Marketing to your existing Customer Base is critical. It’s probably the most important Marketing Campaign you should create early. Here’s a quick overview of what you should optimize for, how to build your program and what to watch out for.
Customer Nurture Outcomes
The outcomes that a comprehensive, well executed Customer Nurture program can drive are significant, and include at least the following:
- Referrals (automated offers like “give 10% off, get 10% off”)
- Solicit Customer Interviews and create Testimonials and Quotes
- Drive Product reviews on sites like G2 Crowd, Capterra, Software Advice and GetApp
- Applaud contributions to online forums and communities that discuss your solution
- Stimulate reviews and comments about your product in partner directories, marketplaces and mobile app stores
- Manage the use of your valuable Reference Customers who are willing to talk to prospects
- Run Up-sell/Cross-sell campaigns based on new features, or customer usage patterns
- Educate to increase feature usage and engagement with your product and service
While you can absolutely start by implementing one of the above priorities, it’s critical to think about your customer marketing program holistically.
- Prevent the duplication of communication and don’t overload your clients inboxes
- Prioritize the asks that are most relevant to specific groups of your client base
- Segment your customers based on level of satisfaction, usage, and preferences to optimize the relevance of your nurture program
When to to do what?
Throughout the customer journey, there are a few logical moments to provide- or ask for information. Here are some major events:
Triggers to drive above campaigns
- New customer sign-up
- Customer go-live
- Customer NPS Survey complete (and a favorable “Net Promoter Score”). This could be triggered after a product update or support call
- Renewal completed
To recap, the way to think about this is as an integrated marketing approach to our current/active customers. This includes up-sell, referral, loyalty and driving product/service usage. By having a holistic approach we can make sure to balance the gives/gets we put on the various contacts within these clients.