GX Framework
Section IIID: Global ARMS
Your shops and EC are now completely ready to receive and convert inbound customers.
We haven’t actually reached out to inbound… yet
Until now, we put the focus internally so that if we catch an inbound customer, we have the highest chance to convert them.
PR, SEO, MEO, Overseas EC, Marketing this is how we'll grab them.
Your brand might be top 5 in Japan, but the rest of the world probably doesn't know about you... yet!
This is the meat of the "intentional" phase. It's well, being intentional about our target. Specifically what the inbound customers are searching for when they land in Japan.
“Kids yukata kyoto”
Let's say that I'm an American on vacation in Kyoto with my kids.
We're going to look at sakura tomorrow and I saw some kids walking in cute yukata.
I want to get the same thing for my own kids, so what do I do?
Search: "Kids yukata Kyoto".
If you sell kids yukatas in Kyoto, your brand better be the top result!
Then, if they click the link, it should take them to a landing page full of travel tips for families in Kyoto. Advice, recommendations, and a strong reason to visit your shop should all be on the page. Put a discount coupon or a bonus incentive to lead them to your doors.
If you exceed their expectations, they WILL tell their friends about you. Then those friends will tell their friends, and those friends will tell...
Collect reviews and UGC to further boost WOM and grab more and more inbound customers.
By now, we've successfully moved from inbound from lucky to intentional. More inbound customers are coming in the shop and more of them are converting to sales. But this is still not enough to go outbound. We need another type of inbound customer:
Inbound repeaters.
To unlock this, we need to give your brand legs.