How to combine Guerrilla Marketing and Inbound Marketing? Discover their value for your strategy – WAU
Competing with large companies and established brands, especially when considering budgets for marketing actions, may not be exactly the reality of most companies. For you to have a notion, Coca-Cola, for example, invests about 20% of its budget in social media marketing. Even so, your brand needs to win […]
Competing with large companies and established brands, especially when considering budgets for marketing actions, may not be exactly the reality of most companies.
For you to have a notion, Coca-Cola, for example, invests about 20% of its budget in social media marketing.
Even so, your brand needs to gain visibility to grow, right? In this case, drawing the attention of consumers will require a little more creativity and additional efforts to achieve some competitive advantage.
Well, to help pull the ember to your sardine, the well-known guerrilla marketing.
But what is this? It is nothing more than a set of advertising strategies and actions that can be developed with reduced budgets, but with plenty of creativity, all to attract public attention and take advantage of what is defined as surprise factor.
In fact, in addition to the fact that it is very useful when there is no surplus of financial resources, guerrilla marketing is designed for companies that want to gain visibility quickly.
Do you know how to do that? Through punctual actions, with relevant impact, that try to reach the largest possible audience, and in a short time.
If you look for examples of guerrilla marketing on the internet, especially on Google Images, you will see that the most famous actions are idealized for offline environments. Now, it is important to remember that what impacts the real life of consumers has great possibilities to migrate to the internet and go viral, mainly as content for social networks.
You may even be saying something like “Okay, but what does inbound marketing have to do with it? ”.
Already, we will go into more details. But, first, let’s see some characteristics of Guerrilla Marketing to close the idea and make everything clearer for you.
Characteristics of Guerrilla Marketing
To win the status guerrilla marketing, a campaign needs to respond to some conditions that we’ve listed below. These are exactly the characteristics that differentiate this strategy from, say, more traditional marketing campaigns.
- Use unconventional channels (or use traditional channels in an original way);
- Creativity is the strong point. With original initiatives, even constraints like tight budgets can be overcome;
- Guerrilla marketing also stands out for promoting actions that do not have advertising guy. Surprise and transgression must be present. A guerrilla marketing initiative stands out for the difference, not the similarities;
- The idea, in addition to drawing attention, is to impact the consumer so that he is able to react in some way. You need to leave a mark on the public, create a relationship between it and your brand.
If you want to see some examples of guerrilla marketing, you can take a look at our other article on the topic. Just to illustrate visually, we already leave an interesting case here, the campaign of the Uber competitor, Lyft. The brand wore the same mustache on the front of the car, only pink:
How to combine Inbound Marketing with Guerrilla Marketing?
As you may already know, inbound marketing, advertising and marketing techniques are combined, but always in a more subtle way, without the public perceiving them as invasive.
The goal of inbound marketing is to create a close relationship with the public, naturally, at the beginning of your shopping journey, to keep up with users and offer useful and value-added content at each stage of the funnel, until reaching the final conversion .
Guerrilla marketing is just the opposite. It does its best to have a high impact on consumers’ minds and draw attention when developing impactful advertising actions, even if in disguise, and only at that moment. Summing up:
- Inbound Marketing: Contact, original and interesting content, natural and organic relationship, regularity of publication, relationship and results in the medium and long term.
- Guerrilla marketing: Impact, disruption, surprise and one-off impact, even if within a broader strategy.
So, how to put together such different strategies?
It may seem like a paradox, but guerrilla marketing and inbound marketing are similar in their differences. Before thinking “as well?”, Let’s see how the two concepts can reach dialogue:
- Both marketing strategies break with conventional paradigms the world of marketing and advertising;
- In both cases, the traditional means of communication are not essential;
- The budgets of the two types of marketing are doable and accessible for most companies;
- Even in very different ways, they try attract the public by providing something that might interest you, which adds value or entertains;
- Both types of marketing try to improve brand awareness;
- Finally: quality and creativity of proposals is what matters most. Inbound marketing thinks about content with added value, the guerrilla tries to surprise and impact.
Did it start to make more sense? Let’s move on to the second part of the article and start creating more practical connections between one type of marketing and the other.
Actions to combine guerrilla and inbound marketing
Well, the best way to connect these two marketing strategies is to use the guerrilla in the first two phases of inbound: those of attraction and creation of databases with information from the prospects and, then, follow up the follow-up of the potential customer with rich and interesting content.
In this sense, so that you can see some possibilities, let’s see some examples of online and offline actions.
In both cases, the objective is the same: to guide the user to one of the channels where his brand is present, be it social networks, web pages, blogs or others.
- When promoting a guerrilla marketing initiative, invite the user to respond to a call to action, such as participating in an online sweepstakes;
- Guide your guerrilla marketing efforts towards asking users for their email addresses. So, you start to create a database to use later, in mailing campaigns;
- Work with gamification it also brings good results and attracts more visitors to your page. In this sense, relate your initiatives to recreational or recreational activities. Games like questions and answers, riddles, riddles, anything goes. It is an excellent way to improve the results achieved by inbound marketing actions;
- When it comes to thinking about content for social networks, don’t forget to encourage public participation. Your brand will enhance your presence on the networks and give more visibility to the channels where more traffic is generated.
Less investment, more imagination
When it comes to placing a product, service or brand in the public’s imagination, guerrilla marketing has some advantages. This is due to its power to connect emotionally with users.
Stocks, in general, have a great capacity to penetrate the minds of consumers.
That is, the idea is to impact the senses. Arouse interest in the search. From then on, it is up to inbound marketing to be prepared to provide content that complements the original feeling.
This need for unity in the representation of concepts it is also related to branding, in a broader sense.
Why? Because it is important, as we just said, to be homogeneous in your initiatives.
You can even develop a great guerrilla marketing action, but if the customer, when he takes the next step in the search for information about your brand, finds something totally different from what he expected, an excellent opportunity is lost.
In this sense, whenever you are thinking about how to schedule publications on Facebook to support guerrilla marketing actions, show signs that the previous initiative has continuity in your content published on the networks.
The same goes for other networks, especially for the more visuals. That way, when scheduling posts on instagram, take advantage of all the potential of this network, which has so much imagery, and bet on related posts that create a sense of unity and continuity.
Guerrilla marketing can provide a way for the customer to start performing more specific searches. If we can associate another concept, the ZMOT (Zero Moment of Truth), the relationship with inbound marketing is even more evident.
At ZMOT, the customer does not yet have a predilection for a particular brand. He starts his search and gathering information even before he knows the product he is going to buy. Inbound, something similar happens in the first stage of the funnel, when prospects are looking for information.
Once the user is interested in any of your guerrilla marketing actions, you take a step further towards the consumer, or he, to meet him.
When we talk about the zero moment of truth, we usually associate the idea with content that is able to arouse interest, draw attention, but in a natural way.
Guerrilla marketing can make a difference little push and create an extra chance for people to want to know more about you, even if they haven’t decided yet.
That is why being creative is so important.
And it may seem contradictory, but we are often more imaginative and do more when we have few resources. When the budget is elastic, we usually follow some paths already taken, even because we know they work. Without a budget, you have to find another way to get attention.
That is, when it comes to perception and emotion, we need to understand that each individual is a completely different world.
Some things work for some, but not for others. Therefore, more than rationalizing thinking and following the ready advertising formulas, consider aspects relevant to the audiences you want to reach.
Another important thing: people are no longer affected for the same things as always.
The reality has changed, audiences are totally different (see the case of millennials, as an example) and the means of interaction is different (the internet). Therefore, it is essential to remember that marketing also has to find new ways and make other associations.
How does the story go?
To tell the truth, nobody knows exactly, but we can see signs. The first is the fact that competition is increasing on the internet and there are probably ziles of companies working on their inbound marketing strategies in a very similar way to you.
In this scenario, guerrilla marketing has a special role in creating one more chance to be seen.
Even more: we are in golden era internet advertising, especially when we talk about small and medium companies. Women, who cannot spend 20% of their budgets on advertising like Coca-Cola, find inbound marketing associated with guerrilla marketing an interesting opportunity.
Especially when we combine guerrilla marketing initiatives with the support of value-added content that inbound marketing provides, we understand that both types are more than compatible. It is, indeed, an opportunity to explore.
Will an offline guerrilla action go viral?
Better be prepared to receive this crowd of users wanting to know more about you, your brand, your products and services, in addition to being interested in as you think.
Guerrilla marketing is not exclusive to offline world, it can adapt to any channel or technology. It is then up to your brand to find the best concepts and ideas to develop and create impactful actions that can be continued with your other content.
We hope that this article has presented new alternatives for you and your company to work and improve your presence on the internet and in the minds of consumers.