CUSTOMER MARKETING TO DRIVE REPEAT SALES

Transcription

1 CUSTOMER MARKETING TO DRIVE REPEAT SALES INTERMEDIATE We will be starting at 2:00 pm ET. Use the Question Pane in GoToWebinar to Ask Questions! 1 Use the hashtag #InboundLearning on Twitter 2 Question of the day

2 #INBOUNDLEARNING

3 WEBINAR SCHEDULE 7/8 - How to Increase ecommerce Customer LTV 7/15 - How to Run Successful B2B Customer Marketing 7/22 - Review of Customer Delight Campaigns

4 Mark

5 Steve

6 Rebecca

7 AGENDA 1 Why is customer marketing important 2 Review of B2C and Ecommerce examples 3 Review of B2B examples

8 1 WHY IS CUSTOMER MARKETING IMPORTANT.

9 Supporting customer delight is an investment in retention and revenue.

10 Your priority should be to serve people. Serve your website visitors, leads, customers and most importantly, your promoters!

11 Build different segments around your successful customers. Needs Support Successful Ahead of the Curve

12 Content is the bread & butter of successful customer marketing.

13 How can you exceed their expectations? It will help you build trust and create promoters.

14 THE THREE PILLARS OF CUSTOMER DELIGHT 1 Innovation 2 Communication 3 Education

15 It's not what you say, but how you make them feel that creates a lasting relationship.

16 2 REVIEW OF B2C AND ECOMMERCE EXAMPLES.

17 1 Pilot Flying J Review Request

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26 Things we like: Great use of personalization tokens for custom body content Built urgency with an expiration date on survey Good timing on the follow-up 1 Things to improve: What is the Driver View and why should I as a driver get excited about it? What types of rewards will my points win? Don t make your audience connect the dots, spell out the value.

27 2 Too Cool T-Shirt Quilts Review Request

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35 Things we like: Great timing, following up the same day an order is received (despite having to close customers in HubSpot manually) Asking for a referral is a valuable message to send customers, as they are one of your best potential marketing channels 2 Things to improve: Simplify: use a CTA to drive action and let the fine print live on a web page to keep the focused Send this particular message further along in the customer lifecycle, after they ve experienced the product first-hand

36 3 The Honest Kitchen Review Request

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38 3 1: Review Request Review Request (frame with no data)

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40 3 Second purchase: Special offer for trial product

41 3 Third purchase: Invitation to VIP membership

42 3 Fourth purchase: Surprise rewards

43 Things we like: Ultra-targeted Truly valuable Responsive design Progresses over time to encourage further engagement 3 Things to improve: Fill out workflows with Related items or replenishment campaigns.

44 4 FoodTender Trial Nurturing s

45 Clear subject line. from a human being. 4

46 Video & text options for getting started 4

47 3 days later, engage with product benefits & offer additional training 4

48 5 days later, providing more benefits, plus testimonials. 4

49 Things we like: You re providing training and onboarding support for the product Stressing the benefits for the customer Providing social proof with testimonials 4 Things to improve: Stronger CTA in third Increase the number of s in the campaign to stretch more of the trial s 30 days Focus on specific parts of the trial flow, providing benefits and stories for them to show the benefit in action

50 5 Books Tell You Why Nurturing s Triggered by Browsing & Purchasing Activity

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54 Things we like: Targeted list of recipients based on their interests, expressed and implied captures your interest and pulls you in from there, leading to a click to the website 5 Things to improve: Utilize smart content to acknowledge someone s status as a customer of yours

55 6 Goodbye Crutches Post-Purchase NPS

56 Look at that engagement! 6

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59 Things we like: Asking the customer for feedback gives them a place of importance and helps you gain insight into your customer experience. The single simple question increases the likelihood of a response. 6 Things to improve: Include logo on NPS to increase brand recognition and the s professional feel.

60 3 REVIEW OF B2B EXAMPLES.

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62 Things we like: Step-by-step, easy to understand. Clean and simple with visuals. content conveys gratitude. 1 Things to improve: Could have included contact information, perhaps their account rep s . Customer By 15Five

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64 Things we like: Great visual design. Covers important topics relevant to customers. 2 Things to improve: As an idea, you could use Smart CTAs to show only a few Ebooks to the viewer, based on what that contact cares about most. As a next step, connect this content with your services through .

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66 Things we like: Good method to keep in contact with customers. Creative use of images as an outline. 3 Things to improve: A bit long and difficult to navigate. Perhaps it could lead to blog posts that talk about each topic more in depth. Include content on how to get more value out of Kendall Press. Customer By Kendall Press Print Shop

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69 Things we like: Good, clean landing page format. Page is easy to navigate. The page content gives helpful tips right away. 4 Things to improve: Do you need to ask your customers all of those form questions? Perhaps you could collect that information at the lead stage. Why not follow up with customers after download to see how they enjoyed it.

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71 Things we like: Strong homepage design, and value is very clear. Easy to navigate to valuable resources. Great use of space to add a call-to-action. Things to improve: 5 Why not use a Smart CTA instead of a static CTA. That way contacts who already downloaded the ebook could download another piece of content. Bonus: You could also have that CTA change by lifecycle stage.

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73 Things we like: Wonderful animated gif shows great personality! Inspirational and fun to watch. has a simple and clean format that s easy to look at. Things to improve: could use a more clear desired action. Perhaps there could be a specific CTA so the customer knew how to get more value. 6 Customer By Wistia

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76 Things we like: The blog covers wonderful and helpful topics. There are CTAs on all blog posts. Great use of images on each post to draw readers. 7 Things to improve: Try using Smart CTAs to customize the action per persona or lifecycle stage.

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78 Things we like: Strong resource to keep up with product changes. Informative posts that link to relevant content. 8 Things to improve: Very few images or videos included to support the post s information. Would be great if the content also included how to take advantage of new features. Give tips!

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81 Things we like: Valuable content that is also to-the-point. Great blog structure and format, making it easy to scan. 9 Things to improve: Case studies might not be applicable to repeat customers. Show customers a CTA that might help them purchase more services.

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83 Things we like: Great collection of content to help customers. Nice that there are free and paid options. 10 Things to improve: Reads like a menu other than a showcase of content. Page could use images or videos to help drive customers to content. Perhaps the content could customize training options based on a customer s needs. Customer-only Box Education Classes

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90 Things we like: Smart workflow that uses content to build trust. Good use of data and information. Good timing and cadence. 11 Things to improve: Some s are very long could they be simplified? Why not add a Contact Sales CTA earlier on. Maybe some individuals will be ready earlier. Workflow by ShoreTel

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92 Things we like: focuses on helping the customer hit his/her goals. The content helps the reader answer important business questions to ultimately get more value. Things to improve: 12 The connection between reaching goals and getting Twitter ads is a bit weak. Perhaps the could have linked to content, and then once content is downloaded there could be a more direct follow up. Customer By Twitter Business

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94 Things we like: Wonderful discussions to help users help each other. Good groupings of discussions. User photos add personality and drive community. 13 Things to improve: Perhaps helpful content could be intertwined with the discussions on this page. Would be nice to add a leaderboard to show those customers who are most helpful.

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96 Things we like: Nice and friendly customer service . Includes links to resources. Encourages receiver to ask questions if he/she needs help. Things to improve: could have included images, perhaps of the person sending the . The could have included a tip to reduce barrier to getting help. 14 Customer By Get Ambassador

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99 Things we like: Content really fits their persona. It s informative and fun. Gives the customer thank you perks for delight! Includes a wonderful customer-friendly signoff. 15 Things to improve: is a bit long. It could link to additional resources. Instead of giving a list of courses, it could recommend a few or customize to the receiver. Customer By TeamTreeHouse.com

100 NEXT STEPS 1. Define and create segments of your customer database 2. Create content to support and delight your different customer segments 3. Deliver the content via Smart Content tools, the Workflow tool and the Social tools

101 RESOURCES Tweet at Steve and Rebecca with your questions. Contextual Marketing Training & Certification How We Ramped Up Our Website Personalization in 3 Easy Steps [Customer Story] Ecommerce Reorder Marketing Ebook

102 QUESTIONS?

103 THANK YOU.