By: Nick Valego
Most people don’t enjoy being cold-called or getting dozens of junk emails from some unknown mailing list.
Even if it’s something relevant, people receive things better if they come upon them themselves. This is what inbound marketing is all about — bringing your audience in through customer-first marketing.
What is inbound marketing?
Inbound marketing is the idea that it’s more beneficial in the long run to foster good relationships with customers, rather than push stuff on them and hope for a positive reaction.
It’s about tailoring your marketing and service around the customer. It draws people in to see what you’re all about.
But it goes beyond simply attracting customers — inbound marketing revolves around a philosophy of doing more for your customers. They need to be enriched by a business’ offerings, not simply satiated.
Creating content designed to help potential customers and address their needs and wants generates interest and credibility. The goal is for customers to walk away from an interaction feeling like the company catered to them.
How can I utilize this strategy?
Many strategies for inbound marketing fall under one of three umbrellas: attracting, engaging or delighting strategies. The full circle is key to customer satisfaction.
Attracting strategies rely on producing content that provides value. Provide your audience with advice, resources or information on why your solution is the answer to their problems. Search engine optimization is also a great way to get more eyes on your work and lend your brand unity.
Engaging strategies revolve around positive customer interaction. This can come from sales calls, customer service, social media or any number of channels through which customers interact with your brand. User-generated content such as contests and giveaways also show that your brand cares about its customers even after they may have purchased.
Finally, delighting strategies — making sure customers are supported and content after they’ve made a purchase. Having expert advice on hand and being willing to work with customers even if business might not come out of it are two examples. Realtime chat capabilities are another way to show the customer that you’re there for whatever they need.
This sounds like a lot of work.
And it is — but it’s vital to building a loyal customer base and positioning your brand as the only one to solve their problems. It takes time and effort, but the payoff can be immense. And the 1893 Brand Studio can help with this.
Organically bringing customers in, engaging with them and ensuring their satisfaction produces better long-term results than simply pushing branded content at your audience.
Through web development, graphic design, photo/video and campaign services, we combine traditional storytelling with modern marketing strategies that leave a lasting impact on your audience. Contact us today.
