Turn visitors into repeat customers in 4 steps using inbound marketing
Customer’s expectations are continually changing, even in the B2B sphere. Lead generation techniques which would have wowed your sales team even just a few short years ago now fail to impress. Inbound marketing is a modern approach which meets these changing expectations. Here we break down how we turn visitors into repeat customers in 4 steps using inbound marketing.
Lead nurturing isn’t just a clever sounding phrase. Your potential customers need to be looked after the entire way through the buying process. Whilst there is no definitive timeline on how long this process may take, there are four clear stages.
The first stage, which can actually be the most difficult for a lot of start-ups and SMEs, is to get visitors who are interested in your product or service to your website. We call this qualified traffic. Quality over quantity definitely applies here.
In order to attract this specific type of visitor, you should create helpful, insightful and useful content such as blog posts and videos. Think about what your target audience wants to read and make it. You can use tools such as Google Trends to gain insights into keywords or Answer the Public to find specific questions your potential visitors are asking Google.
Remember, you’re not selling here, you’re helping. Approach this from the perspective of, ‘you’re leading experts in a field and are producing content which can help’ rather than, ‘I have a product for you’.
Top tip: You should also include a subscribe button to your blog so you can email links to your content later.
In this stage, we’re going to turn the visitors from our previous stage into leads. They’re on your site, which means they’re likely to be interested in your product or service.
We know from our B2B Digital Marketing Trends of 2020 article that today’s customers are spending longer than ever on the research phase of the purchase.
Here is a great opportunity to really flex your industry expertise. The content in this stage is going to be much more in-depth. And, whilst we gave away the content in previous stage for free, in this stage, we’re going to require an email address at the minimum from your visitor. Ideally you should also capture other information such as telephone number and business name.
Place tempting CTAs (call to actions) at the button of your stage one content linked to enticing landing pages designed to capture the information of your most interested visitors.
Top tip: ebooks and webinars work great as lead magnets.
At this stage, we’ve made our sale. So, job done right? Not quite. We’re now focusing on building loyal customers who adore your service and, if done well may even become ambassadors for your brand.
In the post sale stage, the content changes once more. Offer access to information reserved for your customers; how to improve their skills, how to get the most out of your product or service or in-depth guides. You can also offer access to events, gatherings or social networks. This all depends on your industry (and budget of course) but it can be the difference between a one time purchase and a repeat customer.
Top tip – a holistic approach across all the marketing channels at your disposal will be really effective. Does your automation system integrate with your social channels? If not you should consider implementing one that does. Check out software providers such as Dotdigital.
Whilst this might sound daunting to setup, the effectiveness of a well executed inbound marketing campaign vastly outweighs that of an outbound campaign. It’s also something which can be refined over time. Ensure you monitor and adjust your campaigns against KPI’s.