Customer Marketing: Your Best Growth Driver In 2023

In today's competitive market, customer marketing has become a critical aspect of any business. It's not just about acquiring new customers, but retaining them and building long-term relationships that lead to advocacy and referrals. In this article, we will explore the world of customer marketing, its benefits, and how you can implement it to drive growth and revenue.

What is Customer Marketing?

Customer marketing is a strategy that focuses on building relationships with existing customers to drive business growth. It involves engaging customers throughout their entire journey with your brand, from the initial adoption of your product or service to retention, expansion, and advocacy.

The four pillars of customer marketing are adoption, retention, expansion, and advocacy. Adoption refers to the process of acquiring new customers and getting them to use your product or service. Retention is the key to keeping your customers happy and loyal to your brand. Expansion involves upselling or cross-selling your existing customers, while advocacy is the ultimate goal of turning your satisfied customers into brand advocates who will refer others to your business.

Customer marketing involves a range of tactics such as case studies, reviews, referrals, and reference programs. These tactics help to showcase the value of your product or service to potential customers and provide social proof that your brand is trustworthy.

“Aha” Moments with Customer Advocacy & Marketing

Customer advocacy and marketing are not new concepts. In fact, they have been around for more than 25 years. What's interesting is that customer advocacy can be used even before your product is launched by connecting with your customers and gathering feedback.

One of the most significant benefits of customer advocacy is that it can help you identify your customers' "aha" moments. These are the moments when your customers realize the full potential of your product or service, and it becomes an indispensable part of their lives.

Start with a Customer Reference Program

If you're looking to get started with customer marketing, one of the best ways is to implement a customer reference program. A customer reference program is a way to leverage your existing customers' success to expedite deals with potential customers.

To get started, identify your most satisfied customers and ask them if they would be willing to act as a reference for your brand. Once you have a list of reference customers, create a program that rewards them for their participation, such as a discount on their next purchase or access to exclusive content.

Events are Back: Retention & Expansion with Customer Marketing

As the world starts to open up again after the pandemic, events are back, and they can be an excellent way to engage with your existing customers and drive retention and expansion. Events can range from small meetups to large conferences, depending on your business's size and industry.

To get the most out of your events, create targeted content that addresses your customers' pain points and interests. This will help to drive engagement and build stronger relationships with your customers.

Direct Mail Campaigns

Direct mail campaigns can be a highly effective way to stand out in a crowded marketplace. From sending champion glasses to 83 cent jelly beans, creativity pays off with direct mail!

Highly Regulated Industries: The Apple of Direct Mail

In highly regulated industries, it can be challenging to send expensive gifts to customers due to compliance restrictions. However, that doesn't mean you can't stand out. Make your packaging like Apple - fresh, crisp, and sexy, and you'll catch your customers' attention.

Charity E-Gift Play

Instead of just donating to a charity on behalf of your customer or prospect, why not take it a step further and mail them a receipt of their donation and thank them? This small gesture can go a long way in building a stronger relationship with your customers and prospects.

In conclusion, customer marketing is a crucial strategy for any business looking to drive growth and revenue. By focusing on your existing customers. Try and turn 1 customer into 10 new customers.