Inbound Content Strategy: Embrace Return Customers
How Your Inbound Content Strategy Develops Repeat Sales
– Shout a little. Dance a little. Celebrate a little. You created an Inbound Content Strategy which successfully converted your Prospects into Customers. Congratulations!
Now, it is time to get back to work. Your job is not finished after that first sale. (Thus the ?little? bit shouting, dancing and celebrating.) The goal of your Inbound Content Strategy is to turn your website into a Conversion Machine.
You do not want to just make one sale. You want to make lots of sales. This is why there are not just three pillars of Inbound Content Marketing. There are four. (These are fondly referred to as the four ?Es.?)
So, after you are done Educating (E-One), Engaging (E-Two) and Encouraging (E-Three) it is time to Embrace (E-Four).
Embracing Existing Customers Is Vital To Your Inbound Content Strategy
Why is this fourth step so vital? Because converting Prospects into Customers is hard work. It?s expensive. Bain & Company has gone as far to say that acquiring a new customer is 6 ? 7 times more costly than retaining an existing one.
Partner that fact with Marketing Metrics? stated probability that an existing customer is over 50 percent more likely to purchase your product or service than a new prospect. Embracing existing Customers sounds pretty good, doesn?t it?
3 Inbound Content Strategy?Keys To Repeat Sales
Inbound Content Strategy Key 1: Customer Service
Nothing is more imperative to securing repeat business than a good customer experience. If your customers are not satisfied, chances are pretty good they will take their business elsewhere in the future.
One of the best ways to ensure you are delivering exceptional customer service is to incorporate follow up questionnaires into your Inbound Content Strategy. Not only does this show that you care about delivering high quality service, it gives you the opportunity to follow up and address any issues if and/or when they arise.
Inbound Content Strategy Key 2: Helpful Updates & Regular Touches
Your Inbound Content Strategy is not just limited to the content on your website. It encompasses all of your communications. Its success is rooted in sharing valuable information. This does not stop just because you made a sale. Keep sharing that valuable information.
When you make a sale, capture your Customers? contact information. As useful, pertinent information arises, send them alerts. This allows you to regularly touch (or reach out) to Customers so you can stay in the forefront of their mind.
Inbound Content Strategy Key 3: Share New Offers Tailored To Your Customer?s Purchasing Habits
Chances are your business does not just sell one product or service. Additionally, your business is probably growing and developing your selection based on changes in technology and your Customers? needs.
By tracking each individual?s purchasing habits, you can identify the additional and/or new times they would potentially find useful. This is when your Inbound Content Strategy gets really fun. This is when you develop brand loyalty by showing your Customers that you are paying attention to their needs.
Such personal attention develops a relationship where your Customers identify you as their problem solver. When this happens, Customer retention increases. New sales grow your Customer base. Your website turns into a digital sales force Conversion Machine.
To recap – one-time deals mean your business will constantly be scrambling to grow your Customer base. Instead, embrace your Customers to efficiently boost sales through repeat business.
Marketing Matters Inbound?is an inbound marketing firm specializing in online conversions, content?strategy, call-to-action mapping and traditional media placement. Our experience in?B2B digital?marketing?and traditional media allows us to deliver results through a strategic media mix. We believe in?aligning and merging marketing and sales/operations for optimal return on your marketing investment.
Leave a ReplyWant to join the discussion?
Feel free to contribute!