Inbound marketing revolutionizes everything we’ve learned about marketing. Companies are no longer forced to rely on exorbitantly expensive hit and miss TV, radio, and billboard ads. We aren’t bound by cold calls and tons of low quality leads. We can now know our customer better than ever, and give them exactly what they’re looking for. All this begins with quality content.
Get Them Interested
The old methods of sales entailed wooing people who likely had little or no interest in doing business with your company. Things such as cold calls and paid advertisements were our only tools for reaching out. But by creating high quality content, we get people interested in us without pestering or alienating them. From search engine optimization to email marketing, what you write will attract who you are looking for.
If you use content correctly, your business will see product and brand interest as never before, and your sales staff will be empowered to turn these leads into everyone’s ultimate goal: loyal customers.
Turn Interested Leads Into Followers
Once you peak their interest with emotionally appealing, highly informative articles, you can begin converting these leads into company followers. The first step is to get them to commit to follow you on social media, such as Facebook, Twitter, Pinterest, and YouTube.
No, not everyone turns into a loyal customer at this point. But, they’re willing to reach out and receive your message. It’s the “foot in the door” method of marketing.
Turn Followers Into Customers
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Once leads are following your messages, it’s time to impress them to become customers. This is where the sales staff actually begins to see product turnovers and revenues rise. Don’t stray away from offering high quality information and entertainment, but do begin offering them the things they’ve already expressed interest in.
Make Customers Become Loyal Customers
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A customer makes a one-time purchase. A loyal customer comes back again and again, has a vested interest in the company, and enjoys hearing from you. How do you turn a customer into a loyal one? By delighting them. All the promises you make during the phases of interesting people, attracting them to follow, and turning them into paying customers comes down to how you deliver.
Making this work is a team effort. Thoroughly train your sales and customer service staff so they’re on top of the game and able to provide good products at good prices with a great attitude. Identify and address problems with delivery, and educate customers about your processes so they’re clear.
Confusion about the product, the delivery, or follow-up support for the product can cause bad feelings. This is the opposite of delighting customers into becoming loyal.
Are your policies and guidelines clear? Is it easy and pleasant to buy and use your products or services? Can your staff handle problems and questions in a timely manner to satisfy your buyers? Streamline these processes to thrill customers and keep them coming back for more.
The end result of a well done inbound marketing program is a successful business with an avid following. If you’ve taken all these steps, your business will skyrocket in the online revolution.