200 million Americans have registered on FTC's "Do Not Call" list.
44% of direct mail is never opened.
86% of people now skip through TV commercials.(Source: Mashable)
People are now tuning out and immune to traditional marketing tactics. Consumers nowadays know exactly what they want and are more in control of what information they want to receive. This massive shift in consumer behavior explains the decline of traditional outbound marketing and the rise of inbound marketing.
Marketers used outbound marketing to seek customers via print ads, TV and radio commercials, and cold calls. Whereas with inbound marketing, you let customers come to you. This is where having the right content in the right place at the right time could do wonders for your marketing campaigns. Inbound marketing is organic, honest, and more personal. When done properly, your inbound marketing strategies can turn site visitors to customers and customers to brand ambassadors.
1. Get Found/Attract
In order to attract genuine traffic to your site from search engines, blogs, social media, and other published articles, you need to have the most relevant, personalized content that make people keep coming back for more. The right content speaks to prospective customers, address their concerns and issues, and answers their questions. Optimize your search engine keywords, produce quality blog content, leverage social media sites to increase your chance to get found by your potential customers.
2. Convert
Collect site visitors' information and convert them into qualified leads. You can use lead nurturing tactics such as calls-to-action buttons or links that connect visitors to your landing pages. Once visitors fill out information forms on landing pages, they become leads that allow you to advance with more interactions.
3. Close
Now all you have to do is to convert leads into customers. Here, you can optimize CRM (Customer Relationship Management) practices to deliver quality customer service whether providing the right information for queries or dealing with issues and complaints. You may use email marketing to respond to any customer's specific interests with related email newsletters. Keep track of your social media followers' activities and conversations and follow up with useful information and tips. Build customer loyalty and trust to help make the conversion process smoother.
4. Delight
In this stage, you are looking to convert customers into brand ambassadors/advocates. Provide smart, valuable contents that can hold the interest of customers. Always find out customers' feedback and suggestions through surveys or social media conversations. Pay close attention to their likes and dislikes and reach out with the most relevant information. Make them fall in love with your brand and services. Then, you can count on them to share their positive experiences and spread the good word, all on your behalf.
So, do not get stuck behind with outbound marketing.
Move forward with inbound marketing and get a second chance to make the first impression.
May Mandy Han
