There are a ton of articles out there about the nitty gritty of a well run inbound marketing strategy. This won’t be one of them. First, in case you weren’t aware- inbound marketing is (as this article on Hubspot explains) about “creating quality content that pulls people toward your company and product, where they naturally want to be.” This differs from the “old school” form of marketing- outbound marketing- that involves cold-calling, buying leads, buying ads, and is very disruptive.
Operative phrase: “where they (future customers) naturally want to be.” Traditional definitions of customer service are providing service to customers during and after a purchase. This is no longer true. The gold standard of customer service in 2014 (and really, since inbound marketing became so effective) is to provide service to customers before, during, and after the sale.
Placement of your product or service where your future customers naturally want to be, where they are already looking for information makes it easy for them to find what they want and need. It’s like you standing up in a crowd of people with a huge neon sign saying “Hey you! I’m right here, ready to help you!” How can you not like someone jumping to provide service to you? Customers buy from people/brands they like.
So when it comes to your inbound marketing strategy, you need to adhere to the K.I.S.S. methodology.
- Know your customer profiles.
- Create remarkable content your customers (future and existing) can use and will benefit from.
- Tailor your online presence (website, social media, blog, email newsletters) to meet their needs, to give them the information they are already looking for.
- If you aren’t sure what they want or are looking for, ASK them.
By focusing on what your audience wants, you are providing good customer service even in advance of them making a purchase (this makes it the gold standard), you are building rapport, and in doing all of that, you are setting yourself apart from the competition as the leader of your industry- the world’s best, in fact.
Keep the customer in mind, and you’ll succeed.
For more information on inbound marketing, email firstname.lastname@example.org
Note: This article was originally posted on LinkedIn several weeks ago- just a heads up for anyone who thinks this looks familiar!