Attract (and keep) the customers you want
THE TACTICS YOU USE TO MARKET YOUR PRODUCTS AND SERVICES HAVE THE POWER TO MAKE OR BREAK YOUR BUSINESS. NITA CHILDS FROM WHAT THE FOX CREATIVE SHARES HER INSIGHTS AS A HUBSPOT CERTIFIED INBOUND MARKETING EXPERT TO HELP OTHERS STEP INTO THE 21ST CENTURY OF MARKETING.
Whether you’re ready or not, the marketing world has been disrupted – your customers’ behaviour has changed and they are tuning out of traditional marketing. Modern customers are wise to old, out-dated marketing methods. You know yourself how easy it is to skip television ads, hit ‘unsubscribe’ from email lists, trash direct mail and ignore cold calls. It’s official: the old marketing playbook is dead.
Enter the solution – inbound marketing!
In order to attract the right leads and convert them into loyal customers, you need to provide something they love. Delight comes before devotion, and inbound marketing is an effective tool to connect those dots in your customer’s journey with you.
So what is inbound marketing?
According to the experts at Hubspot, ‘Inbound marketing is a holistic, data-driven approach to marketing that attracts individuals to your brand and converts them into lasting customers’. In my words, it’s a measurable, precise and empathetic method of marketing that taps into your customers’ deepest wants and needs. Remember, delight comes before devotion to your brand.
Think about the push-marketing style of days gone by. Marketers and business owners interrupting potential customers with their message, using a garish web banner or loud television ad. This outdated methodology creeps into modern digital platforms too. How annoying is unsolicited Facebook ad ‘spam’ that’s irrelevant to your interests?
Inbound marketing works because it’s a more targeted and welcome way of creating the experience people are looking for. It adds value to your customers’ lives. When you use inbound marketing, it’s like marketing magic; your customers will come to you.
Statistics irrefutably back this up. Inbound tactics generate 54 per cent more leads than traditional marketing. Better yet, when you use the right technology to automate your inbound marketing, attracting, nurturing and converting new customers is highly economic and virtually effortless.
Here are Nita’s top four tips to transition to inbound marketing in your business.
1 – Every marketing activity should be dictated by your customer persona
As Nita mentioned earlier, inbound marketing is all about:
Attracting strangers to your website
Giving them something they love (Hello, Delight!)
Converting them first into customers
Ultimately creating brand advocates (Score! Devotion)
So, the first thing you need to figure out is who are you targeting, and what it is they love.
Chances are that you’ve probably already heard of the term ‘buyer persona’. You may have even already spent time around the whiteboard nutting your personas out. Buyer personas are a semi-fictional representation of your most valued customer.
They are also one of the most important aspects of an inbound marketing strategy. Why?
Because buyer personas are the potential customers you are trying to reach and who you are creating content for. After all, you don’t want to attract any old stranger to your website – you want to attract the right strangers, as these are the people who are going to be most interested in what your business has to offer.
Therefore, every single piece of content on your website should be aimed at attracting, converting, closing, and delighting your persona. There’s no way around it; you’ve gotta know what makes them tick.
2 – Create killer content that is super generous
The formula is actually pretty simple. By publishing the right content, in the right place, at the right time, your marketing becomes relevant and helpful to your customers – not interruptive.
As a customer yourself, you know how this feels. Compare your delight at receiving the perfect advice on a blog article, right before you needed it, to the pesky telemarketer who calls right on dinner time and needs to be told umpteen times that you’re really not interested.
Once you have a clear idea about who your customer is and what their needs are, it’s time to craft some creative content offers that are relevant, helpful, and fun for your readers.
These offers don’t need to be complex and you don’t have to be an accomplished wordsmith. But they do need to address a problem or interest that’s relevant to your target audience. This could be a simple blog article, helpful tip on social media or small downloadable resource.
The next step is sharing your amazing content on the right platforms, at the right time and in the right style. Sound scary? I promise, it’s really not.
Every single piece of content on your website should be aimed at attracting, converting, closing and delighting your persona. There’s no way around it; you’ve gotta know what makes them tick.”
3 – Create an unforgettable user experience
When designing your website, it’s important to start with the end in mind. Consider how the buyer will feel from their first impression of your homepage, to how you want to interact with them post-purchase.
Every step of this journey provides potential opportunities to add value to your customers’ lives (delight) and create longevity in your relationship with them (devotion).
By intimately understanding your customers’ needs and interests, you can create an unforgettable user-experience (UX) on your website. UX design makes your website easy for customers to navigate, creates engaging journeys and appropriately asks customers to share their details with you.
Taking this one step further, you can create enticing calls to action (CTA) throughout your site. CTAs guide your customers through the decision-making stages of purchasing. Remember though, your goal is not to interrupt or ‘push’ people into taking action. It’s more of a gentle nudge.
Appropriate placement of these CTAs involves an empathetic consideration of where people are in their decision-making process at various locations on your website. This effectively means that you are asking people to take action when they feel ready.
The result? A natural, comfortable conversion process that helps you to build trust with your audience.
4 – Spread your content far and wide
You’ve just created super-generous content that delights your customers and fulfills their wants and needs, so what now?
You need inbound marketing! Used artfully, it’s my goldstar marketing recommendation to get your word out to the right people.
There are many tools and options to choose from. After all, inbound marketing is multi-channel by its very nature because it approaches people where they are, when they want to interact with you. Here are some key channels to consider:
Social media: Gone are the days when Facebook was merely fun and games. Social media is now a fully-monetised marketing machine and provides an incredible platform for connecting with your customers.
Landing pages: Landing pages improve conversion and are rewarding for clients because they save time without having to search around your website. Hot tip: Keep forms on landing pages succinct and match the amount of information you ask for (i.e. form fields) with the value of content on offer in exchange.
Automated workflows (email): Many new email opt-ins may come from cold leads. However, by nurturing new leads through autoresponder email funnels, you can create delighted, devoted customers! This also reinforces your brand experience by rewarding your users and making them feel like they have made the right decision to connect with you. It’s worth it – nurtured leads make 47 per cent larger purchases than non-nurtured leads.
Ultimately, these channels work synergistically to attract, delight, coNvert and close a purchase with your customer. With the right inbound marketing, you can even gain a devoted brand advocate who will repeat this cycle again!
By following steps 1 to 4, with a heart of service and total empathy for your customers’ wants and needs, inbound marketing will transform your business into a powerful magnet for loyal, delighted customers who are begging to do business with you!
MEET THE FOXY TEAM
What The Fox is a team of experts who share a passion for planning, designing and developing everything you need to make your business dreams come true. These creative specialists are impressive as individuals, but when you put them all in the fox den together, there’s nothing they can’t do.
Affectionately known as ‘Mumma Fox’, Nita’s primary focus is on client strategy and education – so rather than keeping all of her oodles of knowledge held tightly to her chest, she sprinkles it around like fairy dust.
Along with delivering strategies in workshops and one-on-one with clients, Nita also oversees the creative and strategic direction of all work at each touchpoint of the business, making sure the goals discussed at the welcome stage are followed through to the end of the campaign.
“Often at What The Fox we’ll have lots of different clients who have quite large multifaceted projects and my superpower is being able to jump between those projects and know exactly where the tweaks need to happen.”
A designer by trade, Nita can nail the aesthetic of a campaign, while her experience in marketing means she can couple that with a killer strategy. Nita also has a background in education, which explains why she’s so passionate about helping people learn and apply that knowledge through a tailormade strategy.
“Make your brand and marketing stand the fox out!” Adrian says, and boasting 24 years in the design and sales industry he sure knows what he’s talking about, so you better make sure you listen (if you want your business to stand out from the crowd). Adrian brings a witty perspective and expert wisdom to the WTF team and is in charge of guiding the clients on a successful journey and making sure his team continually surprise and delight their customers.
In his past life, Adrian managed a creative team, a design studio and a team of account managers and production staff for ANZ past nine years.
“I have always had a passion for art, design and people; studying Visual Arts at The University of Melbourne where I graduated as a secondary school art teacher,” he says.
“But my path soon changed as I started work as a freelance Graphic Designer for a three-month contract that turned into four years. From there I professional developed working in print production, customer service, account management to my last role as a contract manager in charge of a $30m portfolio of design, print, warehousing and logistics for the ANZ Banking Group nationwide.”
Lead Brand Strategist
“I make sure a brand is working towards its strategic objectives across all channels – from the offline experience to digital marketing and beyond!”
As Lead Brand Strategist, Natashya orchestrates multi-platform experiences that are informed by a deep understanding of customer value. Possessing a super-fine superpower of creating customer value (and stalking people on Instagram!), Natashya’s golden rule for social media is to “express your brand’s personality and make your posts beautiful. Professional photography and design will attract more far eyes than blurry DIY artwork”.
With a double bachelor degree in Fine Arts (Fashion) and Business (Advertising), Natashya knows a thing or two (or three) about transforming businesses into beautiful brands.
“When I graduated from uni I started a fashion label with a retail boutique and international wholesale accounts. After five years of designing, pattern making and sewing, I discovered that I enjoy creating brands more than dresses! So I enrolled in a graduate Law degree (part time) to strengthen my understanding of the commercial landscape and started creating brands with the team at What The Fox!”
Jasmin is a gun designer, responsible for the visual style of your project at What the Fox, and draws on her diverse background in visual and graphic arts, marketing and copywriting with national brands including The Australian Ballet, The Melbourne Times, Sony Ericsson, Cadbury and Schweppes.
When it comes to branding, Jasmin says simplicity and consistency are king.
“Your brand is more than just your logo so it pays to consider all of the supporting elements that help communicate your message, whether it’s colour, typefaces, photography or tone, developing a consistent look and feel to these elements all help to reinforce your brand.”
While Jasmin now possesses incredible experience in graphic design, she originally studied painting and printmaking at Queensland College of Art, so has a well-rounded creative background and the ability to draw on that knowledge whether it’s a branding, print or digital project.
Lead Digital Designer
“What do I do? I’m a digital designer and developer – I make stuff!” Patrick says humbly, but it takes a special kind of creative-oriented tech geek to sling code while producing websites that are beautiful. Patrick is that man.
“My superpower is organising information. I’ve always loved solving puzzles and trying to figure out what information should be included on a website and ‘how’ it should be organised is one hell of a puzzle,” he says.
While Patrick now proudly pops on the foxy ears, he has worn many hats – having started with an accounting degree, then moving to Canada to take on the role of a youth worker before returning home and studying design. Patrick landed his first job as a digital designer in 2009 and started picking up mad skills in web development (it’s hard to have one without the other). Since then he has immersed himself in the industry, working his magic within creative agencies and in-house at internationally-renowned Food Matters.
Talk to Nita about optimising inbound marketing for your business:
Phone (07) 5443 7743