Growth marketing is about growing your customer base quickly with constant testing, experimentation, and expansion of your marketing tactics. But to be sustainable, it also must focus on creating and nurturing customer relationships. Effective growth marketing improves customer relationships, reduces churn, and increases the lifetime value of your customers.
To create sustainable growth through marketing, you have to focus on the customer experience. Your marketing must build loyalty so that you can boost retention and turn consumers into brand advocates. Quality customer service is an innate aspect of growth marketing.
In practice, growth marketing is the key to unlocking customer service success through all stages of the customer journey.
To acquire new customers, you have to activate their attention and interest. At the acquisition stage of the customer journey, customers are looking for answers or solutions. They want to learn about products or services that can help solve their problems or bring delight into their lives.
Pushing too hard for an instant sale can turn people away. Instead, you want to help prospective customers learn about your brand. For example, many companies use content marketing to engage new customers and position the brand as a thought leader. Or they utilize trial offers and introductory campaigns to build familiarity and credibility.
First impressions are everything. If your growth marketing strategy doesn’t create a solid first impression with potential leads, you are missing out on opportunities. You need to show leads that your brand can improve their lives. This isn’t just about the product or service you provide — it’s also about how you provide that product or service. Remember, quality customer service starts before you land the customer.
Turning a lead into a customer is just the beginning of the journey. Now, your growth marketing efforts need to focus even more on the customer experience. Your products or services cannot keep customers on their own. They need to be paired with a high-quality customer experience. The quality of the customer experience can determine if your business grows or stagnates.
To strengthen customer relationships, you need to nurture and engage your customers. This can include cross-channel marketing sales, promos, updates, and newsletters. Ultimately, nurturing the customer involves reaching out to them with personalized campaigns and offers that meet their current and changing needs.
Your customers have a lot of choices. To earn their loyalty, you need to ensure they feel like more than a dollar sign in your database. You can lean into classic loyalty-building strategies such as membership programs, status awards, and exclusive access to sneak peeks. But you should leverage growth marketing to go a step further.
Research historic customer actions and develop segmented loyalty campaigns for different groups of customers. This builds value for your customers. It improves their experience and ensures they see your brand in a positive light. However, you can’t just focus on marketing as a customer experience tool. You also need to ensure that you’re providing customer service tools that empower and guide your customers.
Contemporary customers don’t want to sit on the phone or wait for a customer service rep to appear in their chat window. They want to take care of problems quickly on their own. To improve the customer service experience, you need to empower your customers with self-service support tools.
Customers should easily be able to pull up your web site and learn more about your services. They should easily be able to find answers to common questions. There should be a seamless process for downloading installation instructions, modifying subscription preferences, or ordering additional parts. Self-service materials empower customers to take care of problems on their own.
This may sound counterintuitive. After all, if you’re trying to nurture the customer relationship, shouldn’t you take a hands-on approach? Well, not in every situation. Most customers want to solve basic problems quickly and easily. Giving them the tools to do so creates a customer-first feeling that helps to improve retention rates.
At the same time, giving customers self-service tools also frees up your resources for more complicated customer issues. While customers want to handle the basics on their own, they also want knowledgeable and accessible customer support as needed. If your customer service team isn’t bogged down with simple questions, they have more time to provide support for complicated issues.
All of the above elements affect your customer satisfaction rates. But you can’t just assume your customers are happy. You need to reach out and ask them. Incorporate customer surveys through all stages of the customer journey to see how customers feel about your brand.
Use their feedback to identify your strong and weak points. Then, leverage this information to improve your processes. A satisfied customer base is one of the most important assets your business can ever have.
Even if you have great customer service, some customers may still stray away. Don’t let them. You shouldn’t wait years or even months to reach out to customers who haven’t been engaging with your brand. Instead, you need to stay in the forefront of their mind through constant reengagement.
Reach out after they make a purchase with customized offers and suggestions. Follow up on abandoned carts. SEO, digital marketing, and email marketing are just a few of the marketing avenues you can utilize. Regardless of the exact tactics you use, make sure that your growth marketing strategy includes reactivation or win-back campaigns. Once you have a customer, you don’t want to lose them. Acquiring a new customer is always more expensive than retaining an existing customer.
Building Lifetime Value
The more customers engage with your brand, the higher their lifetime value becomes. When customers have an authentic and valuable experience with your brand, they become advocates of your brand. They talk about your brand. They share posts on social media. They tell their friends and colleagues about you.
A reward-for-referral strategy can help you maximize the potential of this stage. It costs less than other marketing efforts, but it helps your company to grow more effectively.
Growth marketing requires you to drill down deep and find the influences that your competitors are overlooking. This involves customizing marketing and outreach campaigns. It means personalizing the customer journey and bringing in the right growth marketing resources to achieve goals.
Growth marketing will make your customer experience meaningfully different. Your customers will feel valued, and in return, they will become loyal advocates of your brand. But it all starts with growth marketing.
Image credit: Yan Krukov; Pexels