Author Kurt Schauer
Venice, 1480 - a revolution that is not so small: the atmosphere is seething, stacks of books are being burned. The arguments are the same as today when people discuss the "to be or not to be" of the Internet. The power of knowledge in the digital world is one thing above all: valuable relationship building.
“Shouldn't we ban this new medium with all the uncontrolled mass texts?” The printing press suffered the same fate over 500 years ago as the Internet does today. Aldo Manuzio was something like the Steve Jobs of books back then. His goal: to make books accessible to everyone.
Unlimited access to information, to research products or services and to satisfy the desire for new stories.
Today's Venice of the media is in Silicon Valley. The hawkers are alarm-red pop-up ads, and the market is the Internet.
Pretty impersonal and annoying? Not if you visit the dealer you trust - the one who always provides you with good tips, high-quality goods and the latest stories.
Inbound marketing: score points with high-quality content
The advantage of the Internet over the good old book? - The Internet is not a one-man show. It enables a two-way give and take. And that is precisely where the potential for your company lies! While you present your products and services to the customer and offer real service and added value, you also gain valuable insights into the needs of your customers. What does the customer read? What do they click on? What terms do they search for? What are their pain points?
Now it's time to use these insights cleverly. With content that is precisely tailored to the interests of your potential customers, you can naturally generate traffic for your website - and thus prospects who can become satisfied customers over time. This is inbound marketing: one of the most effective marketing methods.
Make the website visitor a repeat offender
If you create relevance and value through targeted publications, all you have to do is ensure that potential customers return. Because customers rarely make their decision immediately. In their interaction with the provider, they go through various phases, each of which requires different marketing measures and suitable channels.
THE FOUR PHASES OF RELATIONSHIP CARE:
The goal: Be found through relevant and search engine optimized content. A blog on your website or a landing page with the right keywords offers the user help, inspiration, answers and creates trust.
Once the visitor has taken the bait, it is important to turn them into a valuable contact. Unique content such as project reports, tips, checklists, white papers or e-books are offered in exchange for contact details such as an e-mail address and can thus be used for further marketing activities via the CRM.
The getting-to-know-you phase is over. Now it's all about staying on the ball. Relevant information via email newsletters or targeted social media interactions strengthens the bond without being intrusive and motivates the customer to take action.
A company lives from a good reputation both offline and online. That's why you should continue to look after your customers even after the deal has been made. A positive recommendation - whether verbal, through customer reviews or via social media - increases the likelihood that other potential customers will become aware of your company and be attracted to your offers.
Any questions?
Hubertus von Kolkow
Head of Brand Consulting/Strategy
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