Welcome back to our ongoing series covering the different aspects of Inbound Marketing. This series will cover the four stages of the Inbound Marketing Methodology, which are:
We hope you enjoyed our previous posts on the Attract, Convert and Close stages of Inbound Marketing. Today brings the final stage of the Inbound Marketing Strategy, Delight. You will utilize several tools in this stage, including surveys, smart content, and social media monitoring. When your contact is at this stage, you have closed the sale. Great job! It’s not over yet, however. As with the previous stages, delight involves all members of the team.
It is common to consider this stage as the job of your customer service team. Don’t make that mistake! Your entire team, including sales and marketing, should be involved in delighting your customers. Several of the team members here at Outspoke attended a professional hockey game recently as an aspect of building our culture. They had no idea what to expect. However, as the game progressed, the goals started to pour in. The final score was 7-1 for the good guys. The game exceeded their expectations. You can do this for your customers as well if you make their post-purchase experience memorable. That is how you will inspire life-long loyalty.
A common follow-up to making a sale is a survey. It’s logical to ask your customer how their buying experience was when it is still fresh in their mind. One problem you will face is crafting a survey that your customer will want to take. Surveys don’t typically inspire feelings of excitement. How can you make them attractive?
Try adding an offer to your survey that will excite your contact and make them WANT to take it! A frequent tactic to incentivize your survey is attaching a discount of some sort. This can take many different shapes depending on your business. For example, Garbanzo Mediterranean Fresh, a fast-casual food chain in the U.S., will offer their customers a free side of falafel on their next visit if they fill out a quick survey about their dining experience. Customize the discount you offer to your buyer personas. What would they value?
Your discount offer doesn’t have to be extreme. Offer a free consultation or a discounted rate on one of your services. Giving a customer some of your time for free can go a long way to making them loyal to your brand. Consider these statistics
- 84% of U.S. adults are loyal to retailers and 82% are loyal to product-brands. (Source: Fundera)
- 65% of a company’s business comes from existing customers. (Source: Fundera)
- A 2% increase in customer retention can lower costs by as much as 10%. (Source: Small Business Trends)
HubSpot defines smart content as, “aspects of a website, ad, or email body that change based on the interests or past behavior of the viewer.” When you can customize your customers experience with your brand, you are well on your way to delighting them. Make their buyer’s journey as personal and tailored as possible. This will help you stand out amongst the competition.
The Inbound Methodology is all about making customer interactions more human and helpful. Using smart content is not as difficult as it may sound. Using cookies stored in your visitor’s browser, you can identify previous behaviors and preferences. Aspects such as user device, preferred language, and IP address are all valuable pieces of information. Once you have certain information, if a contact meets any of the smart content triggers, the content will act accordingly. For example, your site copy may change to “Welcome Back Karen”. Imagine seeing a customized welcome message like this. This would definitely catch a lot of visitors off-guard, in a good way.
Did you know, 67% of consumers engage with a brand’s social media for customer service needs? One of the first applications most people think of in terms of a business social media account is customer service. Today’s customer is more vocal than ever before. They voice their praise and frustrations on social media, often waiting for a business to respond to them.
HubSpot’s platform includes tools, like Twitter streams, that help you to monitor certain keywords related to your brand and business. This can help you to anticipate customer issues and respond accordingly when they reach out to you on social media. This is a critical step for the delight stage.
Bringing it all Together
Only 7% of consumers say that their service experiences with a company exceed their expectations (HubSpot). This is a great chance for your company to stand out. Don’t end the relationship with your customer too early! Focus on delighting your existing customer base and they will love you for it.
If you made it here, you should have a good understanding of the inbound methodology. Thanks for letting us lead you on this journey. We really believe that the process of Attract, Convert, Close, and Delight works. We have a multitude of experience when it comes to applying this methodology to our client’s businesses, with great success. Interested in connecting with us and seeing how all of this could apply to you? Work with us!