Whew! We’ve finally made it. This is the fourth and final part of our series on Inbound Marketing and what it means for the dreiländereck (tri-border region) and Basel based businesses. In this last installment we will cover the last step of the 4 Inbound Marketing Activities – Delight. If you thought you’d just jump to the end, do yourself a favor and catch up first.
Ok, now that we’re all together let’s finish strong!
AC/CD Activity 4 – Delight
Did you know that nearly 70% of customer repeat business is lost due to neglect? What if your company could retain even half of that amount?
Once you've made a sale or converted a lead into a customer, your job as a marketer is not finished!
Inbound Marketing is about creating useful and engaging content for people at each and every point of the buyer’s journey, including your post-sale customers. The results can lead to up-sales, goodwill, referrals and growth outside of the Basel area.
But how do you make sure to keep your customers coming back for more? Well, below you will learn (more like, be reminded) of two often forget, yet extremely effective methods to delight your current and new customers.
Monitor
Sounds silly to say, but listen to your customers! Monitor what they are saying through email and social media. What do they like? What do they not like? What questions do they have? etc. This often overlooked step can be an invaluable piece of your overall marketing strategy. Not only does it give you insight into how your company “delivers the goods,” but it helps you realign, adapt and/or react to any reoccurring criticisms or strokes of genius. As I am sure most of us are already aware, people are far more likely to share a bad experience than a good one. Make sure to sniff out the ones that feel soured and help solve their problems and then champion the ones that have praised your company.
Social listening tools can help you discover and focus on specific places where your company is being mentioned. This is a great way to ensure that you are meeting your customers where they are and addressing any issues they may have, even if they haven’t expressed them directly to your company.
Surveys
In a similar fashion, surveys can give you key insights to your customers’ current and future needs. By gathering this information through a survey, you are not only receiving the information you need, but you’re also telling the customer that you care! That you care about the future of your relationship and you want to ensure the future success of it. However, gathering the information is not enough. Be sure you are using the information to make changes both internally and externally.Creating a survey is super easy nowadays, especially with tools like SurveyMonkey. If you have never conducted a survey for you business before, go ahead, give it shot!
Setting Sail
As you move more and more toward Inbound Marketing you’ll see how easily it integrates with your overall marketing strategy. Inbound Marketing is creating the right content for the right people and placing it in the right place at the right time; allowing your online presence to work around the clock to nurture “strangers” into long-time, repeat customers. It may sound like a mouthful, but just remember – AC/CD. Attract. Convert. Close. Delight. And of course, we at AHA Factory are always here to help. Contact us today for a free consultation on how Inbound Marketing can help grow your company!