Author: Kurt Schauer
Venice, 1480 – a revolution that was not exactly small: The atmosphere is simmering, stacks of books are being burned. The arguments are the same as today when the „to be or not to be“ of the internet is debated. Yet the power of knowledge in the digital world is above all one thing: valuable relationship management.
„Should this new medium with all its uncontrolled mass texts not be banned?“ The printing press fared exactly the same way over 500 years ago as the internet does today. Aldo Manuzio was something like the Steve Jobs of books at the time. His goal: to make books accessible to everyone.
Unlimited access to information, to researching products or services, and to satisfying the desire for new stories.
Today’s Venice of the media lies in Silicon Valley. The market criers are alarm-red pop-up ads, and the market is the web.
Pretty impersonal and annoying? Not if you stop by your trusted dealer – the one who always supplies you with good tips, high-quality goods and the latest stories.
Inbound Marketing: Scoring with High-Quality Content
The advantage of the internet over the good old book? – The web is not a one-man show. It enables a two-way give and take. And that is exactly where the potential for your company lies! While on the one hand you present your products and services to the customer and offer genuine service as well as added value, you simultaneously gain valuable insights into your customers‘ needs. What does the customer read? What does he click on? What terms does he search for? What are his pain points?
These insights must now be used cleverly. With content tailored precisely to the interests of your potential customers, you generate traffic for your website in a natural way – and thus prospects who can become satisfied customers over time. That is inbound marketing: one of the most effective marketing methods.
Turning website visitors into repeat offenders
If you create relevance and utility through targeted publications, you only need to ensure that potential customers return. Because in the rarest of cases, customers make their decision immediately. In their interaction with the provider, they go through various phases, each requiring different marketing measures and suitable channels.
THE FOUR PHASES OF RELATIONSHIP MANAGEMENT:
The Goal: To be found through relevant and search engine optimized content. A blog on your website or a landing page with the right keywords offers users assistance, inspiration, answers, and builds trust.
Once the visitor has taken the content bait, the goal is to turn him into a valuable lead. Unique content such as project reports, tips, checklists, whitepapers or e-books is offered in exchange for contact details such as the email address and thus made usable via the CRM for further marketing activities.
The getting-to-know-you phase is complete. Now it is about staying on the ball. Relevant information via email newsletters or targeted social media interactions strengthens the bond without appearing intrusive and motivates the customer to take action.
A company thrives on a good reputation both offline and online. That is why you should continue to look after your customers even after closing. A positive recommendation – whether by word of mouth, through customer reviews or via social media – increases the likelihood that more potential customers will become aware of your company and feel attracted to your offerings.
Do you have questions?
Hubertus von Kolkow
Head of Brand Consulting/Strategy
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