Customer nurturing strategies are now part of the new age of marketing for small businesses. The world of business is changing. No longer is it about who can get more customers, but who can keep their customers longer.
There’s no more churning out products and services — businesses must build strong relationships with their clients. The last thing you want is to lose a customer before you’ve had the chance to win them over. Here are some tips to help you refine your customer nurturing strategies — and turn existing customers into repeat customers and superfans!
Customer Nurturing Strategies Should Be Part of Business Operating System
It’s important to keep in contact with your customers and nurture that relationship, because when people like your brand, they’re more likely to buy it in the future.
Email marketing is an important part of any customer nurturing strategies. It is one of the most effective ways to do this, but in an era when people are bombarded with email, it’s important not to overdo it.
People do lose interest, but they don’t stop loving your brand. It’s important to remember that there are times when email isn’t the best marketing method, so there are ways to keep a conversation going without email.
Keep your customers up to date on the latest developments
All customer nurturing strategies need to adapt to an evolving consumer landscape. The adage of customer retention is “it’s not what you do, but how you serve that matters.” Be consistent and laser-focused on providing value consistently — customers will remember you were on board the first time they decided to work with you or buy your product. Set things up early.
A checklist and detailed “to-do” list is essential. You want everything from making sure your website is set up for easy navigation to a dedicated email address for initial customer engagement to taking care of the delivery of your products and services.
These are critical items you want to keep in mind early on. “Customer acquisition cost (CAC)”; Your average cost to acquire a customer. Opportunity cost. Your lost revenue from not being able to convert customers into paying customers. Ultimately, what does losing a customer cost you in terms of prospects and sales?
Consistency is an important part of all customer nurturing strategies. Think about the things you can do consistently to make your customers stay with you versus experimenting with things they might not do every time. Tread carefully. Know when to say “no” and be willing to say “yes” when the client has come back to you for a repeat business. CAC vs. ROI This is a difficult one. When businesses are launched, they often immediately set up an email list and start sharing updates.
Help your customers to get the most out of your product or service
Choose the right type of person to keep your business customer. Business travelers, studies show, care more about what a business offers than any other segment. After all, you probably don’t want to be telling your lost Southwest flight attendant that you’ll do all you can to make them feel comfortable.
Remember these types of people are likely to be remaining customers for life, if nothing changes regarding their current situation. Focus on personas and customize your messaging. Personas let you understand what type of customer you’re looking to attract and retain.
Even if you have a rigid idea of what a customer might look like, this research will help you figure out your ideal customer.
Personalize messages with the aid of technology and AI are now evident in all customer nurturing strategies. For example, tactical, personalized messaging will appeal to lost travelers, even if you don’t have an in-person presence. Tell them the best time to fly, how you can make it easy for them to connect with you, and how you’ll work to make their stay at your hotel or vacation rental the best it can be.
Keep in mind that people are generally most receptive to loyalty schemes when they’re involved with a familiar face. Believe in your brand’s messages. Convincing a customer that your brand is an option will be the most effective tactic at retaining them.
If you’re having success working in person with a traveler, praise their decision to make a scenic trip with your business. Not every type of traveler you target will be open to your brand. Keep this in mind when creating messaging. Keyword research is vital when creating messaging and personas, but relevant keywords aren’t always visible. Your online presence should primarily target travelers, regardless of what business you’re in.
Sell more than just a product or service, sell an experience
When you’re trying to sell something, it’s important to sell more than just the product or service. Sell an experience. Make people feel like they’re part of the experience when they use your product or service. And sell your company pride.
What makes you different from the other companies in your space; build your company’s culture around that because without it, it’s simply hard to build advocacy (and a loyal fan-base).
What do you want people to say when they think of you? There are many ways to do this, but perhaps one of the most powerful things to do is to look back at your company and ask yourself what made you different. You might not be able to do this in a couple of months or years. When your company started, all you had was passion — don’t burn it all down — but you should at least let it be reflected in your products and experiences.
Have you done this already (or have you implemented techniques that have been successful for you)? Great way to build brand loyalty by reflecting your customers back to them.
How will you apply these skills to your online, video, offline, and sponsorship efforts? You can always use that same playbook when building awareness and advocacy around your customer base.
Willpower is often thought of as a resource to use in the midst of a meltdown, versus a resource for keeping us grounded and focused in times of need. Spend the time to think about the situation that you’re in, and if you have the energy, grit, and focus to make positive changes in the relief effort.
Exploring negative situations doesn’t necessarily mean that you’re negative (hence the need for a positive self-talk session), share with your client what it was like for you to watch the news, or how your family is coping (whether from sadness, pride, grief, or anger).
Examples of Customer Nurturing Strategies to Implement in 2021
Databox provide a quick guide to the 6 most effective customer nurturing strategies. In their article they talk about the importance of lead nurturing and why companies should adapt to the environment.
Take a look at examples of our market automation flows that can support your customer nurturing strategies.