Target your existing customers
Too often, businesses neglect their existing customers when they build out their marketing strategies. They focus on connecting with new customers and looking for the next viral strategy to tap into unreached markets.
While expansion is important, investing your marketing spend in your existing customers is more likely to result in a high return. Targeting current customers can take many forms, but it should always begin with a deep dive into your customer data. Look for the following information:
- Common questions your clients ask about your products or services
- The keywords that drive existing customers to your website
- The demographics of your customers
- Your customers’ interests
- What other brands and websites are vying for the attention of your customers
- The channels your customers prefer for interactions, whether that be social media, chat, text, or email
All this information can help you better tailor your approach. From here, you can build a retargeting campaign using one or several of the following tactics.
Create a content strategy that answers your customers’ questions
Based on the data you’ve gathered, you should have a good idea of the questions your customers commonly ask. From here, you can craft a robust content strategy that answers these FAQs and positions your brand as the right choice based on the information they’re seeking.
For example, if you sell winter gear and see a trend in your customers’ search for information about the durability of your product, you could launch a campaign dedicated to answering these questions. You might write a blog post highlighting the high quality of materials you use to create your gear. You could pair this with a social media campaign that shows your winter gear in action. Next, you could incorporate an email marketing campaign that sends your customers to your website to learn more about your products and provides them with a buying guide.
The beauty of figuring out what your customers are asking is that you can create a strategy that answers them. By providing the information they’re looking for, you’re reestablishing your brand prominence in their mind.
Reward your customers with a loyalty program
A loyalty program that rewards people for purchasing items from your online store is a great way to show customers how much you appreciate them.
You could start small by creating a list of existing customers and sending them a promotion or discount code that they can redeem on their next purchase. Then, over time, you might expand your program by offering limited-edition products, exclusive events, and more.
After each promotion, use the data you’ve collected to learn how effective your incentive was at driving additional sales. This will teach you more about your customers’ behaviors—and what types of loyalty incentives drive the highest returns.
Invite your customers into your product research
As you’re brainstorming new products or services, consider giving your customers an opportunity to share their feedback and insights. Not only can this help show folks that you value their opinion, but it can also help ensure that you’re creating items that your existing customers want to buy.
Build a landing page on your website that invites customers to sign up to provide ongoing feedback through surveys, test groups, and more. Then, start with a small task, such as asking your customers for feedback about a product they purchased. Use this feedback to improve your products and make your customers feel like they’re a part of your company’s future. Over time, you can expand your program, inviting your top contributors to test out new products or to help you research new ideas.
Maintain a brand identity that engages and resonates with your customers
You’ve worked hard to develop your brand identity and bring in customers. Don’t lose that momentum by straying from your brand propositions. Your customers return to you not just for your product or service, but because of the emotional connection you’ve built with them—they trust you.
With the demographic data you gathered and your knowledge of what your customers are interested in, you can nurture this connection. Showcase how your company is involved in causes or issues that resonate with your audience—and don’t be afraid to let your brand have a personality that shines.