How Does Inbound Marketing Delight Customers?
After completing step three of the Inbound Marketing methodology and closing your lead as a customer, you may think you’re done. What else is there to do? You already have your customer. However, there is one final step in the Inbound Marketing methodology - you must now Delight your customers.
Throughout the Inbound Marketing process, you have slowly moved from proving to your potential customers that you KNOW the solution to their problem to proving you HAVE the solution to their problem to proving you ARE the solution to their problem. This has allowed you to turn strangers into visitors, visitors into leads, and leads into customers through each phase of the Inbound Marketing methodology.
In this final stage, you now need to encourage your customers to SHARE that you are the solution to their problems. You need to turn your customers into promoters who will share the word of their experience with you. The best way to accomplish this? Delight your customers.
How Do I Delight My Customers?
After you have closed your leads to customers, you can’t stop there. You need to continue to prove your worth to your customers and delight them with additional content and recognition. After all, multiple studies show that it costs a business at least five times less to retain a current customer than gain a new one.
By focusing on customer retention through delight you will encourage these customers to SHARE your worth with others and potentially gain even more customers. Some ways of continuing to delight customers can be done through:
Social media is a great opportunity to encourage customer interactions after closing leads. People routinely go to social media to post reviews on company’s products or services. In fact studies show that over 50% of customers are likely to post positive comments on social media sites after interacting with the company.
By being active on your social media accounts, you will be able to interact with these positive reviews by thanking your customers and delighting them even further.
Another area of delight on social media is through customer service. People expect instant access to companies and many of them do this through social media. If customers have questions or complaints, you can answer them quickly and accurately on your social media accounts.
This quick action will delight your customers and will encourage them to share good words about your business. Since it is in a public forum, other potential customers will see that you respond quickly and professionally to any issues and be encouraged to work with your company.
A final way to delight your customers through social media is by continuing to post relevant information like you did in the Attract phase. Attracting customers and delighting customers is one and the same in this particular instance. You want to continue posting educational and valuable information that will be relevant to both potential customers and current customers.
Email marketing is another way to delight your customers after close. One way to do this is to continue to be personal in your email interactions with these customers. Send them personalized emails thanking them for becoming a customer. If they continue purchasing your products or services, consider sending out a VIP client coupon or reward to delight them for continued service.
Studies show that over 60% of consumers have made a purchase as a result of email marketing. By staying in touch with your current customers and delighting through email marketing, you can encourage them to continue to make purchases from your company.
A final way to use email marketing after you have delighted your customers is to ask them to share your products or services. Ask them to review your products or services on sites like Google My Business or Yelp. You could even offer a special coupon or discount for posting a review.
If you have worked hard to delight them and turn your customers into promoters, they will have no problem sharing their delight with others.
Reputation management serves two different purposes in the Delight phase of the Inbound Marketing methodology. First, it can be used as a way to connect with customers who have already posted neutral or negative reviews online or reported them to your company. Although these customers are unhappy, you have a chance to delight them with your response to their issue.
When you receive these reviews, do not brush them under the rug. Address them in a calm and professional manner and ask for contact information to personally try to remedy the situation. If you handle these reviews correctly, you stand a much better chance of creating a positive second experience for these customers and delighting them with the hopes of turning them into promoters.
A second use for reputation management is to gauge your reputation from customers before they even have a chance to express their feelings online or elsewhere. This can be done through a net promoter survey. These surveys ask customers simply how likely they are to recommend your company or product to others.
By gaining the answer to this question, you can tell how many of your customers you have delighted and turned into promoters. You can then ask the customers who aren’t as happy what you could have done differently to try to delight them or use the information for future interactions.
Importance of Delighting Customers Using Inbound Marketing
After you have closed a customer, you cannot just ignore them or assume they will remain a customer. After all, there are many other options these customers have for any needs they may have in the future. You must continue to provide them with valuable information and personal treatment to gain their trust and keep them as a customer.
If you do you job correctly to delight these customers, they will become promoters. Since people do most of their research online, it is extremely important for your business to have customers as promoters. People take reviews and online reports seriously, so the more people you have advocating for your business, the better off you will be.
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Written by Amy Silberman
Client Success Manager