For most companies, marketing is about driving leads and sales.

Companies invest time and effort to capture people’s attention, nurture them, and close deals. The nurturing process includes blog posts, videos, infographics, eBooks, one-pagers, podcasts, and advertising.

customersOnce the prospect decides to become a customer, something strange happens: the company stops marketing and selling to them. The customer is taken for granted because they’ve bought the product or service. Game over.

It’s the wrong approach.

Like prospects, customers have to be nurtured, educated and entertained. To keep customers happy, it is important for companies to meet their needs and interests on a regular basis.

They need to know how a product is evolving and how they can get more value from it. They need to be trained and given insight so your product retains its attractiveness and luster.

This is accomplished using some tools such as:

Newsletters: A monthly newsletter is an effective way to touch base with customers on a regular basis. It reminds them that you exist and you continue to provide them with insight and information. Good examples of corporate newsletters include Grammarly and GoSquared.

Blog posts: While blogging isn’t as sexy as it used to be, it is still a great tool to educate, engage and provide thought leadership. Blogs are multi-purpose vehicles; they can meet the needs of customers, prospects, the media, and analysts.

Videos: In a fast-moving world, videos are powerful. They deliver lots of information in a short period of time. I’m working with a client that has an in-house team that produces training videos for customers. These videos are an integrated part of the company’s product, delivering insight, tips, and information to different stakeholders.

Knowledge Centers: The problem with many knowledge centers is they’re boring. It explains why no one uses them. This information should be more accessible and user-friendly by using media such as videos, photos, and GIFs.

Webinars: Educate your customers with a 30–minute Webinar about new features or industry trends. A Webinar is an opportunity to showcase new ideas and interact with customers in real-time. Customers can also watch recorded versions of the Webinar at any time.

For more thoughts about how to marketing to customers, check out this blog post by Intercom’s Ruairi Galavan.


I make marketing work for fast-growing companies..and companies looking to grow faster.

Through strategic and tactical services, I create marketing that drives brand awareness, customer engagement and sales growth. My approach to marketing is underpinned by storytelling, creativity, and proven frameworks. I also offer coaching services for entrepreneurs looking for strategy and tactical guidance.

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