It is nothing new to say that current customers of a company must be cared for in order to retain them. Getting their satisfaction before and after the purchase can cause them to buy more times, become loyal customers, and even become brand ambassadors (the next challenge). There are many online marketing strategies to build customer loyalty.
In this article we will tell you the most effective ones and some tips to start them up in your business. You’ll see some instances at the end.
Nobody is interested in a customer being dissatisfied, because that means that they stop buying, that they speak badly of the brand, etc. So the work of inbound marketing does not end when the user makes the purchase: afterward, they will have to constantly work on personalized content that is of interest to them to “nurture” it.
Increase the engagement between brand and client, and make them continue to be interested in you. But how might lead nurturing help you build consumer loyalty?
Building customer loyalty: what does it mean and why is it so important?
In its most exact definition, customer loyalty aims to achieve, through various marketing and sales strategies, that the consumer who has previously acquired any of our products or services continues to buy from us and becomes a regular customer.
Considering what customer loyalty is, it is clear that this action is a valuable source of attracting more sales for several reasons:
- Turning these current customers into repeat customers.
- Getting current customers of a product category to end up buying in other categories.
- Getting new customers through current customers (thanks to their reviews, recommendation to friends/family, etc.).
Advantages of getting loyal customers to your company
Why is it so important to achieve good customer loyalty?
Although it seems an obvious aspect, it is very important and, in addition, it costs up to five times less to retain a customer who has already bought from you than to attract a new one. Many companies relax in this process, but it is essential to invest enough in it so that those who already trusted you do it again in the future and, thus, build a lasting relationship over time.
These are the main advantages:
- Profitability: increased sales, a loyal customer buys more.
- Lower spending on conversion tactics (as we’ve discussed, retaining customers is often cheaper than getting new customers).
- The loyal customer does not go to the competition, therefore, we will be benefiting our leadership in the market.
- From loyal customers, we have very valuable information that our competitors do not know, which puts us in an advantageous situation.
- Get positive reviews or opinions that help you get more customers. If the customer is satisfied, they will share their experience on social networks and friends/acquaintances.
As you can see, customer loyalty is essential to ensure the survival of a business and maintain profitability.
How to retain customers with a lead nurturing strategy
There are multiple loyalty strategies that you can apply. But after-sales emails are one of the most used tools in digital marketing, and that is why in this article we will talk about how to create a lead nurturing to retain customers following an inbound methodology.
Don’t you know what we’re talking about? Don’t worry, now we are going to explain it to you.
Email marketing is a channel that companies have been using for a long time and now there are many users who flee from everything that comes from a company in their inboxes. For this technique to have the same effect as before, you have to follow a series of tricks that those of us who master inbound marketing use. The main thing is to start with the personalization of the messages through lead nurturing.
First of all: what is lead nurturing? This is the name given to the marketing automation technique consisting of automated email chains with personalized content tailored to the interests of the user.
If we apply it to loyalty, lead nurturing consists of sending automated email chains with personalized content in order to retain current customers.
So customer loyalty through lead nurturing consists of developing automated email marketing campaigns . Campaigns that must be carried out with a detailed plan, following clear objectives, studying each type of client, and with the help of a marketing automation tool. And, above all, they will have personalization as a common element : key to making the customer feel special and increasing their satisfaction.
With an intelligent email automation based on the interests and needs of the users, we achieve more conversions and, at the same time, optimize the resources used.
Tips for loyalty with lead nurturing
Segment your current customer database well
Order and organize your CRM to create different customer segments. You can segment it by:
- Typology of products.
- By type of purchase: sporadic, frequent …
- By type of profile (gender, age …).
- Geographic location.
Define your objective
what do you want to achieve with loyalty? There are several reasons:
- That current customers buy more times, repeat purchase. For example, a fashion company.
- That they hire the premium version of your product/service . For example: in a mobile phone service, you can try to get your most loyal customers to buy a more expensive rate in exchange for better benefits.
- That they buy other products from another category of your products. For example: if you are a company that sells household appliances, you can try to get customers who have bought you a washing machine to buy you a dryer as well.
- Have your customers recommend your product to a family member or friend. For example: an English school where, if you recommend the service to a family member or friend, they give you a discount.
- That they use your services. For example: in software companies, the goal is for the customer to use the software frequently. Otherwise, when the time comes to renew the license, it could happen that the client, having not been able to perceive the value of the service, does not renew. A clear example would be the case of applications for gyms.
Decide if you are going to want to impact each customer segment with the same objective
It may be that each customer segment you want to impact with a different objective, depending on their characteristics.
Know the needs / pains of your customers
What do they think of your product? Why do they buy it? Why would they buy it again? Knowing these pains well, you will be able to create much more effective emails.
For example: if in a mobile phone company you discover that the pain of a segment of your customer is “I’m out of megabytes”, you can create emails that attack that pain.
Consider what you can provide for them
What will be your offer in your loyalty lead nurturing strategies?
For example, an exclusive club for clients? A premium version of your service? A discount on the next purchase? A discount if you recommend a family member? Value content? Personalized attention?
You must offer your customer something in exchange for his loyalty, an offer for him.
Define how many emails to send
Set a sending frequency based on the needs of your customers, the content you have, and the customer’s life cycle. Remember that quality prevails over quantity: we do not want to saturate and end up receiving unsubscriptions.
For example: if you sell software and the license has to be renewed every 1 year, it might make sense to increase the email sending in the last 2 months before the renewal.
In turn, the time factor is also important to take into account to know if there are seasons in which your product has a greater demand. Try to stay ahead of the competition by preparing the interest of your clients and potential clients before sending the corresponding promotions.
Offer more appropriate content for each phase of the conversion funnel
There will be times when you are interested in submitting informative content that keeps you abreast of industry trends. Other times, instead, we can send content more focused on highlighting a product or service.
Also, before sending them, check that your emails respond adequately to the email marketing strategy outlined above. Make sure you have well-defined your line of work, that you send the appropriate content to each group of clients and that each list of these meets the correct criteria and segmentations, etc.
Establish a workflow to pursue the proposed objectives
Every action needs your reaction. Organize in workflows the type of emails that will be sent at all times based on how users react.
For example, if they click on the destination page of the email if they fill the shopping cart when they arrive at that page or if, instead, they do not even open the email: what will be the next action to take in each case?
- Customize classic mailings with added value.
There are emails that do not fail for loyalty through lead nurturing: abandoned cart reminders that include certain discounts, personalized cross-selling techniques, reminders about appointments or due dates, personalized offer for special dates (birthday, anniversary, customer seniority, …), mailings to highlight a certain inactivity …
- Check the metrics to optimize your emails.
You always have to test and see the results of each lead nurturing action to improve the conversion and ensure that they progress through the stages of the funnel. Evaluate all the necessary metrics: open rate, clicks to your links, etc.
Examples of loyalty emails
Here are some examples of mailings that used prestigious campaigns to increase customer loyalty. Get inspired by the best!
Booking is recognized for being an example of loyalty. Its success lies in knowing its leads and customers, employing personalization and sending offers at the most appropriate time. With this loyalty strategy, the recommendation is rewarded.
Another loyalty case that makes good use of lead nurturing is H&M. If tracking H & M’s buying behavior indicated a preference for pink or another trendy color, this bet is probably a good attempt to re-engage.
This brand is another good example of loyalty with lead nurturing. In this case, it delivers a mailing with a limited duration offer to generate urgency in the purchase, which may be a good idea for those users who have not bought or interacted with the product for a while.
With all this, we hope you have understood how important it is to retain customers.
Not only is it going to mean securing the next sales with that customer, but their loyalty can help you get new customers. From a very satisfied client to one who recommends you, there is a finer line than you think. One technique to do this is through lead nurturing.