If you have a business, you have customers.
But do you know your customers? Do you know what they need? There are a lot of factors you need to consider when you grow your business.
Customer growth is the name of the game. Customer engagement is just as important. Without it, you can’t retain the customers you set out to grow.
It doesn’t matter what your growth rate is as a company. You simply cannot sustain it without the proper growth strategy.
There’s no need to panic, though. We have six powerful and useful tips to grow your customer core and maintain that growth.
What Does it Mean to Nurture a Customer?
When you nurture a customer, you directly participate in customer marketing.
Nurturing a customer means you create a beneficial and lifelong relationship with them throughout their customer journey. You have to devote yourself to the customer’s needs.
There are many ways to do that, the best of which we outline below.
Adobe Marketo Engage’s blog, though, outlines the general ways to accomplish customer nurturing:
- Set goals
- Find and enact the best solutions to achieve those goals
- Coordinate your nurture program with those goals
When you nurture a customer, it leads to customer success. This success brings about revenue growth for your company. Once you show your customer you are loyal to their buyer journey, they return that loyalty. The more loyal customers you have and retain, the more business growth you see.
Tips in Keeping and Growing Your Customers
Customer growth is a top priority for Saas companies. SaaS companies are “Software as a Service” companies.
They are a great example of how your company can succeed if you know how to keep your customers.
Essentially, they do exactly what they sound like. They introduce Internet users to their own applications and software. These customers can then use their services remotely.
It is crucial for a SaaS company to keep a steady stream of satisfied customers. It ensures that they have fruitful business growth. This happens when you maintain productive relationships with your buyer. In an age where the majority of services are offered online, it can be tricky to maintain such a relationship.
This is where we come in. If you follow these tips, there’s no telling the ways in which you can succeed. Even if your business has a client base from a different country, you can keep a competitive edge in your specific marketplace.
A lot of other online businesses benefit in the same way from a positive buyer journey.
Choose the Right Marketing
Your marketing strategy is everything. There are many roles that your strategy plays in your business value.
You need to primarily make sure that your customer acquisition cost is affordable. If you do so, you have more of a chance to appeal to more customers. You can also then spend more on advertising and marketing tactics. These are key to your brand purpose.
The next important aspect to think about when you choose the right marketing is to target the right market.
Who will work well as a customer for your brand? Who will not? Your demographic should reflect your brand’s values.
Are your conversion rates from leads high? Are they too low to grow your business? If you have high conversion rates, you probably have a high-functioning marketing department. The two go hand-in-hand.
When you figure out who does not fit in as a buyer for your business, you save on cost. It is not cost-effective to waste marketing budget dollars on customers who do not convert. It also promotes a negative brand image to do so.
This is why you not only need to enact the right marketing strategy. You also need to host a team of qualified marketing professionals who know your buyers inside and out.
Develop a Customer Persona
What is a customer persona? A customer persona, or buyer persona, is a theoretical customer. It works as a framework that shows you who your best bet as a customer is.
It is a useful tool that shows you who your perfect buyer is. This allows you to align yourself with your company’s core values. Once you perfect the customer persona, you reinforce that you should never settle.
As you develop the persona, ask yourself some questions about them specifically:
- What are their pain points? Or, what are the crucial problems they might run into when they use my product or service? What annoys and frustrates them?
- What are their challenges? These can be personal challenges that come to light when they buy or use your product or service.
- What is their behavior? How do they act as a consumer? What are their buying habits?
- What are their goals? Nurturing your customers means you have to know what they want to achieve. It is not a one-size-fits-all approach.
Now, you can ask yourself some questions about your product or service related to the customer persona:
- What do you offer them? How is what you offer them better than what they can get somewhere else?
- How are you going to benefit their lifestyle? You have to be specific here. No buyer wants to feel marginalized or generalized.
- How are you going to solve their problems? Again, be specific.
After you answer these questions, you should have a better idea of what your customer persona looks like. Your marketing strategy has to reflect that.
Drive Product Adoption
Getting a customer to buy your product or service once is all good and well. But you can’t stop there. This is where product adoption comes to light.
Product adoption is the process when your users find out about your product. Then, they understand why it matters. Finally, they use it because they understand why it matters specifically to them and their lifestyle.
You need to follow a tight schedule when you drive product adoption. For example, set a timeframe (usually a number of days) that you want product adoption to happen during.
Of course, that timeframe can fluctuate. It all depends on what product you are selling and how intricate it is. Since you can’t take a one-size-fits-all approach with your customer, you also can’t take that approach with your products.
There are ways you can drive product adoption. Here are some of them:
- Set benchmarks for your customer with a roadmap. Benchmarks make an overwhelming process more reasonable. They bolster impulse control for your buyer. They also show them the results they can achieve when they use your product or service.
- Use email marketing. A proper email marketing campaign provides your customers with resources. They can then reference the resources when they feel confused or overwhelmed with the process. It shows that you care and build an intimate relationship with your buyer and the product. Since it’s your product, it builds a working relationship between the buyer and your company, too.
- Take advantage of your app and its services. It should have features that allow your consumers to adopt your product smoothly and efficiently.
Once you do all of the above, you can reassure yourself that your customer core is satisfied. Customer growth builds from there.
Upsell Products or Services
Now, you can go to your loyal customers and upsell. It will increase your profit margin and increase customer satisfaction. Once you know what products and services they like, you can cater to them by upselling.
This is especially important to retain customers. For example, if your last product failed in their eyes, you can reign them back in with a new one. It shows that you heard their concerns and addressed them promptly.
Work on Customer Retention
We’ve already gone over upselling products or services for customer retention. But what else can you do to work on customer retention?
It seems simple. But the best way to keep your customers is through stellar customer service.
It can be easy to overlook this when you get caught up in the other stuff. But don’t forget how much it matters for customer growth.
As you develop as an organization, you will find many other ways to also develop retention strategies.
Create Your Brand Advocates
A brand advocate wears a lot of hats, but their largest one is that they promote your products.
They do this through:
- Posting reviews
- Reaching out to potential buyers
- Using social media to promote your products and services
When your customer has someone trustworthy to answer their questions about what you’re selling, they start to trust your brand too.
They also might want to share their own positive experiences after they see those of your brand advocates.
Keeping customers can be hard. There are a lot of steps to do it. There are also a lot of tools to do it with.
If you feel like you need help keeping your customers and promoting customer growth, reach out to us on our website. We have a blog if you want fast tips on staying ahead in your competitive market. But we don’t stop there. We offer a lot of services to better your business, too. If you like what you see, book an intro call with us today.