Inbound Marketing is described as the data-driven marketing approach that attracts, connects and converts people to your brand. The strategy is multi-channel, it describes where customers are, and how the main driver of quality content needs to communicate with you. It enables you, through various channels including blogs, email markets and social media, to bring people into your website. As we know Inbound Marketing consists of 4 stages Awareness, Convert, Close, and Delight. Usually, business or brands are too focused on the first three stages of the inbound marketing methodology; there is a tendency that they to ignore the delight stage of this inbound journey.
According to Hubspot “Exceeding a customer’s expectations to create a positive customer experience with a product or brand.” In every marketing strategy, it is important to keep your customers happy all along and turn them into your brand advocates. But more often the conversation gets less once the deal is closed.
Effective inbound marketing offers solutions, tools and of course excellent contents which are truly worthy of your client. It is important that you continue to enjoy and engage with your business with inbound marketing. We, after all, want to have potential referrals and upselling possibilities, that will follow if you have a satisfied and rewarding customer base.
Here are ways in which you can actively delight your consumers
1. Social Monitoring
Social media lets you track your business-related social conversations. You should address questions or concerns about your products or services, including positive and negative reviews, and create opportunities to answer both questions.
You may create content to help clients understand it better, for example when you know that consumers have problems with a specific element of your product or service.
Effective social listening does not just mean brand monitoring and product references. Listen to what the customers do and what is going on in their specific businesses.
You will discover more opportunities to build on your relationship, develop relevant content or approach it directly through the experience of your customer behaviours and challenges to the industry.
2. Be Active in Content Creation
Add the content always and maintain it in a position that your customers can view and share easily. Your customers have no better way to show themselves than by sharing their wonderful content. Smartphones have made it possible to build written content, audio content and video on the go. The huge evolution of Social media platforms also provide a proper channel to market and push the content. Nothing can substitute the power of user-generated content that builds value and trust to your service or brand. So your content creation should never be in a state of halt.
3. E-mail Marketing
The highest credibility does not always go with email newsletters. We can all get upset by the flood of emails that flow into our box daily-most are useless. But they can be very efficient when done correctly.
The daily content of an email newsletter hits subscribers to keep you informed. They can use it to repurpose content such as blogs, curated content and news from the industry. You think third party posts are worth sharing. In this way, you point out to your clients and prospects that they might otherwise have overlooked helpful and relevant content.
Sending your clients with a monthly email newsletter reminds them you are still being available for them to offer support when they are in need. You must ensure to push the content to a customer’s unique needs and interests to ensure that you provide content that connects and adds value to the customer.
4. Surveys and Customer Feedbacks
If you don’t know what they want, how can you satisfy your customers?
Surveys of your customers are the most transparent way to find out how they feel about your brand and services, and to define expectations for blog topics and contents and how they want to have a clear channel of communication in between. By having this approach you will always be up to date about what your customer needs and expects from your brand or service. This is an important approach for your brands and service to look and improve on the process of serving the customers.
These are some of the best practices tactics to continue engaging, delighting and (hopefully) turning your customer base into happy promoters and brand advocates.
But always remember delighting the customers should not be only focussed after the sale is done or the prospect is converted. You should always focus on creating personalised and informative content all along with the buyer’s journey knowing their needs and interests. Nothing can substitute the power of review of word of mouth from a satisfied customer. A happy and delighted customer is an asset to your brand.