In this digital era, it’s a norm for companies to have websites ready for technologically savvy consumers to browse through products and companies information.
But what most companies don’t know, and is missing out in their website offer is – Meeting Consumers’ Needs at Their 4 Buying Stages.
This means mixing marketing and interactivity, to induce more loyalty and engagement with your consumers.
More often than ever, companies push their offers too much which turns many consumers away while they are still at a certain buying stage.
Here, we will introduce a form of marketing that will appeal to every consumers on your digital platform; – Inbound Marketing.
How Inbound can accelerate your business
Consumers are trending towards Digital:
- 32% of Singaporeans shop on their mobiles ‘Often’ & ‘Very Often’ (Digital Consumer View, 2015)
- 69% of Singaporeans conducted research online before purchasing
In comparisons to traditional marketing, 40% of business owners reported saving money with digital marketing. Successful digital marketing can potentially improve ROI by at least 300%.
Wouldn’t you feel appreciated and rewarded by good customer services who have served your needs well?
This is exactly similar to what Inbound Marketing is achieving for your customers – A tailored and targeted website experience so your customers will feel connected with your product.
Inbound marketing is reliable as marketers can analyse the results of their digital effort; giving them greater ease to change marketing tactics to reach and connect with customers more precisely.
Why Inbound Marketing?
“People shop and learn in a whole new way compared to just a few years ago, so marketers need to adapt or risk extinction.”– Brian Halligan, CEO & Co-founder, Hubspot
Inbound is transforming the way the world does business.
It’s NOT about forcing your consumers to listen to your salesman or marketer.
It’s NOT about pushing your advertisements into consumers in their daily motions.
Instead, it’s about empowering potential customers with what they are searching for and solving their problems: with relevant contents. Majority of the businesses are still using interruptive traditional marketing (radio, tv, flyers, cold calling etc), which are ineffective as consumers behaviour changes. It’s still possible to get a message out using these channels, but it costs a lot more.
So, Marketers have to find other ways to fine tune their advertising channels to reach their target market.
Firstly, let’s go through the basic process of Inbound Methodology…
This process consists of four stages: Attract, Convert, Close and Delight.
Depends on purchasing needs, customers can be organised into 5 categories: Strangers, Visitors, Leads, Customers or Advocates.
So, based on your customers buying stage, you deliver your message and content tool according to their categories.
Just like sweets attract ants, an rotten apple attracts flies, and pollen attracts bees…
Attracting traffic to your website are about the same, we do not want to attract all kinds of visitors, we want the right type of visitors that will potentially become leads and finally as customers.
This is where you define your Buyer Personas, on their goals, pain points, shopping habits. (We will cover this in our next blog).
Attract your buyer personas, with the following Content Tools:
- Blogging – Be an Informative website
People are always searching for questions online, hence a blog is a good way to address their issues. In this way, you can attract new visitors to your website with content writing. Write educational content that are relatable to them and answers their enquiries.
- SEO – Be Discoverable
Keywords are words or phrases that your customers would search for online. (To be covered more in future). When writing your content, plan out a list of keywords to be inserted into your blog so that your blog will be discovered. Optimising on-page and building links around your words are another ways.
- Social Media
Find out where your buyers personas are hanging out most online; is it Facebook, Twitter, LinkedIn, Snapchat?, Share your blog content to engage with your social media fans! And of course if your blog content is relatable to your fans, they will share your blog to their friends which will further broadcast your blog to more people.
Once there are visitors on your website, your next objective is to turn them into your leads by gathering their contact information. The main purpose of having visitors’ contact information is to provide them with valuable information that you would like to share. You can send them emails of educative infographics, updates and news that will interest your leads.
Here are the following tools to Gather Leads:
Convert your visitors into leads by letting them fill out a form and submit their details.
- Call-To-Action (CTA)
Call to action are buttons to be clicked on by your visitors to perform an action. Be specific about the type of action your visitors need to take. For e.g. “Download here for an Ebook”, “Join a webinar ” Do NOT simply write “Download”, or “Click here” as these terms are too unspecific to entice visitors.
- Landing Page
When a call-to-action (CTA) is clicked by a visitor, they should be directed to a landing page. The landing page is the place where visitors takes notice of the call-to-action and fills up a form with their information, so that the company’s sales team can contact them. A visitor becomes a contact when he/she fills up that form on the landing page for the first time.
You are almost there to convert your leads into your customers! This means your visitors are about to entrust their problems for you to solve.
This is the most crucial part, since you have gained your customers’ trust, you wouldn’t want to disappoint them; it’s time to enlighten them with your expertise!
Here are some tools to assist you in Closing Customers:
- Customer Relationship Management (CRM) systems
CRM is a one stop place where information about contacts, companies and deals for a company can be found. It also helps to improve the efficiency of a company’s sales team by providing the right information at any point of time.
- Closed-loop Reporting
Leads often gets generated through marketing effort from the marketing team. Closed-loop reporting can be integrated with a CRM system for better analysis of the efficiency of both your marketing and sales team.
Emails are usually collected when your prospect fills out a form on your landing page, downloads your e-book or clicks on a call-to-action on your website. After which, trust can be built by sending out emails focusing on contents that is useful for your prospect. Hence over time, this will assist your prospect in making a decision to purchase or engage your services.
- Marketing Automation.
Instead of nurturing your prospects just solely via email, it is also good to have a certain level of personalization in reaching out to your prospects. Such as having customized contents based on different prospects’ area of interest.
Companies tend to neglect delighting their customers Do not forget about delighting your customers after they have signed a contract with you. Continue to shower them with remarkable content to engage with them. Your aim is to make your customers into your promoters so they will recommend your services/products to their counterparts!
Tools to use for Delight:
Evaluate whether your customers’ needs are being fulfilled by asking them for feedback and surveys. Clarify for any dissatisfaction or misunderstanding along the way will help in improving your business processes in the long run.
- Dynamic/Smart Calls-to-Action
Based on your specific buyer personas and lifecycle stage, different offers and information are presented to them.
- Smart Text
According to your existing customers interests and challenges, provide them with content that will be useful to them. You can create a list of resources that will assist them in solving problems or latest news insight to boost their knowledge.
- Social Monitoring
Know where is your customers hanging out – Facebook? Twitter? Quora? and more…
Keep a watch out on what they are saying, especially when it’s relevant to your business. In this way, you can understand their questions, comments, likes and dislikes – and produce relevant content.
Time to consider Inbound Marketing…
Increase online visibility and engagement through the art of Inbound Marketing for your company.
You’ll bound to see Inbound Marketing bringing in bound and determined customers looking for your products/services!
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