We've spoken a lot about our new ways of marketing - 'inbound marketing' - or 'content marketing' as some know it better as. In this blog in our Inbound Marketing 101 series, we're discussing the final fourth stage - "delight".
In line with many inbound marketing agencies, we share the belief of 'inbound methodology', as it's known, which is a cycle following four key marketing stages: attract, convert, close and delight.
This has been the most effective method of marketing since 2006, when marketeers really embraced modern technologies and accepted that the old 'outbound' ways, just weren't up to scratch any more.
The main goal with inbound is that by creating content that is suited to the reader's interests, you will naturally attract the traffic you'll need to convert and close over time. On top of that, you don't just end there, but continue to delight customers with continuously great content.
Previously, we’ve blogged in this series about “What makes an inbound marketing campaign?” and introduced you to all of the previous stages in the inbound cycle ("attract", "convert" and "close"), so today is the final one - “delight”!
“Delight” is when our work kind of gets a little easier. Well, we say that, but not really... You see, you've enticed, excited and fulfilled your customer and their needs - they're "delighted". Now though, they're spreading the word - ensuring you've got more work to do, in the end...!
Attract, Convert, Close & Delight explained...
Stage Four: Delight
Just because they're a customer and the deal is done, you shouldn't let that be the end of it. Encourage further engagement, conversation and create more great content for them. It will either create the opportunity for a new deal or encourage them to create a full loop - promote your company to new strangers.
'Delight' tools are some you've already been through:
- DYNAMIC CALLS-TO-ACTION: Like standard CTAs we've already explained, but on a whole new level. Exciting stuff. The CTA changes over time based on who is viewing the CTA and whereabouts in the lifecycle they are.
- SOCIAL MEDIA: Differing social media platforms offer the opportunity for different messages, styles of marketing and targeting various audiences. We use these platforms to give real-life updates and customer service live.
- EMAIL / MARKETING AUTOMATION: Existing customers can get remarkable content - that you know they'll be interested in - based on buyer persona, lifecycle stage and other gathered data. You can use this tool to send personalised messages with content that will engage with them further.
