Customer + Engagement Marketing
I’ve found marketing to your existing customers, aka Engagement Marketing, is often forgotten. I’ve been lucky to have successfully carved out this key business driver at two start-ups.
Here’s why I’ve found it’s an essential piece to the business - and its success:
Reduces churn, closes bigger deals, tells the brand’s story – yes, there is real ROI!
Makes your customers feel heard, exceeds their needs, and amplifies your partnership
You’re supporting your clients, by being an integral part of the team - and taking on a portion of their immense workload
The feedback and pain points become useful insights for other areas of the business
Closes the gap internally. It creates a full, seamless circle from Sales to Customer Success back to Sales, while also creating valuable new advocates to showcase to prospects, and beyond
Supports product development and innovation with useful insights on market gaps
It’s doable (on any budget) and scalable, especially as the company grows with your delighted customers
By baking in Customer Marketing from the start, you’ll get closer to your clients and end users from day one creating stronger, more accessible champions. You’ll also reduce churn, plus increase expansion and upsell opportunities.
A Case Study
ICYMI on the landing page - enjoy this successful Leadership Development campaign created for our clients.
Concept. Copy. Outreach.
By addressing pain points, end users are willing to give you a try.
Collateral Pieces
Meet Your Audience Where They Are!
Easy takeaway pieces were created for placement throughout the workplace - or easily shared digitally on a company intranet, social channels, and email.
And, with nearly 20% of the member population being Spanish-speaking, I quickly recognized an additional gap in our collateral.
From HR packets to posters, eye-catching collateral supports customer success.
With our clients in industries with deskless workforces, it meant being creative, reaching them in new ways, and working closely with our point-of-contact.
As one avenue (among many), a vibrant, on-going, multiple poster series supported the workforce - and awareness.
Don’t Forget The Ever-Popular, Ever-Useful FAQs
Pro Tip: With its initial creation, ensure it’s flexible to meet your client needs. Here, I made the FAQs, as one piece, or it could be easily broken up into different pieces.
CLICK IMAGES TO READ
Creating Efficiencies: One Piece - Multiple Uses
I initiated this (annual) well-being calendar. It proved so popular with organic shares from clients and the member population to the sales team and prospects.
Pro Tip: With it central to the product, it was also excellent, built-in social content.
One Virtual Event Series, featuring company SMEs, extended into Newsletters, Blogs, and Activities
It’s a great vehicle for Customer Outreach and Customer Engagement. Increased adoption and usage rates were seen following each event.
Pro Tip: Create its own consistent branding, while aligning with the company look.
Always evolving, I expanded Thrive Time and initiated a new LifeGuides Connect series with webinars, a newsletter, blogs, fun activities, and more. Plus, I devised the naming to be more central to the company’s mission and offering.
“Thank You for extending our Connect brand & webinar into such well-written, thought-provoking newsletters and easy reference 1-pagers. I even find myself asking these self-care questions.”
- David M. Hester, Ph.D, VP, Guides Community
Pro Tip: As an extension of each event, a blog offers additional outreach opportunities, site content, social posts, and even for our clients to share with their ERGs.
CLICK IMAGES TO READ
Marketing Supports In-Person Events
Our Team organized on-site client events with seminars and sign-up activities customized for each employee base - management, customer service, and warehouse personnel.
Making Client Meetings & On-sites Fun!
Have the advantage by arming customer success (and sales) teams with collateral, swag, and more. Plus, create fun contests for your clients, customers, or end users to up awareness, adoption, and engagement.
