Attracting and retaining customers has never been as vital to the survival of companies as it is today. With the advent of the startup era, more and more organizations are being formed that offer practically identical services to the same cluster of customers. Because of the vast amount of choices, those seeking products and services have become more selective.
They are more privy to their wants and needs and they expect more–they want an experience that is consistently delivering customer value, is personalized and gives them a reason to engage with your product.
Enter marketing, specifically customer marketing. Executing a marketing plan focused on customer engagement is no longer just a pre-sales driven function. Rather, it is an integral strategy on the road to company success. Instead of trying to promote pure products and services, customer marketing puts the customer at the forefront.
Think of it as a merging of marketing and customer success. Why would potential customers want to engage with you? What is your competitive advantage? More often than not, what will set you apart from all other companies is the customer experience you offer.
Here are some proven marketing strategies we’ve found effective in engaging our customers and keeping them happy:
Create a Great First Impression
Making a great first impression is imperative. It sets the tone for any and all succeeding interactions with your customers. Engage your customers with a memorable first experience with your team and you’ll have solid a foundation to build on. On the other hand, give the wrong first impression and you strain your relationship with a customer from the get-go.
Not only that, you’ll have to work doubly hard to regain their trust and enthusiasm in the future.
This is where the customer success managers come in. In the initial interactions with customers make sure you set the bar with proper expectations. Let the customer know what to do next and in what capacity you’ll be available to help them. And then follow through. Give your customers a feeling of a personalized experience that is tailored to meet their business goals and needs.
As a bonus, we like to practice sending our customers a small token of appreciation. Here at WalkMe, we refer to these surprises as “WalkMe Welcome Boxes.” In the typical swag bag are small items like a water bottle, sunglasses, and a note from Team WalkMe. It’s small gesture but it leaves an impression that you take your customers and their business seriously.
Stay on Top of Your Customer’s Minds
Now that you’ve made an awesome first impression, your next task is to continually stay on top of your customers’ minds! Streamlining onboarding is the first key, of course. But, don’t stop there. Make sure you’re always following up and making your presence felt. Customers remember the interactions they have with you, which means you need to be able to provide a quality experience, at all times.
This is similar to the idea of transitioning from mere touch points to journeys in the customer life cycle, championed by McKinsey in their August Quarterly.
We make it a point here at WalkMe to stay in touch with our customers. On a personalized customer level, this is accomplished through routine check-ins to review metrics and make sure the customer is getting the most out of the platform, utilizing LinkedIn User Groups, and annual NPS Surveys for customer feedback to create better customer service.
WalkMe is also very much present in various social media channels such as Twitter, Facebook, and the WalkMe blogs. Frequent publishing ensures that our customers are in-the-know when it comes to WalkMe products updates, relevant industry news and trends, and so much more. This year, we also rolled out the WalkMe Insider, our own newsletter where we compile relevant WalkMe news and upcoming events.
Get Offline and Personal
Much like most everyday interactions, technology plays an essential part in your marketing strategy. It’s easy, fast, and convenient. At the end of the day, you are still dealing with customers—humans, who on occasion need some face-to-face interaction. That being said, remember that offline marketing is just as important as the online, technology-reliant aspect.
Offline presence at WalkMe takes the form of small customer events. We’ve successfully adopted this strategy in the form of meetups where we invite our customers for a night of networking and hear a key speaker talk about a particular field.
Having these types of in-person interactions grounds the relationship between you and your customers. It also provides an opportunity to get immediate feedback from them.
Find Ways to Make Your Customers Shine!
Create a channel within your marketing space where your customers’ stories can be featured. At WalkMe, we publish customer case studies on the WalkMe site under our Success Stories and Testimonials. Here our customers can share a little back story about themselves and their business and dive into their WalkMe experience. So far, we’ve had great feedback. Occasionally, we also publish more in-depth customer success stories on our blog.
It’s an excellent strategy that benefits both parties. Not only are you building a buzz around the success of your services; you are also increasing general brand exposure for your customers. It’s a win-win situation.
Customer Success has moved past being just a buzz word. In an age where our customers are constantly overwhelmed by choice, we want to make sure we stand out and so should you.