how to attract, acquire and retain customers using inbound marketing
TRANSCRIPT
How to Attract, Acquire and Retain Customers Using Inbound Marketing
Garrett Smith, [email protected]
So you want to successfully market and sell online?
There’s a lot to learn…
Because done right, there’s a lot to it
But before we go too far, let’s get some background and perspective
Inbound marketing is different from the way most people view marketing
Push Versus Pull
Traditionally products were created, marketing was applied and messages
were pushed through controlled media
Inbound marketing focuses on pulling customers in
By providing them relevant knowledge, expertise and convenient experiences….
Sort of like fishing….
• Through research you find where the fish (customers) are,
• Based on the fish you find (and where), you choose the right rod (channel), hook and bait (content),
• Then you throw it out there for the fish to see (distribute)
(We catch big fish)
Inbound marketing
The process of using content, search engines, social media, email, lead
nurturing and marketing automation to attract, convert and retain customers.
The inbound marketing process
Attracting customers online
First starts with researching where you customers are online and what
they need
There are a number of tools
Today there are a number of tools that help you find where customers are,
what they are looking for and what they want!
Here’s a few examples…
Once you know where customers are and what they want
It’s time to create content and cast it out to the internet audience
AKA Content Marketing
Content Attracts Strangers Here’s Content They Like
• Blogs
• Videos
• Guides
• Infographics
• Whitepapers
• Case Studies
• How-to’s and Tutorials
• Reviews
• Comparisons
Content Marketing forms the basis of SEO, Social Media, PR and
Thought Leadership
Here’s how it works
A Simplistic Look
Content Published
Indexed by Search Engines
Promoted on Social Media
Content Found and or Shared
by FansVisitors Arrive
Content Marketing is not the only way to attract customers
There are dozens of other ways to pull in customers to your products
and services
Internet Marketing
Comparison Shopping
Marketplaces
Affiliate Marketing
Webinars
PodcastsVideos
Email Marketing
Remarketing
Display Advertising
Attracting visitors is the first battle
Now you have to convert them into customers…
Creating Qualified Leads
Converting Visitors Takes Skill Here’s What’s Involved
• Landing Pages
• Calls-to-Action
• Forms
• Downloads
• Lead Management
• Conversion Analysis
Converting visitors can take many forms
Based on who and what you are marketing online, your conversion
process will vary, but…
Here’s an example of how it works
Marketing doesn’t stop once a lead is generated
Not all leads are created equal…
Creating Customers
Knowing When to Strike is Key Here’s What’s Involved
• Lead Scoring
• Nurturing or Drip Campaigns
• Phone Calls
• Marketing Automation
• Closed-loop Reporting
Converting a lead to a customer involves both art and science
Most visitors do not convert after the first visit, interaction or download.
Interested doesn’t mean buying today.
Leads Need to Be Scored
Leads Need to Be Nurtured…
So that sales can close!
Let’s take a step back and take a look at how this all fits together
Here’s a few ways to look at this process visually
A marketer’s job isn’t done yet
Once you’ve turned a stranger into a customer, you now need to turn them into a
lifetime customer. Or at least get them to help you acquire more customers ;)
There must be nicotine in your service. I can’t stop coming back for more.
Turning One Sale into Many
And Customers into Promoters Here’s What’s Involved
• Service Experience
• Customer Surveys
• Email Newsletters
• Deals, Coupons, Promotions
• Social Media
• Call Campaigns
Consistent contact, messaging and interaction creates advocates
Post sale marketing efforts turn customers into repeat buyers and repeat buyers into promoters that advocate your brand to the world.
Also, it doesn’t hurt to be awesome Or remarkable at what you do
And so the cycle continues
Marketing never stops. There’s always another funnel. Another offer.
Something that needs to be optimized.
If you want to learn more
< ----- Read anything by him
Or try it out for yourself…
Garrett Smith
Founder
Pitch + Pivot
716-256-1700
@garrettsmith