Attracting customers is sexy and exciting.
Keeping them in the fold? Well, not so much.
But amid fierce competition, customer retention matters to drive loyalty, reduce churn and maintain and grow revenue.
But many companies do a poor job of customer marketing.
• A monthly newsletter mostly featuring product updates. Boring.
• Referrals programs that offer modest rewards. Seriously?
• Case studies that don't tell good stories. Uninspiring.
It's not good enough, particularly given that acquiring a new customer is five times more expensive than keeping an existing one.
Over the years, I've spent a lot of time helping companies with top-of-the-funnel marketing.
But over the past two years, I've focused on customer marketing amid a more challenging economic landscape and less active venture capital market.
It was great to talk to Yaagneshwaran Ganesh on the SaaS Sprints podcast (link in comments) about customer marketing, newsletters, About pages, and brand positioning.
Here are some ways to improve your customer marketing:
Personalization communications based on a customer's preferences, behavior, and purchase history. It shows that you understand how your product is being used and that you want to deliver more value.
Loyalty program that offer rewards, discounts, or exclusive benefits to loyal customers. Make them feel wanted and special
Customer feedback and survey to understand their needs, pain points, and expectations. Truth be told, many customers are happy to share their ideas and feedback if you ask them.
Customer support and success teams that proactively help customers ensures a positive experience and higher satisfaction.
Personalized content marketing that addresses the specific needs and interests of individual customers. Again, it's about marketing that is relevant.
Email marketing featuring personalized content, updates, and special offers can keep customers engaged and informed.
Social media to engagement build a community, respond to queries, and showcase your commitment to customer satisfaction.
Customer advocacy and referral programs that encourage customer to become brand advocates and participate in referral programs.
Exclusive events and previews for loyal customers makes them feel valued and appreciated. Make them feel wanted and special!
Gamification in loyalty programs or mobile apps can enhance customer engagement and incentivize repeat interactions.
Looking for ways to improve your customer marketing? Book a free 30-minute strategy call.