Since I’ve been writing weekly blogs about inbound marketing, I’ve started to see it everywhere.
And I mean...everywhere. Like, even in places you’d never expect. The truth is, if you look for it, too, I’ve got a sneaky feeling you’ll find that inbound marketing, actually, is all around. Sometimes, where you’d least expect it.
You know what I’ve realized in the wake of my holiday season merriment? Santa Claus is a gosh darn master of inbound marketing! (I gotta watch my language if I want to stay on the nice list this year).
Now before you click away or start leaving me comments that I should lay off the eggnog (never!), hear me out.
Below are 5 Reasons Why Santa Claus is a Master of Inbound Marketing
1. He knows his audience
First things first, inbound marketers know their audience. They strategize by creating buyer personas, which are complete profiles of their ideal client or customer. They then work, tirelessly, to align their content to their personas’ buyer’s journey so that they can ensure they receive the right information at the right time.
Sound familiar? Santa sees you when you’re sleeping, he knows when you’re awake, etc., etc., you know how it goes. Who is more aware of his audience’s needs, wants, thoughts, and feelings than Santa? Seriously, you can’t get more aware than omniscience.
2. He gives his audience what it wants
In the world of inbound marketing, content is king. Inbound marketers constantly use content to gift their readers with information. I say “gift” because they do it essentially for free, and it’s usually wrapped...in a landing page.
This is why it’s so important to develop buyer personas and know your audience. You need to know exactly what your audience is most likely to Google, and how you can provide the answers, all of the answers, until your brand becomes the answer.
How is this done? Research. Polls, A/B testing, competitor research, everything you can think of, even straight-up asking a satisfied client like you’ve got them sitting on your knee.
Santa uses the latter technique. It’s kind of his trademark. He sets up camp in shopping malls, sits youngsters upon his knee, and straight-up asks them what they want for the holiday. He also has children send their lists to him at the North Pole. Then, he delivers the exact gifts they wanted under the holiday tree, wrapped in a bow, for free.
3. He promotes his content
After curating and creating top-notch edutaining content that’s sure to attract, convert, close, and maybe even delight customers, it’s imperative to deliver the content through some vehicle. That can be a blog, social media, email, newsletter, whatever. Just get it out there somehow. Promoting your content is how you get visitors to your site. Without content promotion, your entire content strategy is essentially pointless.
Santa’s delivery vehicle of choice is a sleigh pulled by 8 flying reindeer and 1 superhero named Rudolph (let’s give him the respect he deserves!). He flies his sleigh from house-to-house and, literally, delivering gifts. If Santa took all year to make his naughty and nice list, learn his audience, and build personalized toys, it’s all for naught if he doesn’t have a delivery strategy, unless he really wants to waste money renting a storage unit for all of the undelivered presents.
4. He qualifies his leads
If the content strategy is working, it should begin to pull in leads. Inbound marketers identify a lead by seeing who’s interacted with their content in a meaningful way; Either by opening a gift by filling out a form on a landing page, or by making multiple site visits. The next step is to qualify the leads with qualifying questions like the BANT qualification framework.
Qualifying leads is a key way marketers ensure that the sales team isn’t reaching out to cold leads, or wasting their time, and the lead’s time, with a sales process that is unlikely to amount to anything. This way sales only interacts with leads with the potential for a good fit.
Santa also qualifies his leads by making his list and checking it twice to find out if you’ve been naughty or nice. He and his elves spend so much time making toys in their workshop, they want to make sure they have the right kids on the naughty and nice list.
5. He continues to delight
Even after attracting and qualifying leads, and even after turning them into customers, inbound marketers are not done. It’s actually more cost effective to keep current customers happy than to obtain new customers. So, a key part of the inbound marketing strategy is to constantly think of new and creative ways to delight your current customers.
Why? Delighted customers are likely to become promoters for your business and brand by sharing positive experiences with their friends, family, and clients. Current customers are highly valuable assets, so keep them happy!
Be like Santa in this way. Even after kids become grown-ups, they continue the Santa Claus tradition with their own kids. The Santa Claus legend is passed down specifically because people were so delighted by him as children that they want to share this feeling with the next generation. Santa is the undeniable master of turning delighted “customers” into promoters, and we can probably learn a little bit from him about spreading cheer.
I think I’ve made a pretty convincing point that Santa Claus is one top-notch inbound marketer. He knows his audience, he finds out what they want, he qualifies his leads, he delivers, and he delights. The lesson here is, be like Santa Claus, and you, too, can be legendary.
Happy Holidays and Happy New Year from Stratus Interactive!
Jenna is a content writer at Stratus Interactive and is currently a graduate student studying for her M.A. in professional writing at Chatham University. She started blogging as an angsty high schooler and wrote and developed a blog as her capstone project for her undergraduate degree in English. Now she gets to do it as a job! See all Jenna Enright's posts.