You have closed a lead to become a paying customer using the inbound marketing techniques described in our previous post, Inbound Marketing 101: The Four Marketing Actions Part 3 – Closing Sales. In our final installment of the Inbound Marketing 101 series detailing the four marketing actions, we’ll explore ways to help retain your current clients, upsell them to new opportunities, and transform them into brand promoters.
Step Four: Delight
Inbound marketing is all about providing remarkable content to your users during each phase of the buyer’s journey – whether they are visitors, leads, or existing customers. However, just because someone has already written you a check doesn’t mean you should forget about them. Inbound marketing agencies continue to engage with, delight, and (hopefully) upsell their existing customer base to become happy promoters of the organizations and products they love.
The delight phase of your marketing actions includes, but certainly isn’t limited to:
- Surveys – The best way to figure out what your customers want is by simply asking them. Use feedback and surveys to ensure you’re providing customers with what they’re looking for and that they are happy with the services you provide. Even one-question surveys can yield actionable information if constructed properly and can provide a snapshot about your company’s performance. You can even collect information from your surveys you can use to follow-up with your clients and re-engage dormant contacts.
- Smart Calls-to-Action – Smart calls-to-action enable you to present offers to your audience that change depending upon a set of criteria. So you can present a different CTA based on buyer persona or lifecycle stage to start to better manage your on-page content opportunities to match your audience needs.
- Smart Text – Smart text is another way to customize your site messaging to tailor the experience to each user group. This helps provide your existing customers with remarkable content designed to match their interests and challenges. Help them achieve their own goals, as well as introduce new products and features that might be of interest to them through the use of smart text.
- Social Monitoring – Social monitoring should be a regular part of your nurturing strategy throughout the buyer’s lifecycle and allows you to keep track of the social conversations that matter to you most. Keep your finger on the social pulse by actively listening for your customers’ questions, comments, likes, and dislikes – and reach out to them with relevant content.
The Inbound Methodology
The Inbound Methodology covers each and every step taken, tool used, and lifecycle stage traveled on the road from stranger to customer. It empowers marketers to attract visitors, convert leads, close customers, and delight promoters. This methodology acknowledges that inbound marketing doesn’t just happen, you do it. And you do it using tools and applications that help you create and deliver content that will appeal to precisely the right people (your buyer personas) in the right places (channels) at just the right times (lifecycle stages). Stay tuned for more information about the Inbound Marketing Methodology as part of our Inbound Marketing 101 Series.
Did you miss our other Inbound 101 series posts? Here are links to other articles: