Retention Marketing: 3 Tips On How To Keep Nurturing, Post-Sale

Most conversations about “nurturing” today revolve around lead generation and lead scoring.  Getting leads “sales ready” is one of the benefits of popular tools like marketing automation software, which aims to, through a series of consistent and meaningful touches (like emails and social media activity) move leads from the top of the marketing funnel, where they simply display interest in buying, down to the bottom of the funnel, where they are most likely to make a purchase.

But when you look at nurturing from the other end of the sale, it’s still just as important post-sale as it was when you were courting that lead.  At this point, it’s all about retaining those customers you’ve worked so hard to get and keeping them engaged in a long-term relationship with your business.  Your current customers, that low hanging fruit, is not only a source of steady activity for you, but when nurtured and tended to properly, can supply a rich source for referrals.

Post-sale nurturing, as I call it, is better referred to as retention marketing. Retention marketing is the deliberate efforts you take to engage your existing customers in activity that positively reinforces their decision to work with or buy from you and continues to educate them on the ongoing value your business brings to the table.  The end goal of  retention marketing is to build loyalty and increase engagement within your existing customer base, which may result in additional sales.

Creating a retention marketing strategy isn’t as overwhelming as it may sound.  Here are three tips to get you started…

1.  Use email marketing.   Creating an e-newsletter is an easy way to communicate with your existing clients on a regular basis.  With help from tools like EMMA or Mail Chimp, you can deliver great articles and blog posts, promotions, contests, and surveys right to your client’s inbox. Just remember, many email platforms have strict SPAM rules and they’re serious about them.  Capture email addresses but use them wisely.  Determine a schedule that keeps you top of mind but doesn’t brand you as a pest. If you notice a high unsubscribe rate, consider making adjustments.

2.  Actively use social media.  Realistically, many small businesses can manage their online presence for about 15 to 20 minutes a day.  Pick one or two social media platforms like Twitter or Facebook and give it a shot. Because of its informal and non-scripted (well… that’s what we want people to think) nature, social media gives your clients a rare glimpse of  your personality and the culture of your business. Always be professional but don’t be afraid to share silly pictures from the office or even from your vacation. If you can manage to tie them back to a business need or core value, it’s a win-win.

3.  Make phone calls.  Take a day each month or so and just call your clients.  Actually pick up the phone and check in. Ask them how things are going and answer any questions they may have. Just as they received a sales call from you during the lead nurturing phase of the relationship, they should certainly get one now that they’ve spent a little cash.

Working a retention marketing strategy into your overall marketing plan is not only smart, but necessary to building and maintaining organic growth within your business.