can we know what we want to communicate? An organization cannot devise strategies to attract and capture new customers, without even knowing itself, that is, without knowing what its values, goals, visions, missions and objectives are within the short, medium and long term. Although this paragraph reveals a starting point to understand why business culture is important for inbound marketing, we invite you to delve deeper into this concept, its main characteristics and other elements that can help us understand its meaning. totality, its degree of importance.
What is a company culture?
Business culture is what identifies the way a company is. It is a comprehensive and personalized philosophy that represents a company in the face of problems, opportunities, management situations, adaptation to changes and requirements, which are internalized in the form of beliefs to be transmitted and taught to new members. as a way of thinking, living and acting.
According to Leyva Granados and Yuliana Azucena, authors of the work business culture can be defined as “the set of norms, values and ways of thinking that characterize behavior, positioning of personnel at all levels of the company, the management style, the way of allocating resources, the way of organizing the corporation, as well as the image of the company.
In this sense, business culture represents the DNA and backbone of a company, where it designates the system of meanings that the members of the entire organization must have in common. A solid business culture is one that is created based on the needs, opinions and perspectives of all members of a work team. In it, endomarketing comes into play as an important element to promote internal corporate strategies that strengthen this set of beliefs and values, which are the basis of any business culture.
Why is having a company culture important for your inbound marketing strategies?
Business culture is important in each of the stages of the inbound marketing methodology since it allows each of them to develop in the same behavioral thread. Those strategies that are intended to be carried out in each of the stages will be carried out under the same aesthetics and work vision, will adapt to the macro-objectives of the company and will comply with a series of requirements that will allow the entire process, engage correctly. However, here are other reasons:
Build solid work teams
The culture of a company even allows us to normalize the way in which employees must act towards clients and the conditions that a person must have to be hired by the organization. In some way, it is about building a network that instills a series of values with which everyone feels comfortable and identifies, so much so that new people who access that network must want to be part of that culture by feeling identified. This will help us build strong work teams that are happy to do their jobs.
Although “delight” is the last stage of the inbound marketing methodology, it is still important. At this stage it is not only important to retain and satisfy our buyers, but also our work team. In this sense, a business culture will allow us to get closer to that goal.
Enrich customer service
Since inbound marketing is a methodology focused on the needs of consumers, customer service is a vital element when closing a sale. By having a business culture that delimits the messages and language that the organization wishes to transmit, communication strategies toward customers tend to be much more organic and focused on the same objective. Both your marketing and sales teams will know exactly how to address your organization’s customers because they already know the guidelines for doing so. Without clear communication and alignment, a company will struggle to build strong, long-lasting relationships with its customers.
Align marketing with sales
A business culture allows us to have our marketing department successfully aligned with the sales department, that is. achieve smarketing that allows us to convert our leads into customers quickly and effectively. In the inbound marketing methodology, this conversion process occurs between the second and third stages, where the marketing team transfers those leads and their contact information to the sales team, who is in charge of closing the purchase process by personally communicating with them. users and addressing their needs individually.
In this way, business culture is key to building an effective inbound marketing strategy that enriches not only the experience of our target audience but also of our work team, which is part of a network of values and meanings that represent and give life to our presence in the market.
