Even the most successful marketing campaign can be stopped in its tracks by a performance plateau. Breaking through a stall can be challenging, but with a simple shift in focus you can get things moving in the right direction again.
Marketing after the sale
Most digital marketing is aimed at prospective customers and attracting new business. While this can work to a point, sometimes redirecting attention to existing customers is an excellent way to jumpstart a stalled campaign.
Customer retention and Lifetime Value (LTV) can add significant profitability to existing customer acquisition tactics across multiple channels.
Here are a few simple ways to step up your marketing efforts in customer LTV and retention:
Use social media
Engage with customers on your social media channels. Use social to communicate, share information your returning customers may find interesting, field enquiries, provide customer service, put a personal “face” to your brand and to reinforce your message.
Social and display ads that work to attract new customers may need an adjustment to resonate with existing ones. Make sure messaging calls attention to new products or services, promotes recent awards or industry honours, and shows returning customers even more ways you can help them solve problems or meet needs.
Create better content
Marketers often create content to improve search rankings in order to attract new business. If your current campaign has stalled, consider creating content that might be relevant to your returning customers. Work with your customer service department to gain insight on the needs and concerns of your existing customer base. These insights can help you fine-tune content so that it speaks to both your current and prospective audiences.
Just because your campaign has hit a performance plateau doesn’t mean you have to go back to the drawing board. Rather than building a new marketing campaign from scratch, consider simply shifting focus to engaging existing customers through social media, new messaging and relevant content for an easier and more cost-effective way to break through a lull in sales and help re-energise your digital strategy.