Delighting Your Customers with Inbound Marketing
Some of the biggest media stories of the past few years were about Robin Williams, Dylan Farrow, Obamacare, the births of Prince George and Princess Charlotte, Syria's civil war, the Pope's retirement, Nelson Mandela's death, and an op-ed about preventing breast cancer by Angelina Jolie, but can you guess what trend we saw in content on the New York Times? In both 2013 and 2014, one of the most popular articles (number 1 in 2013 and number 3 again in 2014) wasn't a traditional article at all! It was that dialect quiz "How Y'all, Youse and You Guys Talk." We aren't surprised. The quiz generates a cool personal dialect map and lets you see if the way you talk reflects where you were raised and where you live now. It's easy to use, interactive, exclusive to New York Times, and fun to share and compare with others. In short, it's a tool published by New York Times that is intended to be delightful for its readers!
Tools for Inbound Methodology
Inbound methodology is all about turning strangers into visitors, into leads, into customers, and finally, into evangelists of your brand. One of the most powerful actions, delighting your clients with inbound marketing, is vital to acquiring ambassadors for your company, and focuses on engaging your current client base by providing remarkable content. Your job as a marketer doesn't end just because you've closed the sale and gotten positive feedback.
According to HubSpot, the top three tools used to delight clients are as Smart CTAs, Social Media, and Email & Automation Marketing.
Now that you have a loyal client, you can use information you've gleaned to make personalized offers they'll jump at. For example, offering free educational content in the form of ebooks or webinars on your website, discounts for products/services they buy the most, recommendations to partner companies, blog posts addressing the most common issues and fixes with a popular product or suggestions for new apps that are related to your industry.
Using online tools for real-time client support has been extremely successful - see the Comcast Cares Twitter account. You can also use platforms like Facebook and LinkedIn to get valuable feedback. Wouldn't you rather run a survey that asks which new prototype a client would most likely purchase than simply getting more "likes?"
Warby Parker treats its Instagram page like a virtual Where in the World is Carmen Sandiego exercise, resulting in over 126,000 followers and an entire movement of fashionistas who treat eyeglasses as interchangeable accessories - one pair for every day of the week. Don't forget the value in letting your customers take a peek behind the curtain and see who drives your organization. You could upload funny videos featuring your staff to YouTube, or maintain inspiration boards on Pinterest.
Email and Marketing Automation
Finally, providing your clients with valuable content that helps them achieve their goals or solve problems will set you apart. Are a majority of your clients aging baby-boomers? Start a newsletter that addresses retirement, health, travel or grand-parenting issues. Maybe you'll want to email clients when you launch a new service they've expressed interest in, or are mentioned in their local news.
These are just a few examples to get you started, but with these three tools and some creativity, you can truly delight your clients and turn them into passionate brand advocates. Who knows, you could end up creating content that becomes just as beloved as a dialect map!
Contact us for more information on using inbound marketing to save time and create more effective campaigns.