Customer expectations have changed since the beginning of 2020. research shows that consumers have become more thoughtful and selective since the pandemic. They want to connect with the companies they buy from.
So where from? Inbound marketing does it all fit in?
When done right, inbound marketing caters to consumers at every stage of the business Customer journey. This makes the entire buying experience relevant to the individual buyer, which improves the overall customer experience.
In this article, we’re going to take a closer look at this and outline how you can use inbound marketing to Drive the ultimate customer experience.
But let’s start from the top first: what is inbound marketing?
What is inbound marketing?
Inbound marketing helps potential customers find your business by connecting them to valuable and tailored content.
not how Outbound marketing, it connects to the audience. This can take the form of ads, social media posts, emails, blogs, videos, webinars or even landing pages with Direct call widgets.
But how exactly can you target your marketing to consumers?
A word: Data.
Companies collect data about their customers and use it to create a personalized experience.
This data can be anything from age and location to consumer behavior on your website. All of this helps paint a picture of what consumers want when deciding what to buy.
Does inbound marketing improve the customer experience?
Yes, it does. But it’s not as easy as you might think.
As mentioned earlier, inbound marketing delivers relevant content to consumers by analyzing data. This enables companies to better understand customers and provide them with personalized content that is useful, relevant, and timely. This offers consumers a better experience.
In practice, however, inbound marketing is a complex process. It’s not always easy to analyze the data and deliver the content that consumers want.
So theoretically yes – inbound marketing can improve the customer experience. But it takes a lot of skill and experience to realize the full potential of inbound marketing.
How to use inbound marketing to improve the customer experience
Now let’s see how you can use inbound marketing to improve the buying experience for your customers, starting with the content.
1. Create a tailor-made content strategy
Your inbound marketing strategy should include: Content strategy.
Because you need to make sure that the content you create gets through to customers.
The content strategy should outline how to provide customers with information that they find helpful, without directly selling your service to them. Let’s look at a few examples to clarify what we mean.
Preply is a platform for learning subjects, languages or hobbies with online tutors. His blog is filled with relevant content without being overly promotional.
Take a look at this blog on how to use it English nouns in the plural as an an example:
The article enables the site to build authority on the subject and provides helpful information for the target group.
Another example is Create whitepaper, Which Spores.app does particularly well. The website offers white papers that will resonate with the audience it is trying to target.
As a result, it attracts the target group and positions itself as a reliable and trustworthy brand without being too intrusive.
So how do you create a personalized content strategy?
Here are a few tips to get you started:
- Identify your target market: The first step is to know who you are addressing. So take some time to identify your existing customer base.
- Plot the customer journey: Once you know who your customers are, you need to figure out how they move through your sales funnel. This will help you show them the right content at the right time.
- Think about how you want to reach them: Find out which platforms your customers are using. Do you use Facebook? Instagram? Youtube? There’s no point in creating content for platforms your audience isn’t using.
2. Use customer and company reviews
Customers want trust the companies they buy from. And with 34% Consumers, who always read online reviews before making a purchase, understand that reviews can influence consumer behavior.
But reviews don’t just have to be from other consumers. You can also create company reviews. This involves providing a detailed breakdown of a product or service to give consumers as much information as possible.
look at that CyberGhost VPN review from VPNGuru as a prime example.
Or this review of the best PEO companywhich enables the consumer to adapt the content to his requirements.
This type of review content not only shows consumers that you are a reliable source of information, it also scores well on search engines.
Because it mentions many top companies and has all of the keywords someone would use in their search for a particular product. It’s a win-win situation.
Best Practices When Using Reviews In Your Inbound Marketing Strategy:
- Keep your customer reviews up to date: Old reviews show consumers that your product or service is not in demand, which can be daunting. So make sure to showcase your latest reviews.
- Incentives for customer reviews: If you’re having trouble getting new reviews from consumers, provide an incentive. For example, you might want to offer a discount code for a future purchase in exchange for a review.
- Use quotes from reviews in your ads: Use clippings from your online reviews as part of yours paid advertising. This can be a great way to show consumers that your brand is reliable without being overzealous.
3. Make the most of SEO
Inbound marketing uses SEO to target keywords and phrases that your customers are looking for. This helps Bring consumers to your website and gives you a better experience when you get there.
Optimizing your website for SEO can be anything from creating specific landing pages to targeting key phrases to optimizing existing blogs.
But whatever you choose, keep in mind that using SEO for inbound marketing is not about getting as much traffic as possible. It’s about that. to attract Right Traffic to your website and provide them with the content they want to see.
Here’s how to use SEO as part of your inbound marketing strategy:
- Check your keywords and phrases regularly: Consumer needs are always changing, so make sure you do all the time Check the keywords and phrases you use and regularly check how the website is doing on the keywords you have chosen.
- Don’t forget to search: It’s not enough just to find the keywords you want to target. You also need to understand the search intent behind these phrases. If you don’t, chances are you are experiencing a high bounce rate and sub-par customer experience. Platforms like Search intent are a helpful resource.
- Create backlinks from high domain websites: When Build backlinks, make sure you contact high domain authority websites such as Quora Marketing. This shows Google that your website is trustworthy and helps your ranking.
4. Use an email marketing platform
Email Marketing Platforms allow you to deliver personalized emails to your audience. You can segment the audience and send email based on certain attributes. For example their age, location, purchasing habits or their phase in the customer journey.
And best of all, the platform does all of this for you automatically. But how exactly does it work?
Using the customer data you already have, you can segment your email subscribers. With this segmentation, the platform allows you to automate certain emails and send them to the right people at the right time.
Here is an example of an automated welcome email to give you an idea of what we mean.
This email was sent to a customer when they signed up for the email list on a company website. Nobody had to hand-send this email. The dispatch took place automatically via an e-mail marketing platform.
look at it Benchmark email to see what features email automation platforms can offer.
To Use an Inbound Marketing Email Marketing Platform:
- Segment your target audience: Group your target audience into segments based on the data available. This allows you to send tailored content to your audience based on your grouping. This could be previous customer interactions with your website, their order history, or one of their demographics.
- Align emails with the customer journey: Make sure emails are sent at the right time. The last thing you want is to send a welcome email to an existing customer.
- Follow the results: To make sure your email automations are working, keep track of the results. When customers aren’t Interaction with your email, you may need to return to the drawing board.
Use inbound marketing to your advantage
By relying on the power of inbound marketing, you can create the ultimate customer experience and not only attract new customers, but keep existing ones as well.
The tips listed above will help you provide your customers with a pleasant shopping experience that they will love to return to for years to come.
Joanne Camarce is a digital marketing expert who specializes in SEO, eCommerce and social media. She loves meeting new people and accepts unique challenges. When she’s not wearing her marketing hat, Joanne can be found honing her artistic and musical skills.