How To Create A Customer Loyalty Campaign With Content & Increase Customer Lifetime Value
Create customer loyalty campaigns that help you keep your best customers, increase customer lifetime value and generate good will and positive word of mouth.
Content Marketing loyalty campaigns may be the most under-utilized tool in your marketing pipeline. Because there is so little competitor activity in loyalty marketing, it offers great opportunity to attract and keep a group of loyal customers on their way to becoming brand evangelists.
Where Loyalty Campaigns Fit In The Pipeline
Our business outcome is to reduce customer defections (save money) and increase customer lifetime value (make money).
If your brand has been marginalized, you trade in a declining and saturated marketplace (telecom) or have no customer loyalty at all. Customer loyalty campaigns offer you the chance to attract, keep & build a loyal crowd who buy more, more often (depending upon your product/service of course).
Loyalty campaigns can be so much more than points programs. Your key objectives can vary month to month, from promotional incentives to gifts and education. I suggest the primary concern here is to increase the customer lifetime value through 2 things: remind every customer how valuable they are to your business and how much you love them (without grovelling) and encourage additional purchase and up-sell, cross-sell opportunities.
How would you go about structuring a loyalty campaign. Here's a sample based upon the glaring fact that something like 85% of all businesses neglect to thank customers for the first (or any) purchase.
Let's build a Thank You campaign that could evolve over time into a Customer Appreciation campaign.
Directly at purchase time, the customer account is triggered for an auto-responder email campaign. The campaign contains 12 emails, delivered at 2 week intervals, plus 4 emails delivered in the first week.
One benefit of campaigns designed like this is to reduce customer complaints and purchase refunds/returns. Then there's customer lifetime value. Oh, and reduced selling expense on every purchase they make.
Purchase happens, and then instead of nothing at all:
- thanks email, offer up-sell
- 22 hours later: "have you used your XYZ yet" message, offer up-sell
- 48 hrs later: our complimentary "How to use XYZ guide" available by clicking to site
- landing page call to action
- download page
- offer ebook guide
- 48 hours later: did you see page 5 in the ebook, customers sometimes have trouble with..." + download again for special offer ...
- 2nd download page has original up-sell, described differently with bonus item
- if purchase: thx email
- enter address to 1 email every 2 wks for 1st 6 mths
The trick with these campaigns is brainstorming creative and writing compelling material that entices and attracts them enough that they open the emails and click through back to your website where you will be showcasing other offers of value and worth.
Call us today to get your "Customer 1st Content Marketing Campaigns" for Marketing & Sales efficiencies & achieving increased revenues. We'll get you started. You'll see results.
Toll-free North America 1 (877) 949-2726 for Content Marketing Campaigns.
- Get Content Campaigns
- Get Content Strategy
- About Busywriter
- Selected Customers
- Site Map
- Contact Us