Attract, Convert, Close and Delight in Inbound Marketing speak essentially mean that in order to get visitors and customer to your site you must attract strangers, convert visitors, close leads and delight customers. Inbound Marketing is a term coined by Hubspot, a company who have captured the essence in how to attract the ideal customer.
These four marketing actions show the process of attracting the right customer by knowing who they are, attracting them with your content, converting those visitors into leads, ‘closing’ those leads, and finally delighting them with products that they love.
What does this mean for you? We at evolve believe that in order to perform these actions you will need the right tools to begin. Here are some of the keys things you will need to know:
How do I Attract the right customer?
Keywords: When customers begin buying online they start with entering a keyword or most of the time, a question into Google search bar. By finding out what these relevant keywords are and integrating them into meaningful content and links you provide, you can attract the ideal customers.
Search Engine Optimisation: Using the keywords along with relevant content allows you to optimise your website to entice the right visitors to the correct area of your site.
Blogging: An informative blog that has relevant content and is interesting to your customer will align credible information with your brand: You become an Authority.
Social Media: There are lots of social platforms online some of which have a unique selling point (USP) that suits the persona profile of your ideal customer. Sharing your blog content enables interaction on networks where your ideal buyers spend their time.
How do I Convert customers to leads?
Once you have the attention of the audience you want, now it’s time to ask for some contact information. Here are a few of the tools to do this:
Calls to Action (CTA): these are buttons or links that encourage visitors to ‘take action’ such as download content, or enter their email addresses.
Landing Pages & Forms: Brings people into a specific location as a result of a CTA. They are directed to landing page where they can now submit information such as email, name and address.
How do I Close leads into real customers?
There are marketing analytic tools that you can employ to close leads:
Email: Now that you have their email and basic information you can now send interesting and relevant content directly to them, helping them get ready to buy.
Marketing Automation Systems: These software systems allow you to sit back while they do all the work. They contact your leads at the right time and provide them with the right content to secure that sale. Customers are scored based on their probability to buy. All you have to do is keep an eye on these scores and get ready to make sale. Also, they show you when to change the content to make sure you customer isn’t getting bombarded with similar repetitive content.
Are you customers in Delight?
Your customers have bought your product and are happy, right? But Inbound marketing doesn’t end there. In order to achieve customer satisfaction and provide ongoing customer service to keep them coming back, you must keep them in ‘delight’.
Social Media: You can keep your customers in the loop through posts, but also use the platform for real-time customer service.
Email & Marketing Automation: Keeping your customers up-to-date with your interesting content and new products.