Are you optimizing your inbound marketing strategy and delighting your existing customers? Our recent blog series focuses on the 4 steps of the inbound marketing methodology: Attract, Convert, Close & Delight. If you haven't read our first few blogs yet, click here to get an overview of the inbound methodology.
As you know, inbound marketing and inbound selling is all about providing remarkable content to your leads and customers. Just because someone has signed a contract with you, or purchased your products, doesn’t mean you can forget about them. That's actually the worst thing you can do! Inbound companies continue to engage with, delight, up-sell and grow their current customer base into happy promoters of the organizations and products they love. So how can you do that?
Inbound Marketing Methodology Step 4: Delight
I find this is usually the component to inbound marketing that is not implemented as well as the first three stages of the four inbound stages. It is incredibly important to be sure to continue to communicate with customers, even after they become a customer. Inbound marketing is all about providing remarkable content to your audience, whether they be visitors, leads, or existing customers. Inbound companies continue to engage with and delight their customers, which should eventually help you up-sell and continue to work with them as a happy customer in the future. Some ideas for delighting your customer base is a customer newsletter (based on persona of course), surveys, inbound customer service tools to help your customer experience, and even a dedicated blog specific to your customer base.
Here are some ways that you can continue to delight your customers:
- Dynamic Marketing: This is all about delivering dynamic, customer-driven content to your customer base when they visit your website. Instead of given then a lead generation offer, instead you may want a pop-up or call-to-action that focuses on connecting with customer service.
- Social Media Monitoring: Always monitor your social channels to see if your customers are talking about you (good or bad!) You can use a tool like HubSpot to keep a list of your existing customer, and just monitor those individuals to see what their conversions are online, and if there's any way you can help.
- Surveys: This is essential to getting a pulse on your customer base. You can do something as simple as an NPS survey, or something that asks a few more in-depth questions if you need more information about how a particular customer service call went, how your customer is using your product or service, and more.
- Analytics: Always track how your customer base is growing or declining. You want to quickly spot trends if you see that there are more cancellations or if your close rate is slowing down. You also want to see if there is a particular campaign that drove a spike in new business. This gives you the data to see what is working and what is not.
The Inbound Methodology covers the steps taken and the tools used to help you maximize your online marketing efforts by increasing website visitors, leads, and ultimately happy customers!
Remember that inbound marketing doesn’t just happen on its own. It's built and powered by marketers that are leveraging tools and analytics to build campaigns that drive revenue. Inbound marketing is not something that you set up and forget, but it is a well-tuned machine that should always be updated as you get more data, new tools are introduced, and your brand continues to evolve. Now it’s time for you to go out and create and deliver content for your buyer personas, at the right place, and at the right time.
If you're looking for ways to integrate more inbound efforts into your overall digital marketing strategy, we invite you to schedule a consultation with our team of inbound marketing experts. You can also check out our Inbound Customer Success services.