In the world of SaaS and tech, the focus often revolves around acquiring new customers. However, leveraging the existing customer base through re-marketing strategies is a highly effective approach that can boost revenue, foster loyalty, and cultivate brand advocates. Re-marketing is essential for preventing and reducing customer churn rates. In this article, we will explore the importance of re-marketing for tech companies and delve into three key approaches to maximize the lifetime value of current customers.
If you want a quick recap on what re-marketing can consist of, you can check out this video from Inbound Explained:
Customer Portals
Customer portals serve as essential gateways to tech solutions, offering an opportunity for strategic marketing. By creating an interactive “information hub,” tech companies can engage users and promote additional offerings. Regular updates on new products, live events, and feedback requests nurture customer interest, laying the foundation for upselling or cross-selling opportunities.
Zendesk shares what exactly is included in a typical customer portal and also gives a list of popular platforms as examples:
Nurturing Programs
Many B2B tech organizations mistakenly halt marketing efforts once customers are onboarded. However, ongoing relationship-building is crucial. Through tailored nurturing programs, companies can provide targeted and consultative messaging that aligns with evolving customer needs. Webinars, customer success workshops, and localized events catered to specific interests deepen customer engagement and unveil potential upsell opportunities.
Customer Communities
Building vibrant customer communities establishes a sense of belonging and encourages engagement with the brand. These platforms enable customers to exchange insights, collaborate with peers, and seek support. By consistently providing valuable content and updates, companies establish thought leadership and keep customers informed about industry trends. Engaging with customers within these communities helps identify potential advocates and leverage their influence for referrals.
Building a community can also help you build an influencer or affiliate marketing program where you can invest in other people advocating for your SaaS product/service.
Optimizing Your Tech & SaaS Marketing Program
To ensure the effectiveness of marketing efforts for tech companies, it’s crucial to utilize a variety of channels and tactics. Regular measurement and adjustment, guided by customer feedback and engagement metrics, allow for a tailored program to suit the customer base. Depending on what your target audience prefers, you’ll want to hone in on what they engage the most with. Consider the following activities and channels to enhance your marketing strategy:
- Personalized Email Campaigns:
Send targeted emails highlighting relevant product updates, exclusive offers, and personalized recommendations based on customer preferences and behavior. In fact, email is one of the most effective channels for existing customers. Utilize tools like Mailchimp, Hubspot, or Mailshake to fully automate this process and create a solid email marketing strategy. - Dedicated Customer Success Managers:
Assign specialized managers to nurture relationships, identify expansion opportunities, and ensure customer satisfaction. Implementing that personal touch between you and your customers is key to retention for your SaaS & tech business. - Loyalty Programs:
Implement loyalty programs that reward ongoing engagement, encouraging customers to continue using and advocating for your products. Offering promotional opportunities for your existing customer base is a great way to upsell products and increase their engagement with your company. - Social Media Engagement:
Leverage social media platforms to engage with customers, share valuable content, and address their inquiries promptly. Research what platforms your target customer utilizes the most and create content on those channels. Typically, (depending on your target demographic) SaaS and tech companies focus a lot of their efforts on LinkedIn engagement over a platform like Instagram. Regardless, you want to look into these channels yourself and decipher what the best avenue is for your particular brand.
Grammarly does a great job of being active on LinkedIn and providing a variety of different types of content that revolves around grammar to match their brand:
Existing Customer Marketing for Tech Companies
Re-marketing is a powerful strategy for tech companies to maximize revenue, foster loyalty, and unlock the full potential of their existing customer base. Companies can build long-term relationships and achieve sustainable growth by incorporating customer portals, nurturing programs, and customer communities into marketing efforts. Continual adaptation and refinement based on customer feedback and data-driven insights are crucial to success.
Written by: Andy Halko, CEO & Founder
I started Insivia in 2002 and for over 22 years I have had the chance to work directly with hundreds of companies and founders to redefine or reinvent their businesses.