When it comes to engagement marketing, there’s nothing more powerful than building relationships. It’s about making sure customers know you care about them every step of the way. Then they’ll want to give you money.
Step 1: Visibility
WHAT? Get noticed. Not to just anyone, but the right ones. Break through the noise.
HOW? This is all about Persona Development by 1) creating your personas, 2) finding where they visit, and 3) knowing what they’re looking for. Use persona, customer, and market data. You want to reach your target audience and capture the people who want to know about you.
Personas. Personas. Did I say personas?
- Buyer personas
- Attribution model
- Inbound & Outbound marketing
Step 2: Attraction
WHAT? The first customer interaction. The first acknowledgement you exist. You want your personas to take more than 3 seconds to look at what you offer.
HOW? The difference between seeing (Visibility) and doing (Attraction) is creating content that attracts them. It’s educational, valuable and relevant content that makes them click with you and on your links. Write about things that address a persona’s desires and helps their situation. Here’s a tip: talk to each persona’s pain points.
Seeing vs. Clicking
Views vs. Engagement
Idle vs. Action
- Personalized content
- Persona research
- Content marketing strategy
- Attraction score (demographic & firmographic)
Step 3: Interest
WHAT? Velocity of Attraction: something you might call the “second look.” You can never go wrong with personalized nurturing. They gave you a chance – will they give you a second? Third? Tenth?
HOW? After that first download, click, comment, or read, don’t let them leave! If you did your homework, you have more to offer than just one e-book or blog or video. Use persona specific nurturing journeys to keep them engaged.
More content! Blogs, articles, e-books, demos, podcasts…
- Helpful content
- Marketing automation
- Customer control
- Compelling persona stories
Step 4: Relationship
WHAT? Finally! You get a genuine face-to-face interaction, online or offline. You can put a face (or voice) behind that name.
HOW? Goodbye automation, hello CRM. With the forces of sales and marketing combined, you can increase productivity and create a seamless, happy customer journey.
- Sales + Marketing (SLA) process
- Persona’s sales process
- Requirements for qualification (BANT)
- Sales funnel definition
Step 5: Commitment
WHAT? The Holy Grail. Customers make the final buy. Congratulations!
HOW? Now for the hard part: keep them happy. Engage. Support. Listen. Do anything and everything that has to do with customer service.
- Customer surveys & feedback
- Usage and Adoption analytics
- Anything to meet their needs
Step 6: Growth
WHAT? One word: advocates. Your customers want to evangelize about everything you do. And you won’t even have to lift a finger. This is the most overlooked step in the buyer’s journey.
HOW? Be on top of software renewals and subscriptions. Customer service and satisfaction is key every time. Go back to your existing customers. Be sure to fulfill their desires and go above and beyond their expectations.
Did You Know?
Acquiring new customers is 5 times more expensive than keeping old ones.
- Communities and reviews
- Marketing expansion
- Outline of existing buyer personas & segmentations
- Continuous engagement programs
- Loyalty programs
- Birthday celebrations
Everything sort of melds in together. One step to the next should never feel like a chunk of to-do lists. It’s an ongoing process of customer happiness.