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Customer Retention Posts

3 Reasons Why You Should Be Marketing to Your Existing Customers

Written by Elizabeth Bell on April 2, 2019 at 9:24 AM | 5 minute read

Bringing in new business is and always will be important. However, marketing doesn’t end when the ink is dry on the contract. Where are you focusing your efforts after that initial sale?

Your new customers shouldn’t disappear into a black hole, never to hear from you again – that initial transaction should be the start of their defined customer journey, complete with strategic touchpoints for success.

You might be familiar with these oft-quoted stats:

  • It costs 5x as much to obtain a new customer than to keep an existing one [Invesp]
  • Increasing customer retention rates by 5% can increase profits by 25% to 95% [research by Frederick Reichheld of Bain & Company]

As made clear, many companies are leaving money on the table if they don't continue marketing to existing customers once they make an initial purchase.

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Topics: Customer Experience, Customer Retention, Customer Advocacy, Marketing Automation, Online Community

3 Lessons from a Unicorn: How to Harness Customer Feedback to Drive Brand Growth & Success

Written by Gabrielle Wathen on March 28, 2019 at 8:49 AM | 5 minute read

Facts: The Unicorn is Scotland’s national animal; you are reading this right now; and Glossier, a direct-to-consumer beauty brand, recently joined the ranks of other female-founded “unicorns” (privately held startup companies valued at over $1 billion). How? Customer listening.

Emily Weiss, Glossier founder and CEO, managed to transform what started in 2010 as her beauty blog Into the Gloss... into a beauty brand valued at $1.2 billion, and they recently launched Glossier Play, their colorful spin-off brand. On what she did differently, Emily says:

“Many of the beauty brands I grew up with were expert-led. They told me what products were in style and how to use them. From the start, I wanted to take a different approach with Glossier by co-creating the brand and products with customers.”

If you haven’t harnessed the power of customer feedback, you’re missing a serious opportunity to grow your brand into a community of advocates with customer success and satisfaction in mind. 

You don’t need to have the same business structure as Glossier to heed lessons from their approach - B2B brands can benefit from using engagement tools like online community and marketing automation to tap into their customer base on a more personal level for product collaboration, customer feedback, and brand growth. 

So, let’s talk about the power of people, since all companies are really “people to people” at their core, you know?

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Topics: Marketing, Customer Communities, Customer Engagement, Customer Experience, Customer Retention, Collaboration Tools, Customer Success, Customer Advocacy, Online Community

Google Remarketing: 6 Tips for Advertising Success

Written by Marisa Fiore on March 21, 2019 at 8:58 AM | 8 minute read

There’s marketing, and there’s Google Ads  ‘remarketing’ – a term Google established in regards to their ability to enable websites to show targeted ads to users who have already visited their sites. The term ‘retargeting’ seems to get thrown around in the same bucket since this is the term Facebook uses in regards to their advertising efforts, but we’re talking about Google Ads (formerly known as Google AdWords) today.

The ultimate goal of remarketing? You want people to convert. Specifically:

“Remarketing is a way to connect with people who previously interacted with your website or mobile app. It allows you to strategically position your ads in front of these audiences as they browse Google or its partner websites, thus helping you increase your brand awareness or remind those audiences to make a purchase.” [Google]

When remarketing is done successfully, you can re-engage prospects that dropped off, transforming them into leads and converting them based on behavioral actions. When you increase conversions, you increase ROI. It’s as simple as that.

We’ll dive into some quick tips to help you embrace Google remarketing as part of your strategy.

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Topics: Engagement, Marketing, Member Retention, Customer Engagement, Customer Retention, Member Engagement, Advertising

Does Your Community Throw Love at the World? (Time to Start)

Written by Gabrielle Wathen on February 14, 2019 at 2:58 PM | 8 minute read

So, I’m sitting here amid three monitors reveling at my flourishing desk plants, surrounded by my fellow marketers and community builders, as the sound coming through my earbuds drowns out their faint keyboard clicks and nearby sneezes, when it hits me: some of y’all aren’t showing your community enough love... and it shows.

I’m listening to the ever-so-delightful Jonathan Van Ness, of Netflix’s Emmy-winning show Queer Eye, chat with Reese Witherspoon about lady entrepreneurship on his podcast Getting Curious. As if their charming and gracious voices streaming into my ears wasn’t enough, their conversation is topical and genuine… and Reese just said something low-key amazing:

“I think the most profound thing you can do if you are an artist or a community builder is just throw love at the world, in any capacity you can.”

-Reese Witherspoon

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Topics: Engagement, Member Retention, Customer Experience, Member Experience, Customer Retention, Marketing Automation, Online Community

Customer Journey Mapping 101: The What, Why, and How

Written by Renee Schaefer on February 5, 2019 at 8:01 AM | 8 minute read

Renee presented on this topic at Higher Logic’s annual user conference, Super Forum.

Talk about the importance of the customer experience is everywhere these days, and it’s not just analysts or leading organizations doing the talking anymore. Delivering a consistent, low-effort customer experience from end to end has huge business benefits, but requires a fundamental organizational commitment that must cut across departments and teams.

A great way to get your organization on board to measurably improve the customer experience is to step into the customer’s shoes and experience that journey from their perspective – what your customers are doing, thinking, and feeling along the way.

Customer journey mapping will help you identify, with data, what’s working, what’s not, and will compel you to take necessary actions to improve.

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Topics: Engagement, B2B Communities, Customer Experience, Customer Retention, Customer Success, Online Community

3 Ways Online Communities Help Software Companies Drive Revenue

Written by Brian Sugarman on December 20, 2018 at 8:17 AM | 8 minute read

As consumers, we know that brands that consistently deliver value and make our buying experience effortless will continue to win our business over time. In my household, for example, we’re more likely to buy add-ons like Audible and Amazon music because we know the same level of convenience we get with our Prime membership will exist.

Our relationships with companies like Amazon remind us of the high bar that’s been set for the modern day customer experience, not just in the consumer world, but also for business-to-business (B2B) sales. Whether consciously or subconsciously, this standard of service influences our expectations for our buying relationships with B2B technology vendors.

This is nothing new, by the way...although technology has changed how and where we buy, successful brands have always focused on delivering valuable products to their customers and making it easy for them to purchase. However, companies that compete in markets with little to no competition have found ways to be successful over time, simply by being the best or only option available.

Think old school cable television – with so few consumer options, your area provider could win your business despite a reputation of delivering horrendous customer service. Now, with the rise of Over-the-top (OTT) streaming subscriptions, I’ve found that the level of service and ease of doing business has actually improved with my cable company.

The software business model is another example with (historically) limited competition – until now. In a sea of growing competition, it pays to focus on your customers.

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Topics: Marketing, Customer Experience, Customer Retention, Customer Success, Online Community

Engagement, Upsell, Advocacy: How Community Tools Can Transform Your Customer Marketing

Written by Elizabeth Bell on October 2, 2018 at 7:45 AM | 4 minute read

Marketing to your customers is hard work – sometimes it can feel like you’re pushing the same boulder up a hill every day, like good ol’ Sisyphus.

Customer marketing can come with great rewards, though, especially if you’re using tech tools to make your life easier.

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Topics: Customer Communities, Customer Engagement, Customer Retention, Customer Success, Customer Advocacy, Online Community

[WEBINAR RECAP Q&A] The Value of Community in Customer Success

Written by Mark Ace on August 21, 2018 at 7:56 AM | 5 minute read

How do you convince an exec that community is worth it when ROI is long-term? Who should be responsible for managing a community?

Mark Ace recently discussed the value of online community in customer success in a Higher Logic webinar. He answered the questions you had about ROI, community management, customer support, and more.

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Topics: Online Community Management, Online Community Software, Customer Experience, Customer Retention, Customer Support, Customer Success, Customer Advocacy, Online Community

How an Online Community Meets 3 Needs You Didn’t Know You Had

Written by Elizabeth Bell on May 22, 2018 at 12:13 PM | 4 minute read

 

There’s a lot of hype around online communities now. But does that mean your organization really needs one?

You’re not alone. You or your stakeholders may be skeptical about launching an online community – after all, no one’s really asking for one yet. Why invest in something that may not seem like an urgent need? You’re right to ask questions and be concerned. You want to invest your time and money into improvements that will bring value to your organization, and it’s not feasible to put them into just any project.

Every organization is different, with a special product, industry niche, or value proposition for its members. But an online community addresses three challenges every organization has:

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Topics: Member Retention, Online Community Software, Customer Retention, Collaboration Tools, Online Community

Could Your User Group Be the Key to Increasing Customer Retention?

Written by Julie Dietz on March 20, 2018 at 8:30 AM | 4 minute read

Gamification. Loyalty programs. Personal outreach. There are endless ways you could increase customer retention, most of which will probably have a positive impact on your bottom line. But how much impact will they have? If your current programs are only making small improvements, what else can you do to improve retention?

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Topics: User Group Management, Customer Retention, Online Community

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