Those resources so integral to inbound marketing answer questions and address pain points during every stage of the buyer’s journey, with this methodology striving to achieve three main objectives:
Grab the attention of the right people by deploying content and conversations that frame you as a trusted advisor worthy of engagement.
Align insights and solutions with customer pain points, with the ultimate goal of getting them to buy from you.
DelightMaintain a connection through helpful support, empowering customers to remain satisfied with their purchase.
Inbound Marketing Strategies
Inbound marketing efforts start simply enough with the creation of content. This can take the form of well-researched blog articles, dynamic content offers, and engaging social media posts. The key differentiating factor between a strategy that works and one that stalls is the value it does or doesn’t provide. Guides about how to use a product or service, an extensive blog delving into the specifics of how you solve a customer’s specific problem, positive testimonials from previous customers, promotional offerings and discounts—this is all content that provides value, and attracts customers.
Writing and publishing blogs alone won’t necessarily reach your target audience.
But here’s one of the most important rules of attraction: Writing and publishing blogs alone won’t necessarily reach your target audience. For that, you must optimize your content with an SEO strategy. Here, you target specific keywords and phrases that represent your efforts to serve customers and are related to your products or services. The more keywords you target on a consistent basis, the more your content will organically appear on the search engine results page (SERP) of a customer actively searching for something related to your business.
Following the production of content, continue your flywheel’s momentum by keeping the lines of communication open. Engage with leads and customers, to build beneficial (and profitable) long-term relationships, by focusing on customer service. Here, you’ll need to handle and manage inbound sales calls, and always be 'solution selling' rather than 'product selling.' Remember that the customers will be searching for you and calling you—this means they are already so-called 'right-fit' customers, and you only need to ensure you close the deal!
So you’ve attracted customers, engaged with them, and (hopefully) seen the relationship through to the buying portion of the customer journey. After the purchase is finalized, delight customers with strategies that establish your team as advisors and experts who can step in to assist any customer, at any time. Chatbots and surveys can net customer feedback and glean invaluable insights to help you improve processes. And even if your business doesn’t receive any tangible benefits, your delighted customer, handled properly, can become a brand advocate and unofficial promoter.
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