Many marketers understand the power of implementing automated drip campaigns to turn leads into customers by moving them through the sales cycle. Truly successful marketers know the best bang for your marketing buck comes from using drip campaigns to nurture existing customers. Why? Smart marketers know that it’s easier and more cost effective to sell to existing customers than it is to cultivate new leads. How much easier and more effective? According to the authors of Marketing Metrics, the probability of selling to a new prospect is 5-20% while the probability of selling to an existing customer is 60-70%. That’s math anyone can understand and it’s a process that begins with onboarding new customers. Of course, successful customer drip campaigns start with a content marketing strategy that guides your efforts and keeps you focused on what you want to accomplish with your drip. Beginning with a well-defined strategy allows you to create drip campaigns that respond to the specific needs and interests of specific customers. In this blog, I’ll give a deeper dive into how to create a drip campaign with your existing customers in mind. Begin With the End in MindWhen creating drip campaigns set expectations from the very beginning and provide additional value from the start of what should be a long and valuable relationship.
Offer Solutions and Establish Thought LeadershipDrip campaigns are excellent for promoting useful content that establishes you as a valued thought leader. Build trust and deepen relationships with well-planned nurtures. Here are a few helpful tips to get you started.
It’s A New Dawn, It’s A New Day, and Your Email’s Feeling GoodFeel-good emails are a great tool for building rapport, trust, and confidence with your customers. What’s a feel-good email? Here are examples of just four proven emails that make your customer feel appreciated and top-of-mind.
The Write StuffRemember: it’s far more cost effective to keep an existing customer than it is to acquire a new one, so customer drip campaigns are not the place to “fake it ‘til you make it.” Your success relies on providing real, valuable content. Anything less will set off your customers’ insincerity meter and risk creating the perception that all of your content belongs in the junk folder. Give content the short stick and your clients will likely do the same for you. How have you utilized drip campaigns with your existing customers? What successes have you seen with this engagement strategy? Tell me about your experiences below in the comments.
The post How to Use Drip Campaigns to Nurture Existing Customers appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership. from https://blog.marketo.com/2017/10/use-drip-campaigns-nurture-existing-customers.html
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