How to Thank These Five Important Types of Customers During the Holidays
Your customers want to feel
appreciated. What better time to say "thank you" than the holiday
season? And what a great opportunity to build a holiday marketing campaign
around the relationships you want to nurture, build, and strengthen.
So, whom should you target?
Don't make the mistake of spamming your contacts database
with generic holiday email greetings. The emails will be ignored, your time
will have been wasted, and your brand will lose credibility.
Make your efforts count by sending personalized, thoughtful
messages and gifts to your customers. But, first, divide your customers into
the following five segments, and market to them accordingly.
1. Bottom-of-the-Funnel Prospects
These are customers who have already
short-listed or selected your product or service and will likely buy from you
before the end of the year.
The content you create for these customers should address
any lingering concerns they may have, as well as provide the information they
need to make an educated decision. Use your campaign to keep their attention on
your business as they work through negotiations and make their purchase.
Marketing objective:
Create goodwill while allowing your sales team to stay in touch with your
customers during this critical period in the funnel.
How: Send small
but engaging gifts. For example, help your prospects relax and unwind with gift
certificates for iTunes or gift cards for premium coffee. Keeping the gift
small makes it possible for prospects to accept it without feeling awkward.
They are also likely to use it immediately, and think about your company when
doing it. A small gift also provides the perfect hook for sales to touch base
and check in with how things are progressing.
2. Middle-of-the-Funnel Prospects
These are prospects who are actively evaluating your
product. At this stage, they are investigating their options and seeking out
data and information around how the product would actually function within
their company.
To effectively engage with them this holiday season, create
content that will keep you on their radar and help put your product on their
shortlist.
Marketing objective:
At this stage of the decision-making process, both the economic buyer and the
end user of your product have to be persuaded. Make sure you engage with all
parties involved.
How: Mail each
of them a personalized postcard with a digital gift included. This tactic
harnesses the sincerity of a physical card while drawing them to your website
to receive their gift. The more positive interactions they have with your
company, the greater the chances that you will make it onto their shortlist.
3. Current Customers Who Are Upsell and Cross-Sell Targets
Don't underestimate the importance of your current
customers. It costs less to sell to them than it does to attract new customers.
They are also loyal and less price-sensitive, and they have expressed interest
in buying additional services or products from you.
Marketing objective:
These customers have been valuable to your company. Let them know you
appreciate them and their business. As with the middle-of-the-funnel segment,
engage and create goodwill at multiple levels: the economic buyer, the
end-users, and the key influencers in the buying process.
How:
Discounts provide incentive for customers to take advantage of your up-selling
and cross-selling opportunities, so harness their loyalty with special offers.
You can also give your customers the gift of relaxation in the form of spa gift
certificates or Amazon gift cards. For top customers, send gourmet food and
wine.
4. Customers You Want to Nurture as Advocates for References
and Recommendations
Customers trust their peers more than they trust you, which
is why your customers who have advocated on your behalf should be a top
priority this holiday season. This segment also includes customers who are
great brand names themselves, and customers who are making exemplary use of
your product.
Marketing objective:
Make them feel appreciated, and encourage them to become, or remain, your
advocate
.
How: These
customers are your most valuable allies, so invest in sending them a gift they
can use on a regular basis. Subscriptions to entertainment services like Hulu
Plus and Spotify are a great choice because they will get your advocates
excited about continuing to support you into the New Year.
5. Partners You Want to Thank and Build Relationships With
Successful businesses don't exist in a vacuum. They often
stand on the shoulders of partners who provide access to customers,
geographies, supply, technology, and expertise critical to the growth of your
business. Suppliers and technology partners, channel and regional partners, and
partners who act as consultants and advisers to your customers are all part of
this critical group.
Marketing objective:
Show that you are a team player and that you appreciate what your partners do
for you and your customers.
How: For their
holiday gift, send digital gift cards via your personal email. You should also
create awareness of your business in the partner organization by sending
branded, sharable food items to top partners.
It's the most wonderful time of the year, but also a very
stressful one. You can stand out and make a positive connection with valuable
customers by offering sincere gratitude and genuine holiday greetings.
Timely and well-executed holiday marketing campaigns will
ensure your relationships come through for you in Q4 and are ready to start
working for you again in the New Year.
No comments:
Post a Comment