How to Attract Repeat Customers Post-Purchase
So much attention is put into marketing to consumers in the early stages of the consumer journey that many marketers overlook what is equally important, especially if they want customers to buy again and again: post-purchase marketing. These interactions with your customers are essential for keeping them loyal and enthusiastic about your brand for the long haul. They’re also more cost-effective to focus on, since it can cost 4-10 times as much to attract a new customer versus retain an existing one.
First, Segment Your Customers
Just like you set up various buyers’ personas early in the lead capturing process, you’ll need to realize that you now have a few types of customers to address with post-purchase marketing. One group is the Loyalists: those that are thrilled with your products or services, who are likely to tell others how great you are, as well as buy from you again. These you’ll nurture differently from the Passives, those who liked their purchase but who maybe have no plans to tell others or buy from you without a little nudging. You may also have the What’s in it for Me segment, who stand, with their arms crossed, daring you to give them a reason to consider you again in the future.
Each segment will require a different approach after the sale, so spend some time getting to know how to motivate them to come back to you.
Take Your Advertising Up a Notch
No matter how much you invest in digital advertising, it’s imperative that you use a different advertising strategy to reach customers after the purchase to get them to buy from you again. Because they are already familiar with your brand, the offer, image, and frequency of your ads should focus on enticing them back, not introducing them to your brand and products. Cookies can be very effective here, so take advantage of their full capabilities.
For example, if you have a customer who bought a high-end watch from your online accessory store, there’s no need to advertise that same watch to that customer. Instead, you could expose her to ads for other products, like jewelry or hats. Because she already has a connection to your brand, you’re just showing her other products that she might like.
Another important thing to take into consideration with online advertising is the fact that consumers use multiple devices to shop or research online. A customer might look for something on her tablet, then switch to her phone on her lunch break, then sit at her desk and peruse on her PC after work. With cross-device marketing and advertising, you ensure that your post-purchase message is on-point based on the device your audience is viewing it on.
Consider the Content
At each stage of the buyer’s journey, consumers want different types of content, and post-purchase is no different. The customer no longer needs solutions to her problems (she’s already purchased your product to help with that), but now she needs content that will enhance her experience with it.
On your company blog, you could create content to address her needs such as:
- Product tutorial
- Video on features of product
- Tips to get more out of the product
- Commonly asked questions
Your email content, too, is a great place to really hit home on what customers need after they buy from you. Think beyond the basic transactional email to deliver more value:
- Thank the customer personally for her purchase
- Provide links to track the package, as well as get answers to questions
- Offer post-purchase offer to entice a fast turnaround purchase
- Ask for a review
- Make a suggestion for something else she might like
- Provide informative articles
- Send reminders to restock
Don’t Forget About Loyalty Offers & Referral Programs
While some customers will be loyal on their own, others like those What’s in it for Me folks might require a little incentive to come back and buy more or tell others. By setting up an appealing loyalty rewards or referral program, you give customers something to work toward: increased savings or free products.
First, make sure the rewards customers can work toward are appealing. You may find better success offering one free product or $50 in shopping credit for every 10 purchases made versus 25% off once they’ve spent a certain amount of money.
Next, for referral programs, make it easy to share your website with others through email and social media. All they should have to do is click to share. Don’t make it complicated.
Pay attention to how your program is doing so you know if you need to change the rewards, lower the threshold to redeem them, et cetera.
Once you’ve secured a customer, it’s in your best interest to continually nurture that relationship. After all, repeat sales are gold, and they’re often cheaper and easier to get than new customers. Yes, it takes effort to foster communication and interaction after the sale, but if you do your job right, the rewards will be worth the effort.
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