Getting Started with Customer Marketing

Whether you’re a marketing team being tasked with finding ways to engage with customers or your a company that doesn’t have the bandwidth or budget to hire on a dedicated customer marketer, customer marketing is necessary for any business and it doesn’t take a lot to get started. We’ve outlined three quick ways to get started with customer marketing and discuss this topic in depth on Episode 3 of the Lady Date Podcast. Listen on Apple Podcasts or Spotify.

Make a connection.

An easy way to start connecting with customers is to select a targeted group (i.e. recent promoters if you’re collecting NPS) and offer them a small ask, like a review or testimonial. Make it exciting for them by letting them know that their input is valued by your company and that their feedback will make a difference.

Looking for quick ROI? Start with a Reference Program.

If you need internal buy-in to get started with customer marketing initiatives, a Reference Program can be a good place to start. Identify a few customer advocates that are willing to participate in reference calls with prospects. This deal acceleration and influence will be easy to track, which is great for proving ROI and will also get other departments, like Sales, excited about your efforts as they’ll see the direct benefit to their bottom line.

Establish consistency.

Identify low-lift areas where you can create a regular and reliable cadence with your customer communications. A good area to analyze (where there are often gaps) is onboarding. Is your company providing consistent onboarding materials to new customers? Have you considered distributing a customer newsletter? Look for these areas where you can start providing consistent and USEFUL information. Aim for primarily educational over promotional content to make sure you’re maintaining balance between your provision of value and asks of your customers.