Lead nurturing is a critical part of marketing, but relationships can’t stop after the sale. Companies must nurture existing customers to keep them engaged and invite them to become brand advocates. Product check-ins are a natural way to get in touch, but in a world where it’s becoming increasingly difficult to cut through the noise, it’s important to think outside the box. How can you make customers feel valued? How can you keep them committed to your brand?
We offered some ideas below, but the answer varies for everyone. What’s important is to know your customers, what resonates with them and how it relates to your brand promise. At that point, you’re free to have a little fun. Be dynamic. Be engaging.
Encourage brand participation by personally inviting customers to join a user forum or customer advocacy group.
Even in B2B, people love the chance to share personal stories. It gives you a chance to collect product feedback, and it helps them connect with your brand. Don’t be afraid to offer an incentive for the winner or participants.
Offer a unique deal that’s only available to existing customers. There’s a lot of room for creativity here, depending on your brand, but the bottom line is that people love to feel like part of the club.
It might seem outdated, but having your customer service team send handwritten notes to loyal customers makes a big difference. It doesn’t have to be over the holidays, either; sometimes sending mail for no reason at all leaves the biggest impression.
If your company is hosting or speaking at a special event, invite a few longtime customers to attend. They’ll appreciate the chance to connect with your brand, learn more about the industry and meet new people.
Image via (cc) Bogdan Suditu
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