How much time have you spent on a solid strategy for customer retention in 2014?
In all of the hype of attracting, nurturing, and converting prospects, it’s sometimes easy to forget the true key to sustainable growth: obtaining lifelong customers. The type customers who will not only provide a consistent source of revenue and save on training and implementation costs, but will provide insightful recommendations for product enhancements and even bring in new prospects by giving testimonials and recommending your product to others.
Customer retention is an crucial aspect of any business’ strategy, and one that all too often gets placed on the back burner. Luckily, marketing automation can help. That’s right, contrary to popular belief, the benefits of automation don’t end when a deal closes. Let’s take a look at how three particular features of marketing automation can help you keep your current customers satisfied — and telling their friends.
Using Prospect Tracking to Improve Content
It’s all about 1:1 marketing, and personalization is just as important in marketing to your current customers as it is in bringing new ones on board.
If you have a check-in call with a current client, check their recent activity before picking up the phone. Have they downloaded content recently that pertains to a certain topic? This could be an area where they’re struggling, or simply something they’d like to learn more about. Having this information can help you ask the right questions and lead to a more valuable check-in — particularly if you have a few other helpful and relevant resources on hand to share.
Also, don’t forget to ask them how useful your content was to them and how it could’ve been more so; this is an invaluable opportunity to improve the quality of your content and make your investment in content creation worthwhile.
Using Lead Scoring to Identify Brand Evangelists
As Mathew Sweezey discussed in last week’s episode of our Smarter Marketing video series, lead scoring is an excellent way to quickly and easily identify your brand’s biggest fans — and this is powerful information to have for several reasons.
Your customers with the highest scores — those who regularly download and share your content, interact with your social media accounts, etc. — are a priceless resource for you. They can provide social proof, give credibility to your sales pitch, and ultimately serve as brand evangelists. So use lead scoring to identify these individuals and begin building relationships with them, rewarding them for their loyalty and asking for feedback and testimonials.
Using Lead Nurturing to Help Customers See Additional Value
The drip marketing capabilities that marketing automation offers can be utilized for far more than just nurturing cold leads. In fact, there are several ways to use lead nurturing tracks to help your current customers see more value from your product — and this is what’s really going to keep your customers satisfied when it comes time for contract renewals. Check out our blog post, 3 (More!) Unconventional Uses of Drip Campaigns, to learn how you can build nurturing campaigns to cross-sell, upsell, or just provide helpful content introducing your customers to the more advanced features of your product.
What are some other ideas for effectively reaching your current customers with marketing automation? We’d love to hear from you in our comments section!