Symbolized by the popular four leaf clover, St. Patrick’s Day means a lot of things to different people. A religious holiday, a celebration of an ethnicity’s history in America, or a reason to party, there are many reasons to love March 17. We would like to add one more: St. Patrick’s Day is a great chance to review how B2B companies can successfully close the customer loop with inbound marketing.
How come we can do this? Why is the four leaf clover lucky – not only for the Irish, but for just about anyone involved in digital marketing?
Just like St. Patrick used the four leaf clover to teach about Catholicism, we use the four leaf clover to demonstrate what HubSpot calls the “Four Marketing Actions”. Complete these actions well, and you won’t even need the four leaf clover’s luck!
Lucky Clover Leaf 1: Attract
Driving qualified traffic (the types of people who are most likely to buy your product or subscribe to your service) to your brand’s digital properties is an essential component to digital marketing. Smart marketers know exactly what these types encompass; they create buyer personas or buyer profiles that include goals, challenges, and typical problems to which the brand’s offering is a solution, as well as general demographics that describe the ideal buyer. For B2Bs, this information includes job title and description, goals for that position, challenges that individuals face when trying to accomplish this goal, and reasons why that individual might turn to the brand as a solution.
Knowing what an ideal buyer needs – and needs to know – makes it much easier to build enticing attractions that will guide them to your brand. What are those attractions? Content. Blogs, social media accounts, landing pages, and optimized web pages are all great content pieces that will attract that qualified traffic.
Lucky Clover Leaf 2: Convert
Most B2Bs have a longer sales cycle. While expecting a first-time online visitor to make a purchase is a little unrealistic, you do want to make an initial interaction that you can follow up to move them closer to a purchase. Creating opportunities to collect visitors’ contact information – converting that traffic into leads – is crucial to facilitating this process. Usually, conversion is a give-and-take process; offering a visitor an exclusive gift, such as a promotion, or extensive content piece in exchange for their contact information is the best way to organically establish the initial conversion. How do you create these exchanges? Create compelling calls-to-action, contact forms, and email contact are all useful to converting.
Lucky Clover Leaf 3: Close
Compelling your leads to purchase your product or service is how brands make their profits; it’s easier to do so online when you have established an inbound marketing rapport with a lead, and you use certain tools and tactics to ensure that you’re speaking to each lead at the right time. Action-triggered automated emails, a lead-scoring process, and greater insight into a customer relationship management (CRM) system can all help you and your team create customers out of leads.
Lucky Clover Leaf 4: Delight
Here’s that lucky fourth leaf that takes a clover – or an inbound marketing strategy – and elevates it to something truly special. When that lead makes a purchase and becomes a customer, your job isn’t finished. In order to compel them to make repeat purchases, and to increase their lifetime value to your company, you should continue the process you’ve already begun with them: deliver unique, relevant content. Furthermore, strategies such as customized calls-to-action, social media, and email campaigns will keep then keep them informed and involved with your brand. This system will increase their trust and loyalty to your brand, and will make you a go-to solution for that customer.
Inbound marketing takes a lot of work: strategy – and sometimes a tiny bit of luck. And yet, at the end of the day, this is precisely what sets great brands and marketers apart. Keep that four leaf clover handy, and you’ll reap the benefits of a well-built inbound marketing strategy!
Need help with figuring out how to best apply the “four leaf clover” strategy to your brand? As a HubSpot Partner, inSegment is qualified in inbound digital marketing strategy and execution. Make your own luck and contact us today to get started down the right path!