Focusing on top of the funnel activities designed to attract and convert prospects might seem logical when you're starting out with inbound marketing. But there are two big problems with this approach: first, it takes time and a lot of effort to ramp up your traffic and start generating quality leads; and second, you’re leaving money on the table if you’re not maximising the value of your existing customer base and ensuring your churn rate is as low as possible from day one. Instead, ensure your campaign gets off to a flying start and shows a quick return on investment by prioritising the delight stage of inbound and marketing to your customers first.
Why Delighting Your Customers Is A Smart Strategy
Delighting your customers isn't just marketing fluff. Just ask Tony Hsieh who built a billion dollar company around providing the ultimate customer experience. The stories of just how far Zappos will go to make a customer happy are legendary.
But in case you need convincing here are some quick stats:
- The probability of selling to an existing customer is 60 – 70%. The probability of selling to a new prospect is 5-20% – Marketing Metrics.
- It costs 6–7 times more to acquire a new customer than retain an existing one – Bain & Company.
- On average, loyal customers are worth up to ten times as much as their first purchase - White House Office of Consumer Affairs.
- A 5% reduction in the customer defection rate can increase profits by 5 – 95% – Bain & Company.
- A customer who has purchased twice is 9 times more likely to convert than a first time buyer – Adobe
- Your loyal top 10% of customers spend 3 times more per order and the top 1% spend 5 times more than the other 90% - RJMetrics
- Customers who rate you 5 on a scale from 1 to 5 are six times more likely to buy from you again, compared to ‘only’ giving you a score of 4.8. – TeleFaction data research.
- 70% of buying experiences are based on how the customer feels they are being treated – McKinsey.
Delight Is Everyone's Responsibility
The delight stage of the inbound marketing methodology is where you provide such a great experience for your customers that they become raving fans who are happy to buy more from you and recommend you to others. But delight isn't just something you should aim to do after someone becomes a customer.
At its core, inbound is all about providing a remarkable experience at each and every stage of the buyer's journey - answering your prospects' and customers' questions, solving their problems and helping them achieve their goals. In that sense, delight is everyone's responsibility - marketing, sales, customer service and after-sales support and it's something that's hardwired into the way you do things right from the very first contact.
Every single interaction your prospects and customers have with you feeds into their overall experience. And it's the accumulation of positive interactions that builds trust, ensuring your customers stick around longer.
However, in this post I'm going to focus on the bottom of the inbound funnel - the process of turning customers into advocates.
4 ways you can delight your customers
1. Provide advanced content just for them
Continuing to educate and help your customers solve their problems is one of the main goals at the delight stage of the inbound marketing methodology. That means providing advanced content just for them in the form of:
- email tips on how to get the most out of your product or services
- how-to videos
- product updates and new features
- online training
- exclusive webinars
- blog posts and whitepapers on more advanced topics.
Use customer nurturing email sequences to alert your customers to this helpful content like these examples from B2B software company Lead Forensics:
2. Follow Up With New Customers
Make it standard practice to follow up with all new customers to make sure everything is OK and answer their questions. They are bound to have a ton of them! Point them in the direction of helpful FAQs and other resources on your website like this example from inbound website evangelists Growth Driven Design:
3. Use surveys to get customer feedback
Surveys are a great way of checking in with your customers from time to time to find out what additional help and features they want. For additional brownie points tell customers who respond how you’ve used their feedback to improve your service. Here's an example from GoDaddy:
4. Set up a user community
User communities that give your customers a place where they can discuss issues and share content with their peers, troubleshoot problems, get product advice and keep up with the latest industrytrends are a wonderful way to build deeper connection, engagement and loyalty. They are also a fantastic source of community-sourced ideas and insights into current and future needs that you can use to inform product and service development.
One of my personal favourites if the Spiceworks community (bacon and zombies optional):
How do you delight your customers?
Share your favourite strategies in the comments below.