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How To Delight Customers Using Inbound Marketing

Joey Dye
By Joey Dye - August 23, 2016

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To be truly successful at inbound marketing, you need to go beyond just satisfying customers and move toward delighting them. This is not just a job for customer service specialists either. It’s a job for the whole team. At every touch point with the customer, you should be focused on providing a remarkable experience.

As a marketer, you may wonder “how can I delight customers if they are not even customers yet”? But the truth is, the customer experience starts with a person’s first interaction with a brand. Here we provide 4 ways you can start increasing customer delight today.

Surveys

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Online survey are a powerful marketing tool. They are perfect for gathering product feedback, developing buyer personas, and gathering data for use in content offers, such as ebooks, whitepapers, and infographics.


There are several tools you can use to help craft your marketing surveys. The most popular are: Survey Monkey, Surveygizmo, and Getfeedback. Review this article to discover the best survey tool for your business.

Tips for Building Successful Surveys

  • Determine Your Goal for the Survey. When designing a survey, you need to determine why you are creating the survey in the first place. A good survey will have objectives that are easily understood. Doing this upfront and planning ahead of time will help ensure you receive useful, actionable data.
  • Keep Your Survey Short & Focused. Try not to make your survey too long. You will get higher response rates from a shorter survey, which will help to ensure accuracy in your results. Also, make sure your questions are focused. Toss out any questions that aren’t centered on meeting your objectives. Try to keep your survey below 5 minutes, and you should be fine.

 

Additional Survey Resources
The Ultimate Guide to Using Surveys in Your Marketing
How to Design a Marketing survey that Yields Legitimate Results


Smart Calls-to-Action

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Calls-to-action are buttons or links on your website that drive visitors to a landing page. They are great for getting your visitor to perform a particular action on your website, but they work even better when they are personalized. Some marketing automation tools, like HubSpot, allow you to personalize the design and copy of your CTA based on lists.

Create Lists Based on Prospects, Leads, and Customers.
Your contacts change over time, so make sure your CTAs reflect that. Segment your contacts based on lifecycle stage to target your CTA to their particular needs. For instance, you could offer your top-of-the-funnel visitors an ebook, while your sales qualified leads may prefer a product demo. You can learn more about how to value your leads here.

Additional Smart CTA Resources
How to Create a Smart Call-to Action Based on a Contact List
5 Smart Calls-to-Action that Make Visitors Click

Social Monitoring

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Social media monitoring tools are great for tracking mentions of your brand and engaging in relevant conversations with current and prospective customers. Social media is social after all, so you shouldn’t just be publishing to a channel without engaging with your followers.

There are several ways you can use social media monitoring tools, such as listening to what’s being talking about, responding to critics, or engaging in the conversation. Some of the most popular social media monitoring tools include: HubSpot, Mention, and Hootsuite.

Social Media Monitoring Tips

  • Prioritize Conversations. Before engaging in social monitoring, you will need to figure out exactly what you want to monitor. Social monitoring is keyword based, so you could choose to monitor a particular brand, product, competitor or industry. Focus on what is most important to your business.
  • Listen First. When you find a community of people talking about your specific brand or product, don’t just jump into the conversation. Make sure to listen first. Otherwise, what you say may not be relevant. Pay attention to the vernacular and how influence is expressed, so you can ensure your messaging resonates.

Additional Social Media Monitoring Resources
Social Media Monitoring Strategies
Top 10 Tips for Social Media Monitoring


Delighting customers is a competitive advantage for many companies. Make sure you aren’t losing out on potential opportunities to delight your customers using these tools and strategies mentioned above. For a complete training on how to succeed at each stage of the inbound marketing methodology, check out our Beginner’s Guide to Inbound Marketing.

beginner's guide to inbound
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