Winning new customers
I use the Inbound marketing method as advocated by Market leaders HubSpot. Inbound marketing is a marketing strategy used to bring customers to you, rather than you trying to find customers and then retain them.
The main way that inbound marketing works is through a process of producing good content and content sharing. The content should specifically appeal to a target market and be so attractive that potential customers will want to return to your sites time and time again.
Inbound marketing works in the form of blogs, eBooks, podcasts, videos, webinars, SEO and social media.
How does this work?
Firstly, it is important that you know the following:
Who is your target market and who has actually visited your sites?
What do they want and why have they visited your sites?
Once you know these specifics, you can then tailor your sites to suit the needs of your potential clients.
Secondly, it is essential to create great content which attracts visitors to your sites. Once there, visitors will want to know if the information on your sites is relevant to them, and this will only happen if they feel that they have had their needs met and received answers to questions. You will know if this has been achieved if they return to your sites.
Thirdly, there has to be content across multiple platforms/channels which allows information to be easily shared, thereby ensuring that you reach as many potential customers as possible. The more informative, funny or relevant the content is, the more likely visitors are to return, interact and share the content.
Once you have the attention of a potential customer there has to be a call to action so that the customer knows the next step. Whether this is to get the customer to provide their email address to sign up for a subscription or access downloads.
By the end of the process, you should have enough information about potential customers and their needs to be able to turn their initial interest into sales.
Effective content sharing has a positive impact on your online presence, your brand awareness and your interaction with potential customers.
Inbound or outbound?
Outbound marketing is the traditional way of marketing goods and services through channels such as radio, television, print advertisements (including newspapers and magazines) flyers, brochures, telephone calls and emails.
Inbound marketing can be more cost effective as it allows you to pull potential clients from across multiple channels/platforms as opposed to going in search of them and with the rise in technology (especially mobile apps) inbound marketing can also make more of an impact locally, and globally.
When the potential customer becomes a customer, you should continue to interaction with them, asking them for feedback as well as keeping them informed of offers and promotions so that they feel valued.
Want to know more? Let's talk!