How to Attract, Acquire and Retain Customers Using Inbound Marketing
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This document outlines the principles of inbound marketing, emphasizing the importance of attracting customers by providing valuable content and experiences rather than traditional push marketing. It describes the processes of attracting visitors, converting them into leads, and nurturing those leads into loyal customers, highlighting tools and strategies such as content marketing, landing pages, and email campaigns. The document insists that the marketing process is continuous, focusing on maintaining customer relationships and turning customers into advocates for the brand.
How to Attract, Acquire and Retain Customers Using Inbound Marketing
- 1. How to Attract, Acquire and Retain Customers Using Inbound Marketing Garrett Smith, Founder garrett@pitchpivot.com
- 4. So you want to successfully market and sell online? There’s a lot to learn…
- 5. Because done right, there’s a lot to it
- 6. But before we go too far, let’s get some background and perspective Inbound marketing is different from the way most people view marketing
- 8. Push Versus Pull Traditionally products were created, marketing was applied and messages were pushed through controlled media
- 10. Inbound marketing focuses on pulling customers in By providing them relevant knowledge, expertise and convenient experiences….
- 11. 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)
- 12. (We catch big fish)
- 13. Inbound marketing The process of using content, search engines, social media, email, lead nurturing and marketing automation to attract, convert and retain customers.
- 14. The inbound marketing process
- 15. Attracting customers online First starts with researching where you customers are online and what they need
- 17. 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!
- 18. Here’s a few examples…
- 19. Once you know where customers are and what they want It’s time to create content and cast it out to the internet audience
- 20. 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
- 21. Content Marketing forms the basis of SEO, Social Media, PR and Thought Leadership Here’s how it works
- 22. A Simplistic Look Content Published Indexed by Search Engines Promoted on Social Media Content Found and or Shared by Fans Visitors Arrive
- 23. 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
- 25. Attracting visitors is the first battle Now you have to convert them into customers…
- 26. Creating Qualified Leads Converting Visitors Takes Skill Here’s What’s Involved • Landing Pages • Calls-to-Action • Forms • Downloads • Lead Management • Conversion Analysis
- 27. Converting visitors can take many forms Based on who and what you are marketing online, your conversion process will vary, but…
- 28. Here’s an example of how it works
- 29. Marketing doesn’t stop once a lead is generated Not all leads are created equal…
- 30. Creating Customers Knowing When to Strike is Key Here’s What’s Involved • Lead Scoring • Nurturing or Drip Campaigns • Email • Phone Calls • Marketing Automation • Closed-loop Reporting
- 31. 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.
- 32. Leads Need to Be Scored
- 33. Leads Need to Be Nurtured…
- 34. So that sales can close!
- 35. 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
- 38. 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 ;)
- 39. There must be nicotine in your service. I can’t stop coming back for more.
- 40. 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
- 41. 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.
- 43. Also, it doesn’t hurt to be awesome Or remarkable at what you do
- 44. And so the cycle continues Marketing never stops. There’s always another funnel. Another offer. Something that needs to be optimized.
- 45. If you want to learn more < ----- Read anything by him
- 46. Or try it out for yourself… Garrett Smith Founder Pitch + Pivot garrett@pitchpivot.com 716-256-1700 @garrettsmith