How To Generate Leads Without Forgetting Customer Experience
It has become essential for businesses to ensure a good customer experience in today’s day and age. Here’s an important statistic: the customer acquisition cost has gone up 50% over the last five years.
It happens when businesses lose sight of their customers, busy in their pursuit of lead generation. What many marketers fail to realize is this: Happy customers are a great source of word-of-mouth marketing. For instance, over 55% of B2B companies stated that word-of-mouth recommendations majorly influence their purchase decisions.
At the same time, lead generation is important. So, how can you focus on achieving both without losing one at the expense of the other?
Here are some ways of going about this:
- Using the marketing hourglass.
- Using social media to boost customer engagement.
- Mastering the art of business storytelling.
- Listening to and acting upon customer feedback.
- Rewarding customer loyalty.
Each of these methods has been discussed in detail in the section that follows.
The 5 Ways of Keeping Your Customers Happy
In this portion, you’ll find a list of methods you can use to keep your customers satisfied and happy without needing to compromise on lead generation.
Use the Marketing Hourglass
So, what’s the marketing hourglass all about? The marketing hourglass is a customer-centric business model that focuses on the following stages: Awareness, Education, Validation, Purchase, and Retention.
By adopting this model, you will understand how your customers react in each stage. At any given time, you might have customers who are at different stages of the hourglass. And it would be best if you marketed to them accordingly.
For instance, you need to focus on making your business more visible to the customers in the awareness stage while providing informative and valuable content to educate customers about your products in the education stage.
Similarly, it would help if you prepared yourself for the validation, purchase, and retention stages. Most lead generation-oriented approaches tend to focus on the purchase stage while neglecting the rest.
However, if customer satisfaction is your goal, you need to develop strategies specific to each stage.
Social Media is a Treasure Trove
Okay. Your business has social media channels. But how are you using them? Instead of using your Twitter, Facebook and Instagram handles exclusively for lead generation, use them to engage your customers.
For instance, you can start a conversation by asking relevant questions. This Instagram post by Nike is a great example of customer engagement on social media. Further, you can organize giveaways and contests to create anticipation amongst your customers.
You can also share success stories and testimonials to ‘humanize’ your business. The bottom line is to demonstrate value. A recent poll by Deloitte found that around 1 in 3 consumers in the U.S. turn to social media while making purchase decisions.
The more you get your customers involved, the happier they will be.
Harness the Power of Great Storytelling
Don’t we all love a good story? When customers are making purchase decisions, their emotional-cum-rational side is involved. And often, it’s the emotion that wins over reason. By telling a good story, you will be providing your customers with authenticity.
Get this: Approximately 80% of consumers said they’d be willing to engage with a business whose authenticity can be attested. The story you tell about your product needs to focus on the why rather than the what – don’t tell them about your product; tell them why they need it.
Craft your stories with personality and empathy, allow customers to engage with your story, and throw in ample visual content. Use storytelling to appeal to your customers’ emotional side.
For some inspiration, take a page from Warby Parker Eyewear’s brand story.
Listen to Your Customers
The best way of improving customer experience is by listening to what your customers have to say about your business or your product. Did your customer service department receive many complaints about a product?
Please don’t ignore it. Analyze the complaints and identify a pattern. After that, act quickly to resolve the problem. Leave feedback forms or surveys on every product page on your website so that your customers can reach out to you.
If you want rapid feedback, consider using snap polls and mini-surveys.
Once you’ve collected enough feedback, circulate it amongst the various units in your business. Pool your resources, and use the information to improve, maintain or develop new products.
Ensure that your customer service department brings their A-game to work every day, as around 82% of consumers cited unsatisfactory customer service as the reason for discontinuing the services of a company.
More than anything else, by listening to your customers, you’re letting them know that they are important and valued and that their opinion matters.
Reward Customer Loyalty
Never underestimate the power of loyal customers. Not only do loyal customers return to your products and services regularly, but they are also excellent sources of word-of-mouth marketing.
That’s why important to reward loyal customers. For starters, you can launch a customer loyalty program and use it to reward your regular customers.
You can strike a chord with your customer base, achieve increased ROI, retain loyal customers, and attract new ones through such programs. What’s more, you’ll form a fuller picture of what they’re thinking.
Rewarding customer loyalty is a great way of improving customer retention as well. So much so that a 5% increase in your customer retention rates can boost your profits by 25-95%.
Take Starbucks’ loyalty program, for example. Starbucks rewards its customers with ‘Star Points’ each time they buy something at their outlet. The customers can redeem their points for special rewards.
Here’s a final statistic for you: 70% of loyal customers tend to spend twice as much on the companies they are loyal to. Now, that’s a lot.
Adam Toporek, one of the world’s leading authorities on customer experience, had this advice to give: “Place your customers first. Take good care of them at every turn.”
While lead generation is undoubtedly important, it should not come at the expense of the satisfaction of your customers. Remember to deliver on every promise you make to them.