Targeting the ideal customer lifecycle.
No matter your business model, the keys to engaging and retaining customers — and turning as many as you can into brand advocates — are universal:
First, create a beautiful and unique logo and other assets you can use for all of your marketing needs. Then spread the word about your brand. Establish a presence on social media with your well-branded content, so your logo and brand become familiar sights. Write SEO-optimised blog posts, so when customers Google the problem your product solves, your website appears high in the search results.
Potential customers might know about you but not whether they want to make a purchase. You can give them a gentle nudge in the right direction with an email or SMS message. Send email newsletters informing your customer base about new offers and products. This is an opportunity to educate them about your products or offer something special by way of introduction, so devote time and energy to creating great content. If you encounter leads out in the real world, you might design and print brochures for distribution in strategic locations. These early interactions are where your brand voice can shine and where personalisation can work in your favour.
Follow up on purchases.
When your leads become new customers, they’re giving you a chance to demonstrate excellent customer service. Do everything you can to provide a positive onboarding experience, using email or app-based tools to teach them how to maximise the value of their purchase. Poll customers on their level of satisfaction and keep them up to date on improvements and new offers.
Use your increased knowledge of the customer to further personalise and segment your communications to them, ensuring that whatever they receive from you is relevant. Work to build the emotional connection that leads to loyal customers by rewarding them for choosing your brand.
Turn frowns upside down.
A frustrated customer presents a great opportunity to demonstrate superior customer service. Even critical customer feedback can be positive if the customer feels like they’re being heard and their concerns are being addressed. It doesn’t hurt to surprise them with something nice, like a small gift or just a thank-you. Sometimes a problem solved is even more effective at turning a customer into a brand advocate than no problem at all.