In the world of SaaS and tech, the focus often revolves around acquiring new customers. However, leveraging the existing customer base through re-marketing strategies is a highly effective approach that can boost revenue, foster loyalty, and cultivate brand advocates. Re-marketing is essential for preventing and reducing customer churn rates. In this article, we will explore the importance of re-marketing for tech companies and delve into three key approaches to maximize the lifetime value of current customers.
If you want a quick recap on what re-marketing can consist of, you can check out this video from Inbound Explained:
Customer portals serve as essential gateways to tech solutions, offering an opportunity for strategic marketing. By creating an interactive "information hub," tech companies can engage users and promote additional offerings. Regular updates on new products, live events, and feedback requests nurture customer interest, laying the foundation for upselling or cross-selling opportunities.
Zendesk shares what exactly is included in a typical customer portal and also gives a list of popular platforms as examples:
Many B2B tech organizations mistakenly halt marketing efforts once customers are onboarded. However, ongoing relationship-building is crucial. Through tailored nurturing programs, companies can provide targeted and consultative messaging that aligns with evolving customer needs. Webinars, customer success workshops, and localized events catered to specific interests deepen customer engagement and unveil potential upsell opportunities.
Building vibrant customer communities establishes a sense of belonging and encourages engagement with the brand. These platforms enable customers to exchange insights, collaborate with peers, and seek support. By consistently providing valuable content and updates, companies establish thought leadership and keep customers informed about industry trends. Engaging with customers within these communities helps identify potential advocates and leverage their influence for referrals.
To ensure the effectiveness of marketing efforts for tech companies, it's crucial to utilize a variety of channels and tactics. Regular measurement and adjustment, guided by customer feedback and engagement metrics, allow for a tailored program to suit the customer base. Depending on what your target audience prefers, you'll want to hone in on what they engage the most with. Consider the following activities and channels to enhance your marketing strategy:
Re-marketing is a powerful strategy for tech companies to maximize revenue, foster loyalty, and unlock the full potential of their existing customer base. Companies can build long-term relationships and achieve sustainable growth by incorporating customer portals, nurturing programs, and customer communities into marketing efforts. Continual adaptation and refinement based on customer feedback and data-driven insights are crucial to success.