Several B2B companies spend a great deal of their marketing budget upon customer acquisition. While this is a good way to help your company develop, it isn’t the only way to keep your business and products or services top-of-mind.
One region companies often neglect to invest in is customer marketing. Ensuring customers are successfully utilizing your product or service and are satisfied after they’ve signed the contract can be a valuable way to make sure they stick around for the long haul. And lots of modern marketers know this.
But if you’re just learning about customer advertising, we’re here to help you understand the far-reaching benefits it can supply. In this blog, we talk about how you can build trust using a customer marketing strategy.
What is Customer Marketing?
Let’s start by identifying customer marketing. Customer marketing is a type of marketing that is focused on helping you keep your existing customer bottom engaged with your company. Rather than a transaction-based strategy, customer marketing utilizes a relationship-based approach. This relationship-based approach encompasses the entire customer journey , but primarily focuses on developing high-quality relationships through adopting, retention, expansion, and most importantly—advocacy.
This unique technique helps ensure that your customers complete value out of your products and services as possible. Delivering value over the course of the customer’s relationship with your organization will drive loyalty, plus ultimately, advocacy.
Marketing Automation and Client Relationships
Advertising automation tools like HubSpot enable you to continue developing human relationships and keep providing value after the sale. Some tools even allow you to automate onboarding processes and nurturing email messages, while also giving you in order to measure engagement. Leveraging marketing automation tools helps you better understand the needs of customers, gauge their fulfillment, and get feedback on your services or products.
Advantages of Customer Marketing
Increasing Customer Commitment and Retention
Increased customer loyalty and retention is one of the main goals of customer advertising. After all, you want to make the customer experience as enjoyable as you can, right? Doing so can raise the likelihood of customers being devoted to your company, increasing retention rates and driving general success.
Turning Customers into Advocates
Once you succeed at developing a faithful customer base, the next step is to turn these key customers straight into advocates of your brand . A devoted customer advocate will speak highly of your products and services and enthusiastically refer new customers for your company. Advocates are highly valuable because they advertise your company using one of the most trusted, efficient tactics: word-of-mouth (WOM). Recent statistics show that WOM is straight responsible for 90% of all buys , meaning this is the time to start turning your customers in to advocates if you haven’t currently considered it.
Collaborating Across Departments
By implementing a customer marketing strategy, you can even improve collaboration across different departments within your company, which includes marketing, sales, and customer support. Customer marketing requires alignment between all these departments , and assisting increased collaboration can bring large benefits to processes consist of important areas. Overall efficiency may improve over time, as well, as opportunities for collaboration can provide a morale plus motivation boost.
The biggest advantage you can achieve with a prosperous customer marketing strategy is improved revenue. Through the careful progress relationships with existing customers, you can encourage them to continue helping your company and reap the particular rewards of improved retention rates. These loyal brand advocates can help you gain additional customers through referrals and WOM, further increasing your overall revenue.
Producing the Perfect Customer Marketing Strategy
The perfect customer marketing strategy starts with a plan.
Tailor Your Marketing to Each Client
When you have your customer marketing strategy created, it’s time to implement analytics and start using a customer romantic relationship management (CRM) tool in order to harness your customer data so you can develop personalized messaging. When you take the time to tailor your own marketing to each client, you boost response rates. So personalize, personalize, customize.
Monitor Results from the Start
Customer marketing focuses on different metrics and strategies than marketing for obtain purposes, so it’s crucial to include these in your current marketing plan to ensure they are captured. Some customer marketing and advertising activities you may want to include in your own strategy are events with regard to existing buyers, outreach pertaining to testimonials, user groups, among others.
You’ll also want to pay attention to cross-sells and upsells to track any revenue generated from them, along with renewal (or churn rates) and overall customer satisfaction. These outcomes can tell you a lot about what’s working and what’s not really. When all of these metrics are usually achieving positive results, you should eventually be seeing increased referrals from trusting, loyal brand advocates.
Finding Success with Consumer Marketing
So , how does it all get together? How do you build trust having a customer marketing strategy? As we’ve touched on, focusing on delivering value throughout the entire connection and providing a great consumer experience are great starting points. Customer marketing can often be disregarded, but it can provide tremendous advantages if you invest the time plus effort needed to build rely on.
Ready to make your customer marketing strategy, or even need support with another area of marketing? Sagefrog can assist. Let’s speak!
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