As a marketing professional, you understand the importance of customer success in driving business growth. And with the rise of customers in control, it has never been more important for marketers to focus on strategies that create and nurture successful customer relationships. To truly tap into this new way of driving growth, here are 5 key strategies that other marketers have found to be effective:
1. Learn How to Align Your Customer Success and Marketing Teams
As marketers, you’re always looking for new and innovative ways to drive value and ROI for your brand. But what if we told you that understanding your customers was the key to success?
You might consider combining your marketing, sales, and customer success teams into a single “Revenue Team”. This approach may increase sales significantly and involve more customers in your marketing initiatives.
If you don’t have your customer success, marketing, and sales teams combined in the same way, be sure to have a consistent cadence of meetings to keep alignment always top of mind as a core piece of your goals.
So how can you ensure that your customer focus drives value for your brand? Here are a few tips:
- Make sure that your messaging is aligned with how your customers are using your product or service.
- Involve customers in your marketing initiatives – let them be a part of the process!
- Have a regular cadence of meetings with all departments involved to stay aligned on objectives and strategies.
- Use customer data throughout all stages of the buyer’s journey – from initial awareness to post-purchase engagement – to inform your marketing efforts and optimize performance.
With these strategies, you can focus on your customers to create a marketing message that truly resonates and drives ROI for your brand.
2. Create a Customer Advisory Board for Your Company
Customer Advisory Boards are valuable to strategic growth. These groups of customers provide companies with messaging, positioning, and product strategy but only one aspect of many ways marketers should be working on getting to know their consumers better than ever before.
Customer advisory boards are a great way for companies to get feedback from their target consumers. However, it’s important to remember that this is only one aspect of understanding your customers. Marketers need to be constantly collecting data from all sources to better understand what consumers want and need. This includes surveys, focus groups, social media monitoring, and more. Only by gathering as much data as possible can marketers truly create messaging, positioning, and product strategies that resonate with their customers.
To create a successful customer advisory board, you’ll need to:
- Set clear goals and objectives for your advisory board.
- Select the right customers – those who represent your target market and have valuable feedback to share.
- Engage in regular communication with your advisory board members to facilitate open dialogue and exchange of ideas.
Analyze customer feedback and data carefully to identify trends, patterns, and key insights. Work closely with your sales team to incorporate feedback into your marketing strategies and tactics.
With a successful customer advisory board in place, you can better understand your customers and create more effective marketing strategies that drive revenue for your brand.
3. Get Customers Involved in Field Marketing
You can’t build a successful field marketing campaign or event without involving customers. Whether it’s through direct mail pieces and emails, live events where you bring in prospects to show them how their business will benefit from what you have available for sale – getting feedback on these products is important because they solidify the value of your brand as well as making sure there are no problems with implementation before moving onto another area of focus.
Some companies use direct mail campaigns to showcase their customers and give them an opportunity for increased adoption of the company’s message. Companies in industries with hard numbers on hand may still find it beneficial, however, they should be mindful that not all audiences will respond positively if presented without context or statistics from one customer’s experience using your product/service side by side with another competing option.
You can’t understate the importance of customer champions at live events. Whether they’re mingling with guests or on a platform speaking, having an advocate for your product will help investment into these types if things go well – and make it so prospective customers don’t feel like you are selling them something.
4. Continually Educate Your Customers on the Benefits of Your Product or Service
When you educate your customers, they not only get the opportunity to engage with what makes your product or service unique. It also provides them insights into how to best utilize these tools. Education events allow clients immediate access to new research material and tailored-learning experiences, which can enhance an organization’s overall branding efforts.
Your customers need you to stay on top of the latest industry trends, so provide them with all this information in a way that is easy on their busy schedules. One idea is to offer your customers a weekly email digest or summary highlighting what’s happening within each industry. Or maybe an annual conference where they can learn more about new developments and learn from other professionals who share similar interests.
Ultimately, your goal should be to provide ongoing education and support as you build stronger customer relationships. By focusing on customer education, you can foster loyalty and help them get the most out of your products or services. With these strategies, you can continue to optimize performance and grow your business in new ways.
5. Invest in Customer Success
Customers are the lifeblood of any business. If you want your marketing team to be successful, then make sure they have resources that keep their focus on customers. Once these programs are in place, use them as guides when designing new initiatives or campaigns. Dedicated resources to customer success ensure consistency across all areas, which is important if you want to achieve rapid growth.
There are many ways to invest in customer success, but some of the most common include providing dedicated resources to your marketing team, creating a comprehensive customer onboarding program, and conducting regular customer feedback surveys. These programs can help you gather valuable insights that will allow you to make data-driven decisions about how best to support your customers and grow your business.
Marketers need to be constantly collecting data from all sources to better understand what consumers want and need. This includes surveys, focus groups, social media monitoring, and more. Only by gathering as much data as possible can marketers truly create messaging, positioning, and product strategies that resonate with their customers. If you’re looking for help enacting these principles, let us know. Our team of experts is ready and waiting to partner with you to create a stellar marketing or customer success plan that drives growth.
You can learn more about implementing customer retention efforts with these additional resources from ClientSuccess: