With all of the hustle and bustle associated with attracting, growing, and converting leads, it can oftentimes be easy to forget the real key to achieving sustainable growth: cultivating loyal customers. This means not only a customer that will offer a consistent source of revenue, but who will also provide valuable recommendations to help in enhancing products, and even drive new prospects to your brand by recommending your products and offering testimonials.
Strong customer relationships are vital to any business strategy, but unfortunately, they are often given little priority. Marketing automation can help in improving customer relationships. While there is a common misconception that marketing automation comes to an end once a customer is converted, that is actually not the case. Marketing automation can continue to provide a number of important benefits, even after a deal is concluded.
Oftentimes, marketing automation efforts focus on personalizing content for the purposes of bringing new clients on board. In reality, however, customization is just as important to current customers. Marketing automation can provide a wealth of information regarding a client’s recent activity, including any content he or she may have recently downloaded, areas where he or she may be struggling, or an area where they may be interested in expanding their knowledge. Having this information available can ensure that the right questions are crafted, while also ensuring that you’re providing a more valuable customer experience.
Identifying Brand Ambassadors with Lead Scoring
Lead scoring can prove to be a highly effective method for identifying the biggest fans of a brand quickly and easily. This is important for several reasons. Customers who download and share content regularly and who interact on social media accounts are extremely valuable. Not only can they offer credibility, but they can also become powerful brand ambassadors. Lead scoring offers the opportunity to identify such customers and begin the process of building relationships with those individuals, while also rewarding them for their loyalty.
Marketing automation is excellent at providing drip marketing capabilities, which can be quite beneficial for helping current customers have an even more valuable experience. This is precisely what drives true customer loyalty and retention.