Repeat, referral and advocates – extending the customer lifecycle
If you had a product or service that someone could only ever buy ONCE – you’d have to spend a lot of time, money and effort getting new customers.
At the other end of the spectrum – if you had a product or service that everyone loved, purchased often, and raved to their friends about so they also bought often… your budget for finding and converting new customers wouldn’t be so large!
So how do you align your business more with the second scenario rather than the first?
It’s about deepening your relationships with your customers. Many marketing departments make the mistake of thinking their job has ended when the lead is passed to the sales team. However, once a customer has converted, they should be reclaimed by marketing to ensure that they purchase again. By keeping top of mind through communication campaigns, you’re also more likely to create an environment where your customers refer you to their networks. Referrals are the cheapest and highest converting leads – so this should be a goal of all organisations.
In addition, in many companies, after-sales service or account management is separate from both sales and marketing – however, a great experience is the surest way to turn your customers into advocates. Great marketing departments work with their post-sales team to ensure that every opportunity to engage the customer with a positive brand experience is maximised.
Marketing should not stop with handing over the sales lead. The process of nurturing and building customer relationships should receive as much attention (if not more) than the above-the-line spend.
If you’d like Atomic Tangerine to work with your organisation to review and revitalise your customer lifecycle, please get in contact.
Founder & Growth Catalyst