It’s easier to overlook, but when it comes to the Inbound Methodology, one of the most important components is the last one: Delight. You need to make the potential consumer feel like they’re being taken care of, even from the first moment they come into contact with your company. The easiest way to achieve this? Endear yourself to them. Make your brand a personable one, with the correct type of marketing. Two ways to achieve this:
Local Greetings
Don’t you just love when you get personalized greetings during holidays or special occasions? This is a tried-and-proven method, since no one can be angry at a “Merry Christmas from (so-and-so company)!” message. This method doesn’t directly bring in sales, since they don’t focus on selling, but it does make the brand a person instead of an inanimate entity. Let the consumer know that you care about their general well-being whether they’re a customer or not, so that when you actually do get in contact with the consumer, they’ll be less likely to respond negatively right off the bat.
Social Responsibility
No one can resist cute puppies. It’s true. So combine your marketing with Corporate Social Responsibility, and you’ll be sure to get positive feedback. As a company, create a campaign to raise money for the local animal rescue association, or volunteer for an environmental clean-up programme. The idea that we’re all a part of the same society, and that your company cares, is a win-win situation: you get to do something nice to give back, and also raise your company’s profile as a charitable organization. By holding a public donation drive for a local charity, too, you can increase social engagement between your employees and the public, helping them put a kind face to the faceless organization.
In the end, learn to market not only your products, but your company as well. It might take longer, but the positive feedback you’ll get will reverberate through your entire company, making everything you do better received.
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