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Good practices for leads that have become customers

In the face of an increasingly competitive business scenario, customer retention is fundamental to the sustainable growth of any business. In this sense, it is necessary to adopt actions and good practices with leads that have already become customers in order to maximize their value and strengthen the relationship. Let's start from the premise that conquer a [...]

August 02, 2023 · Gustavo Trentini · 9 min read

Good practices for leads that have become customers

Let's start from the premise that winning a new customer can be challenging, but keeping it satisfied and faithful is even more important. We've already talked about it here on the blog. customer marketing and loyalty strategies, which became a key part of marketing actions involving customers.

What still happens and often we encounter projects here at NVX Digital, is the lack of planning and contempt (in some cases) for those leads that were conquered with much sacrifice and investment, but then they are forgotten and even neglected.

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Keep your lead list warm

It makes no sense in marketing to have a lead base (and there we are talking even inbound management with tools) and leave it forgotten or treat like the other segmentations that are still being prospected for sales qualification. Even if you have only one product or service to sell, your customers deserve personalized communication and always ahead of the advantages and benefits your company will offer.

I came across a customer case that sells infoproduct and had never done remarketing or differentiated nutrition actions with leads that became customers. The euphoria in the search for new leads for sales had a contrast with the customers, simply placed in the same sieve.

If you are having doubts about steps to comply with inbound marketing, I recommend reading this article What is sales funnel and why you need to have a.

Start looking at your “lead customers” with other eyes and apply the best practices of the market, which I brought here for free for you!

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Continuous and Custom Communication

Once the lead becomes a client, communication needs to be differentiated. It is essential to maintain frequent and personalized contact by sending relevant information, updates on products or services, special offers and even greetings on important dates to the customer. Personalization of communication demonstrates genuine care and interest in your individual needs.

Think of this lead as the first to receive the news from your company, whether institutional or commercial. Keep them warm with business niche-focused newsletters, for example, offering blog content that will help them on their sales journeys and bring an extra value. This customization generates trust and reciprocity, important steps for retention and new sales.

Loyalty and Reward Programs

This mode only grows. Developing loyalty and reward programs is an effective strategy to encourage repeat purchases. Offering exclusive discounts, gifts or special benefits to loyal customers can increase the satisfaction and the sense of value received.

When launching a new product or service, send these leads an email using the exclusive trigger offering coupon for discount on purchase. With base customers leads it is possible to put in an automation for sending content with rich material that are useful for the lead to apply in the practice of your day to day, solving the customer pains.

Using cashback in shopping apps and establishments has become common and attracts many consumers who usually shop routines, such as supermarkets. Cashback can be applied to any business, there are specialized platforms and prepared to create a more lasting relationship with your customers, through credit reward or purchase vouchers.

Excellence Support and Service

And that's the heel of many business acquiles, who sin on the support part. Even after the sale, customer support and service must remain impeccable. Providing efficient service channels, agile problem solving and a prepared and helpful support team are key aspects to ensure continuous customer satisfaction.

Keep efficient channels for fast service, such as WhatsApp, chatbot or even good old landline or mobile phone.

Feedback and Satisfaction Surveys

We've also talked about this a lot here on the Blog, but it's always good to remember. Requesting feedback from customers is a valuable strategy to understand your needs and expectations. Regular satisfaction surveys can provide insights into what is working well and what needs to be improved, allowing for continuous adjustments and improvements in the products and services offered.

Try to offer rewards to encourage responses and shipments, use NPS (Net Promoter Score) to evaluate the service of support personnel, seeking effective results in bringing the best experience to the customer.

Educational and Relevant Content

Follow the infallible inbound marketing booklet. In addition to promoting products or services, offer educational content and relevant to customers. E-books, articles, videos or webinars that add knowledge or offer useful tips can strengthen brand perception as an authority in your sector and at the same time demonstrate concern for customer growth and success.

When we talk about “relevant” it is important to differentiate commercial and educational content, educating the lead also means bringing solution to your problem. If the lead is already a customer, it already knows and uses its product, so deliver content that complements its success.

Monitoring Results and Indicators

Keep a constant track of customer results by identifying your strengths and weaknesses. Based on these indicators, offer suggestions and strategies to help them achieve better performance in their business.

Some companies create research and bring insights to strengthen other businesses, based on experience and innovation. For those who seek to make new sales the data are essential in the construction of closing strategies.

Exclusive Events

Promote exclusive events for customers such as workshops, conferences or special webinars. These occasions offer the opportunity for face-to-face or virtual interaction, strengthen the relationship with the brand and allow customers to feel valued and recognized.

We've already talked about this in the article. Is Co-marketing still worth it? Understand why. The partnership strategy around “win-win” can be valuable in relation to events that become acceleration and networking environments.

Incentive to Indications

Satisfied customers are the best defenders of a brand. Encourage them to indicate their products or services to others, offering rewards or benefits for each successful indication.

Sales for indications are high in consumer taste and have become popular with social networks, between influencers and brand promoters. Try to get to know better about this, you will be surprised at the success cases.

Create an ideal customer profile

This will help you understand your customers' needs and desires, so you can create content and campaigns that are relevant to them. The so-called ICP (Ideal Customer Profile) is vital for growing business that seeks to optimize processes aligned with expectation and reality.

The ideal customer profile shows what are the common characteristics of people with the greatest potential to close businesses with a particular company.

The information that this profile contains helps to understand a little more about the customers of a business, their preferences, problems they present and the expectations they have, among several aspects. Thus, these notions allow the sales sector to work on a more accurate approach, increasing the number of conversions and new sales.

Additional tips:

Promote your content on social networks and other online channels. This will help you reach a larger audience and generate more leads.

Use marketing automation tools to segment your leads and send personalized emails. This will help you to keep in touch with your leads and nourish them until they are ready to buy.

Take follow-up meetings with your clients regularly. This will help you maintain your relationship with them and ensure that they are satisfied with your products or services.

Use a content management tool to organize and manage your content. This will help you keep your content up to date and easy to find.

Use a data analysis tool to track the performance of your marketing campaigns. This will help you identify what is working and what is not, so you can adjust your campaigns as needed.

Try different content formats and marketing channels. This will help you find what works best for your target audience.

Don't be afraid to ask for help. There are many resources available to help you improve your inbound marketing strategy.

Conclusion

Remember that to maintain customer value and business growth, it is essential to be genuine in implemented actions and good practices.

The construction of long-lasting and meaningful relationships with customers is an investment that will bring positive long-term returns, both in terms of loyalty and brand recognition in the market.

Gustavo Trentini · Nacionalvox

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