It is always a great asset for any marketers when they are successfully able to convert strangers to their promoters with time. It is the result of the effective nurturing process that the marketers have invested in customer buying cycle.
Every business needs to generate the key practices that will in turn bring them to the platform or the place where they actually want to be. The availability of Inbound Marketing strategies today, helps the marketers / businesses to plan and approach the customers effectively in order to fulfill their buying requirements at the right stage of the Marketing Funnel.
The Stages of Marketing Funnel:
Today about 70% of the customer journey is complete even before sales team approaches them. At this point, Inbound Marketing has a great role to play when it comes to reach the customers effectively.
Inbound Marketing is not only restricted to the reach building, but it also tries to attract buyers for sales. It consists of several strategies that involve attracting and converting visitors into customers through personalized, relevant information and well-crafted content. The inbound marketing strategies are framed with one goal to persuade the visitors to act and turn them into their loyal customers through their reach building efforts. Once they have achieved to win a loyal customer, it is very likely that these customers will turn promoters for them with time.
Any business existing in the market often undergoes problems at either of the stages of the marketing funnel:
- How to attract more visitors to the website (Top of Funnel)
- How to convert visitors into targeted Leads (Middle of Funnel)
- How to convert Leads into the end Customer(Bottom of Funnel)
All these problems demands the continuous solutions in order to keep the customers engaged with the business offerings. There are number of reach building ways that are practiced under Inbound Marketing :
- Email opt-ins
- Communication on Social Media
- Content Marketing
- White Papers
Under all these channels, the main goal of the marketer is focused on creating effective combination of contents that will keep the customers engaged with their offerings. Effective content always educates and engages the customers with information that they are looking for. These content are designed in a way that they effectively attract the audience to the website, convert them into leads and then nurture these leads towards sales.
Once the marketer is able to fulfill the information requirement of the customers at these stages of the funnel, the customer then stays with them and often starts promoting their offerings further.
There are 4 effective stage that helps marketers to convert the strangers into promoters:
Attracting does not relate to attracting each and every customer. But, it is focused on getting such customers who are of the conversion value to the company. These customers are attracted by various channels such as:
- Keyword Optimization
- Social Media
At this stage, the marketer creates blogs with useful content and tries to expose the customers to these contents by placing them on the relevant social media where the customer presence is seen. Customer today are well informed with the product through their research, so the content that are designed for such customer should always focus on the exact information the customer is looking for.
Once the customer is attracted to the message and has seen the content that are altered exactly as per their requirement, they start engaging with the content. Now its time to convert these strangers into the desired customer for the business. This is mainly done by creating effective:
- Landing Page
- Forms to contact
All these conversion tools helps the customers to connect with the business offerings. The main goal here should be to give the relevant CTA that will take the customer to the landing pages that they are exactly looking for. This correct exposure of message will help the customer to interact with the website effectively.
Closing the sales is not an easy task for any marketer. Lead nurturing plays a very vital role in this stage.
Lead nurturing is the process of developing relationships with buyers at every stage of the sales funnel, and through every step of the buyer’s journey. It focuses marketing and communication efforts on listening to the needs of prospects, and providing the information and answers they need.
The effective ways for lead nurturing are through:
- Well planned personalized content based on the buying cycle of the customer.
- The content designed in any form either ads, email etc. should support multi-channel as today customers are exposed to messages on their mobile or tablets more than their desktop.
- Nurture for a longer time. Today one time exposure to the message does not result in sales immediately. It is very essential for the marketer that they keep nurturing customers regularly for a longer period of time in order to create a favourable response towards their offerings.
Closing the sales is not actually the end of the sales process, rather the main effort of the marketers starts from here. It is very essential for any marketer to retain the customers after the actual sales in order to create a favourable reputation of the company. Customers are delighted when they are satisfied with the product or service they use. At this stage the marketer can ensure the satisfaction level of the customer by scaling the same and for this they can provide the customer with the thank you or review pages.
There are various strategies that are designed within Inbound Marketing for delighting the customers. Few effective ways are:
- Build Relationship
- Stay connected via Email Marketing
- Continue to provide information on the new added features of the product / service, or even the new product range
- Connect through Social Media and share the relevant information with them
- Always deliver what you promise. When the customer experiences exactly what they had been promised for, they are more than delighted and they turn to be promoter of the product and helps in generating more leads.
Inbound Marketing strategies that are available to the marketer helps them in great way in delivering the information that the people are looking for and further to connect with the customers and attract them to their offerings.
As the buying habits of the customers have changed online, the approach used to attract the customer, convert them to leads and finally turn them into delighted one has also changed. Inbound Marketing strategies is of great help in this scenario as it works effectively towards these goals at various stages with effective tools especially targeted to fulfill customer satisfaction.
Happy customer always gives desired ROI (Return On Investment) and further such delighted customers gets converted as the promoters for the business, product/service.
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