If you’ve ever worked in sales, you’ve probably seen “ghost clients,” also known as one-time buyers: those who were convinced to buy a product from you, very happy with their purchase, but were never seen again. Being ghosted is certainly not a pleasant feeling, especially after you’ve put effort into making things work.
But you’re not here to hear me vent; you’re here for solutions, so let’s talk about how to unlock customers’ lifetime value through marketing so that they not only won’t disappear after one deal but instead come back to you and ask for more!
1. Understanding Your Customer’s Journey
Imagine working in a skincare retailer where you have the opportunity to earn substantial commission fees when closing deals. How would you plan your strategy to set yourself up for success?
If your plan was to walk up to a random customer and start gushing about one of your best-selling serums, chances are you would just get the dreaded “no I’m good thanks” response. It’s not about your skills; it’s because you lack knowledge of where they are in their customer journey, making your solutions irrelevant to them.
Similarly, to succeed in marketing, it’s crucial to plan your strategies around your customers’ journey. By identifying their pain points and understanding where they are in their customer journey, you can take relevant actions that increase the likelihood of closing a deal.
2. Prioritize Low-Effort Marketing
You’ve heard of the old saying, “less is more,” and it holds true in marketing as well.
When it comes to marketing, we believe that a simple campaign can often outshine an elaborate extravaganza. For example, if you’re trying to promote a product or service for your client, sometimes hiring an influencer might work as well as, if not better than, a large-scale production involving professional videographers. Influencers have the ability to connect with their followers authentically and create a sense of trust and relatability. Their ability to showcase products or services in an organic and genuine manner can be more impactful than an elaborate production.
In addition, low-effort marketing also allows for precise targeting and personalization. By understanding your customer’s journey and pain points, you can tailor their messages and offers to resonate with specific customer segments, increasing the chances of capturing their interest and driving conversions.
3. Take advantage of marketing sales automation tools
While gaining new customers is exciting, the real value lies in establishing long-term partnerships. If you want to turn every client into an opportunity for a lifetime partnership, a rule of thumb is always to make them feel as if they were your only client. However, maintaining personalized attention during peak seasons can seem impossible. That’s when marketing sales automation tools come in handy.
These tools automate routine tasks, enhance communication and collaboration, collect and analyze data, and deliver personalized experiences. By utilizing these tools, you can build stronger relationships with your customers and increase their lifetime value.
These are the tools that we employ at Candybox:
- HubSpot: Collects and analyzes customer data for personalized experiences
- Pipedrive: Streamlines sales management
- Calendly and Zoom: Improve communication
- Typeform: Gathers feedback
- Monday: Enhances project management
- Campaign Monitor: Delivers targeted messages and campaigns for customer engagement and loyalty
4. Learn from someone who knows how to retain customers
Darrell Keezer, CEO of Candybox Marketing, is hosting a webinar on 31 May, exclusively talking about How to Unlock Your Customer’s Lifetime Value. During the one-hour session, he’ll show you real-life examples of how you can earn loyal customers through mapping out their customer journey, maximizing low-effort marketing, and utilizing marketing automation tools.
Sign up now before the seats are gone!