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Customer Marketing: Making the Best Use of Potentials of Your Existing Customers

Customer Marketing, Customer Demands, Benefits, Strategies

When you are doing business, you need to be very careful about the existing customers that you have with you. Yes, it’s true that you obviously need to try to bring other prospective customers under the umbrella of your customers, but more importantly, you cannot forget about the ones that you already have. And you also need to keep focusing on how to maintain a very friendly relationship with them, so that you can understand them fully and then craft your marketing strategies. Customer marketing basically deals with these sorts of issues, let’s get to know about it a bit more.

What is Customer Marketing?

Customer marketing simply refers to the activities and strategies that companies undertake concentrating on the current customer base rather than putting effort to focus on the future customers.

When you do any type of marketing campaign or activity that is directed towards your present customers, it can be said that you are doing nothing but customer marketing.

Customer marketing is basically one of the targeted types of marketing that nowadays lots of marketers tend to follow. As a marketer, if you can make it sure that your team has successfully executed a customer marketing campaign, then be happy about the fact that your team just ensured to encourage the customer retention rate, to maintain and further develop the loyalty of the customers, to create brand evangelists, to grow a community that is vibrant and is around your offering.

Now it has already been said that customer marketing will include all those marketing strategies that are designed specifically for the existing customer base. But it’s natural that if you really want to create something for a particular group of people, at first it’s mandatory to get to know them. Only then you can expect to craft your marketing strategy targeted to a specific community effectively.

How to Know What Our Customers Want?

Once you have a very clear picture of the necessity of your customers, the next steps become pretty simple. However, there are a number of ways to do this thing and if you really want to be risk free, you might want to make a combination of more than one of the ways mentioned below:

  • Keyword Research

At present, it’s seen that most of the customers, before entering into the buying process of a product, try to find some ideas regarding that product via google. So in such a situation, it’s really urgent for you as a marketer to conduct keyword research to identify what your customers are looking for online and what specific traits or features of a particular product are most important to them.

  • Taking Notes of Social Media Mood

You also need to put your focus on social media. Various social media platforms are the places where your customer demographic spend a lot of time. As a result, it’s obvious for them to talk about their preferences, needs, wants in those platforms. They will also discuss about the brands that they feel satisfied about and also the negative sides of the brands that they don’t consider to be effective enough for them

Since your customers’ mindset can be known from the discussions and other activities on social media platforms, it’s better for you to conduct research on these platforms as well, to get a better view about the customers and then design the marketing strategies efficiently.

By doing these research, not only you will find out which of the social media platforms are the most preferable ones for your customers, you will get to know what they are thinking about the industry, your brand and your competitors.

  • Customer Focus Group

Even though customer focus groups might seem like a kind of primitive idea, we cannot deny the positive outcomes that it offers to us. Even in this era of high technology and stuff, customer focus groups are very, very effective when it’s about learning the necessities of the customers and then craft effective marketing strategies. You can be pretty sure of the fact that these customer focus groups will let you know what your customers are feeling about the offerings that you are making for them and what further expectations they have from you.

  • Collection of Customer Feedbacks

It’s really not necessary to say how important it is for you as marketers to collect all the customer feedback, be it online or offline. Based on the customer demographic, your mood of communication with them might vary a little, however, you will need to figure out the perfect mood of communication with them and then collect their feedback, the overall judgment made by them about your product and your brand.

Also if they prefer to add their own personal advice about how they want you to design your next product or service, welcome them. Apart from the collection of the feedbacks, try to implement them effectively as well, because if you cannot make the best use out of those feedbacks, then your whole effort on planning might go in vain.

What to Do Next?

Now that you have all the necessary data that you need to know about your customers and their preferences, now it’s time to move forward with the real life actions. The first and foremost duty that needs to be fulfilled is to be able to design the features of your product according to your customers’ wants. Make sure that all the information that you gathered to have clear insight about your customers are implemented very carefully while crafting your product.

When the consumers will observe the outcome of their feedback in the products and services that you will provide to them, they will absolutely feel appreciated and will be satisfied with your performance. They will also acknowledge your effort and the fact that you actually value their opinion. In this way, you have far more possibility to be able to keep them under the umbrella of your loyal and satisfied customer.

Another thing is to make sure that you are delivering all the necessary resources to your customers in the way they want. You customers need to understand that you are delivering all the features they demanded. Otherwise, they might feel unappreciated, which obviously is not your expectation.

Why Do You Need Customer Marketing?

As we are becoming technologically advanced day by day, there is no denying that it’s getting more and more challenging to attract new business. Reports conducted by various organizations came out multiple times with the result that those customers who felt a strong relationship as well as personal connection with a particular brand delivered a huge contribution to that brand’s sales than an average customer. 

Every customer who feels like he/she is treated individually and with extra concentration is sure to be loyal to your brand. These customers are the ones who should be considered by you as your great assets. If handled effectively, they can make a massive difference in your business, of course that would be a positive thing.

Your Customers Demand To Be Delivered Special Treatment

No matter if a customer is new or old, that person will be absolutely happy if receives a special treatment from you. Now given the fact that it’s not really possible to treat everyone with special care and treatment, you have to choose carefully who will be in your list of the customers receiving that extra treatment.

Actually it’s quite simple for you, of course the loyal ones, the existing ones should receive this kind of treatment from you, because you know that these customers have been with you for quite an amount of time. So it’s sensible to invest on them, rather than investing on the newer ones, because for the later group, you are not sure whether your investment will bring a good result or not.

Sometimes it’s seen that marketers get very excited about capturing new customers and expanding the customer demographic. While there’s nothing wrong with that, however, you need to keep in mind that your existing customers matter far more than some new demographic, so don’t forget to treat them with special care.

Customer Marketing: The Benefits

What are the benefits that you can have by doing customer marketing? Let’s have a look:

Less Customer Churns

If you can make sure that you are actively listening to your previous or existing customers, collecting their feedback and applying them in your marketing strategies, then you are more likely to be in a better position to retain these customers. Also, it’s a new thing that it’s always harder to gain new customers than retaining the ones who were previously involved with your company or brand.

Renewed Contracts

Once your existing customers are more or less happy and satisfied with your brand, they are more likely to share their experience with their friends and relatives, and thus these new people might also turn into your customer ultimately. 

Increase in Revenue

One thing that customer marketing will make sure is that it will contribute hugely to increase your revenue. The customers who will be in a strong attachment with your brand will make it possible to level up your business to a great extent. You have to make sure your customer marketing strategy is being effective enough though.

Customer Marketing Strategies: What to Do?

There are lots of things that can be done by you. Even though at first it might seem a little bit difficult to determine where to start from, you might want to initiate your customer marketing strategies with your marketing channels that are already out there for you. You can create an online community of your existing customer to gain useful insights from them.

Apart from that, there is the option of creating blog content targeted to them. You can hold online events and promotional events as well in this sector. And there is always the direct emailing alternative for you.

Don’t forget to use the opportunities that you can have from the social media platforms. You can hold webinars in these platforms as well.

Whatever marketing channel you use in your customer marketing strategy, make sure you make your first impression quite interesting. A great first impression is more likely to work effectively for you.

You also have to put your customers in the spotlight. In this way, you are actually getting the brand exposure of your, in a more efficient and helpful way. Also, in the customer marketing focused events, you will have to get personal with face-to-face. Nothing beats the significance of a face-to-face interaction.

Final Words

You can be more creative and come up with far more interesting ways of doing customer marketing activities and strategies. Whatever you do, just make sure that your customers feel appreciated and valued, since they are going to make a huge contribution in determining whether your brand is going to make a massive sales and revenue in the next accounting period or not.

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