Marketing automation to build customer loyalty
Posted: Tue Dec 03, 2024 6:26 am
Building customer loyalty is a key part of any B2B and B2C marketing strategy, as it is one of the most reliable ways to ensure your company's sales . Ensuring that their experience with your brand is always positive will translate into a continuous increase in the rate of repeat purchases and the transmission of positive opinions. The advantages of maintaining a correct customer loyalty strategy are multiple. Below, we detail some of the most relevant ones:
Table of Contents
Advantages of a correct loyalty strategy
Customer loyalty saves costs
Generate new clients
It protects you from the competition
How to build customer loyalty with marketing automation
Take care of and surprise your subscribers.
Use cross-selling strategies.
Delight with loyalty programs
Listen to your subscribers
Retain your inactive customers
Yes, your customers' loyalty can be measured
Advantages of a correct loyalty strategy
Customer loyalty saves costs
Loyalty campaigns ensure sustained income over longer periods of time and, according to data provided by Hubspot (the leading CRM in Inbound Marketing at an international level), attracting a new customer costs between 5 and 10 times more than getting repeat purchases from an existing customer. In addition, recent studies confirm that these customers spend 60% more than new customers, thanks to the value of the trust generated.
Generate new clients
A highly satisfied customer is one of the most effective clinics email list channels for attracting new leads to your company due to the credibility conveyed by their recommendations and the word-of-mouth they generate with their closest contacts.
It protects you from the competition
If your customers' experience is always positive, you will maintain a good online reputation and create a strong bond with your company, full of satisfaction and intangible value, which is very difficult for your competition to achieve.
Now that we have seen the enormous importance of having a well-established database, it is time to ask ourselves how we can achieve it. The answer is clear: Marketing automation.
In essence, marketing automation in B2B also consists of using software that automates specific marketing and communication tasks based on customer and user behavior, including campaign management, customer segmentation, lead generation, lead nurturing, lead scoring and marketing ROI measurement.
It is worth noting that, according to a study by Gleanster Research, 69% of B2B companies in Spain use marketing automation as a tool for acquiring new customers, and 50% do so to retain them. This data reveals the great importance that marketing automation is acquiring in all business sectors.
There are multiple Marketing Automation platforms and tools. Among them, we highlight:
Hubspot
Marketing Cloud de Salesforce
Active Campaign
For sale
Marketo
How to build customer loyalty with marketing automation
Fortunately, there are multiple ways to delight your customers so that they become frequent buyers and advocates for your company. The key is to know your different buyer personas well and always offer them adequate and quality information at each stage of the purchase cycle, of course, also in the post-sale phase.
There is no exact magic formula, but here are some good practices to build customer loyalty that you can implement by automating your marketing actions:
Take care of and surprise your subscribers.
Use the email automation technique to surprise your leads with congratulations on their birthday or on special dates such as their first year as a customer, etc. It is also highly recommended to show them maximum interest in the service with reminder emails about invoice due dates, subscription renewals or upcoming events. The more personalized the content, the better the customer will feel treated!
Use cross-selling strategies.
If you do it in an elegant and non-intrusive way, any well-designed and correctly structured email can be a fantastic reason to encourage repeat purchases, offering complementary products to those the customer has already purchased previously.
Delight with loyalty programs
We all like to feel special! Send out invitations to find out about your latest news, offer unique discounts to your most loyal customers, delight your database with exclusive gifts and benefits… Give away good experiences and you'll make them fall in love with your brand.
Listen to your subscribers
Consumers are increasingly turning away from one-way informational messages. Your communication must be lively, empathetic and demonstrate at all times that your customers' opinions are very important to you. Send surveys, forms and suggestions for improvement periodically and, in addition to showing interest, you will collect very valuable information to optimize your competitive strategy.
Retain your inactive customers
Don't forget about customers who haven't been around for a while; on the contrary, take advantage of their profile data to offer them help and assistance in whatever they need, highly personalized content that may be of interest to them, or reactivate them through exclusive offers and benefits.
Table of Contents
Advantages of a correct loyalty strategy
Customer loyalty saves costs
Generate new clients
It protects you from the competition
How to build customer loyalty with marketing automation
Take care of and surprise your subscribers.
Use cross-selling strategies.
Delight with loyalty programs
Listen to your subscribers
Retain your inactive customers
Yes, your customers' loyalty can be measured
Advantages of a correct loyalty strategy
Customer loyalty saves costs
Loyalty campaigns ensure sustained income over longer periods of time and, according to data provided by Hubspot (the leading CRM in Inbound Marketing at an international level), attracting a new customer costs between 5 and 10 times more than getting repeat purchases from an existing customer. In addition, recent studies confirm that these customers spend 60% more than new customers, thanks to the value of the trust generated.
Generate new clients
A highly satisfied customer is one of the most effective clinics email list channels for attracting new leads to your company due to the credibility conveyed by their recommendations and the word-of-mouth they generate with their closest contacts.
It protects you from the competition
If your customers' experience is always positive, you will maintain a good online reputation and create a strong bond with your company, full of satisfaction and intangible value, which is very difficult for your competition to achieve.
Now that we have seen the enormous importance of having a well-established database, it is time to ask ourselves how we can achieve it. The answer is clear: Marketing automation.
In essence, marketing automation in B2B also consists of using software that automates specific marketing and communication tasks based on customer and user behavior, including campaign management, customer segmentation, lead generation, lead nurturing, lead scoring and marketing ROI measurement.
It is worth noting that, according to a study by Gleanster Research, 69% of B2B companies in Spain use marketing automation as a tool for acquiring new customers, and 50% do so to retain them. This data reveals the great importance that marketing automation is acquiring in all business sectors.
There are multiple Marketing Automation platforms and tools. Among them, we highlight:
Hubspot
Marketing Cloud de Salesforce
Active Campaign
For sale
Marketo
How to build customer loyalty with marketing automation
Fortunately, there are multiple ways to delight your customers so that they become frequent buyers and advocates for your company. The key is to know your different buyer personas well and always offer them adequate and quality information at each stage of the purchase cycle, of course, also in the post-sale phase.
There is no exact magic formula, but here are some good practices to build customer loyalty that you can implement by automating your marketing actions:
Take care of and surprise your subscribers.
Use the email automation technique to surprise your leads with congratulations on their birthday or on special dates such as their first year as a customer, etc. It is also highly recommended to show them maximum interest in the service with reminder emails about invoice due dates, subscription renewals or upcoming events. The more personalized the content, the better the customer will feel treated!
Use cross-selling strategies.
If you do it in an elegant and non-intrusive way, any well-designed and correctly structured email can be a fantastic reason to encourage repeat purchases, offering complementary products to those the customer has already purchased previously.
Delight with loyalty programs
We all like to feel special! Send out invitations to find out about your latest news, offer unique discounts to your most loyal customers, delight your database with exclusive gifts and benefits… Give away good experiences and you'll make them fall in love with your brand.
Listen to your subscribers
Consumers are increasingly turning away from one-way informational messages. Your communication must be lively, empathetic and demonstrate at all times that your customers' opinions are very important to you. Send surveys, forms and suggestions for improvement periodically and, in addition to showing interest, you will collect very valuable information to optimize your competitive strategy.
Retain your inactive customers
Don't forget about customers who haven't been around for a while; on the contrary, take advantage of their profile data to offer them help and assistance in whatever they need, highly personalized content that may be of interest to them, or reactivate them through exclusive offers and benefits.