Engaging Current Customers

We talk a lot about how to engage prospects and net-new buyers, and it’s probably one of the most important factors in creating a successful marketing campaign – but there’s another side to closing the deal. What happens once the contracts have been signed, once the products been installed, once the the prospect has become a customer is just as important as all the steps that get them to that sage. Your current customers are far more than just the deals that have closed; they’re your evangelists, your reviewers, your customer success stories, and your demonstration of how much and how deeply you’re invested in the success of the businesses who buy your products. They’re important – and the relationships you’ve forged with them throughout the buying cycle should continue into the post-sale period and beyond. To learn more about engaging your current customers, join us for our webinar ‘Creating a Customer Journey: Marketing that Doesn’t End at a Sale‘ on February 22.

Here are five ways to keep the fires burning and engage your current customers:

  1. Use nurturing campaigns to go for the up sell opportunities and keep your customers in the loop.
    Nurturing campaigns have some great uses, and one of these is keeping your current customers up-to-date with new products, promotions and special offers just for them. You can build out several nurture campaigns: one for customers who’ve recently completed a purchase that is intended to welcome them and get them on-boarded with their new products, and one for customers that have been customers for a year or more that offers support, a place to connect with other users, and information on new products that might be of interest to them. You can also send out emails to commemorate milestones in your relationships with your customers.

  2. Share the love: highlight customers who are doing well with your products and make them the voices of your brand.
    Your customer stories are more than just another way to create content – they’re also important factors in the peer review process for your prospects. Using these to create a library of targeted content by industry and business size and scope is a good way to target prospects who might be wondering how your products and services can help them in their specific industry. Highlighting these prospects is also a good way to continue to develop those relationships with them. From guest speakers on your panels, to hosting sessions at conferences, offering your most engaged current customers the opportunity to speak to others who leverage your products or services is a critical part of building trust with your prospects and with your clients at large.
  3. Offer your customers a platform to come together and engage one another to build a community around your product.
    While conferences and panels are an amazing way to continue to grow your customer relationships, so is creating a place where customers can come together and talk to each other. A user group website, forum or even a group on LinkedIn can give your current customers a place to build a community around their use of your products. Groups like these might be officially started by your company – or they might originate with your customers. Either way, it’s important to find a balance between contributing to and supporting these groups and allowing your customers to support each other as part of the trust-building process.
  4. Touch base with regular 1:1s.
    Checking in with your current customers regularly let’s them know that you’re still invested in their success. It also makes sure that any customers who might be feeling less enthusiastic get a better customer experience by being kept in the loop and given opportunities to voice their concerns. Regular check ins also keep you up to date with those important milestones we talked about. You don’t need to send a personalized email every week, but making sure your current customers hear from you directly in a personalized email once per month or even every three months will help you stay on top of user anniversaries, contract renewals, and other important dates in your customer’s calendars.
  5. Emphasize the importance of ongoing success in your content and interactions.
    Each time you follow up with your customers – whether through a nurturing campaign or through a personalized email, make sure that you demonstrate how important their success is to yours. You’ve gotten them through the sales process, and now a new chapter has begun in post-sales. Let them know that you’re with them for the long haul, that you want their feedback and you want to help them grow. Displaying a vested interest in their success will help you keep that hard-earned trust and can turn your customers into brand champions.

For more on how to maintain the post-sales relationship with your current customers, join us for our webinar “Creating a Customer Journey: Marketing that Doesn’t End at a Sale’ on February 22.

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