InBound Series 6 of 6: Delighting the Customer
In this series, we’ll be looking at the InBound approach and how it affects the content we produce and publish. This six-part series will include:
It’s also the most enjoyable part of the process (in my opinion).
But, it’s not only about content, is it? Delighting a customer takes much more than a few well written emails and landing pages. It’s a culture. It’s your entire team (whether that’s just you, or you and a team of 10,000 employees). Customer service isn’t a department, it’s a culture...it’s a company...it’s a philosophy. Corporately, a single customer call may seem small, but to that customer, it’s the BIGGEST thing about your company in that moment. It’s the thing that shows that customer if value is earned (or not).
How do you get your employees to delight the customers? You delight them. Find ways to help them understand and believe in your mission. (As cliche' as this is, yes, you actually need a mission statement. But, it has to be more than a statement if you're going to create the larger experience for every customer.)
At this point, you might be asking, “Why do I want to delight our customers in the first place? Once the sale is made, why does it matter anymore? " (Surely you're not actually asking this... but... just in case you are...)
The obvious benefit is that you get to keep the customer who is delighted. Win!
A less obvious, but possibly even more valuable benefit is that by delighting your customer, you’re encouraging them to spread the word. Part of the delight strategy is selfless - you are going above and beyond to make a customer for life. But, once you do that, and you have given the customer a reason to promote your business, hand him/her the microphone and step out of the way! Win! Win!
Now, let’s ask a better question of you since you're a savvy marketer and would never question why you should delight your customers in the first place. Assuming your customer is now ready to tell the world, HOW do you hand over the microphone?
The answer can be found in the very first installment in this series on InBound Marketing. You simply live where they live. Not only will they find you there, they’ll promote you there - when you deserve it.
More specifically, if your business has a website (it better) and you publish a blog with regular articles (content is critical to the InBound approach), then you have a solid foundation to build from. Think of a wagon wheel, the kind you'd see on a covered wagon, one with a hub, 10-12 spokes, and the wheel on the outside. Your website/blog is the hub. That’s what supports it all. But, without the spokes, the wheel won’t move. You need spokes.
The spokes come in a lot of different sizes, and you have to pick the ones that fit your wheel the best. Build it too large, and it won’t fit very well at all...too small, and it’ll slow you down and tilt you sideways. There’s a place in the middle for you and your customers that works. You just have to find it.
An example of how to size your spoke might be found in a simple Twitter account. The tools you use to measure your spoke to length are customer and prospect expectations and needs. Maybe a decision to engage with video (or not). It could be a decision about how often to post...or when. If your audience is largely stay-at-home parents, posting during the afternoon nap window might be best. A professional executive might more likely check social media accounts on Friday's after lunch.
Elements of a good marketing plan will take into consideration the personas of your ideal customers. If you know your customers, that certainly makes it easier. If you aren’t quite sure, start the process of discovering who you should be targeting with your content. If you’re not sure where to start, there are loads of resources online that can help. I’ve linked to a few of them below if you’d like to check them out.
Delighting your customers takes dedication. And, while it’s so much more than content, it certainly includes your content. Be bold and write great content!
- User Experience Perspective
- Creating Personas for Business
- Building a Better Blog (Personas)
- Interesting Editorial about Building Personas
That’s the end of our series on the InBound methodology. As always, feel free to reach out if you have any questions or want to chat about working together on some great content!
Let me know if I can help with your content needs.