Lifecycle marketing means marketing to your existing customers, based on the status of the relationship. It is even more relevant for SaaS customers, who will only renew their subscription if they love what you do for them and you continue to provide value month after month. This means you don't stop adding value once customers sign up for your paid service.
Just like how you nurture leads that are different statuses, you want to treat groups of customers differently also. Communicating with a customer who is "at risk" should be different than with one who is a raving fan.
Here are six mobile tactics to help you stay connected with your customers to generate and maintain customer love.
1. Text Reminders
Sending out a text to customers can help keep your business top-of-mind, let them know about a special promotion you're running or offer them an opportunity to receive more information about new product updates.
2. Polls and Surveys
Need some quick feedback from your customers? Send them a poll and let them respond instantly with their mobile phones. In addition to the benefit of getting to know your customers better, they will feel appreciated that you are asking for their feedback. This helps build rapport and loyalty with your brand.
Who doesn't love to get something for nothing? By offering your customers a chance to win something of value such as a first look product preview or a behind the scenes exclusive, they will be excited to be apart of your community and share your story.
4. Push Notifications
Imagine being able to automagically send a personalized reminder to a customer of yours as they're walking or driving past your store? Anywhere that relies on people being in the right place at the right time when they're interested in buying something is a perfect opportunity to send a push notification.
Using the smartphone's geo-location technology, location based mobile marketing technology can monitor when a customer comes within a specified distance of your location and send them a text letting them know about a specific promotion or daily special.
5. Social Integration
Your mobile campaign can be easily integrated with all the major social networks, which is where your customers are most likely to discuss their great experiences, recommend their friends check you out, and pass along your contact info. Take full advantage of that by making it easy for them to tweet, post and share.
6. Loyalty & Membership Programs
Give your repeat customers every reason to keep coming back by offering them promotions that provide real value for them to be a repeat customer. Add additional benefit for referring a friend or passing along your campaign links to their friends via social sites.
Take loyalty a step further by offering your most valued customers a chance to enter your exclusive insider group! These people are your inner circle, your most loyal and most active brand advocates. Save your very best promotions and benefits for these people and they'll keep coming back for more!
By keeping track of how many people respond to your messages and how much they spend on average, you can easily determine your mobile ROI. Tracking more detailed information will give you a solid demographic and even psychographic understanding of your customer base, which can help you fine tune your future campaigns.
Optimising Digital Marketing Campaigns with Search, Social and Analytics
At SES London (9-11 Feb) you'll get an overview of the latest tools, tips, and tactics in Paid, Owned, Earned, Integrated Media and Business Intelligence to streamline your marketing campaigns in 2015. Register by 31 October to take advantage of Early Bird Rates.