Build long-term loyalty with winning inbound techniques

According to an Adobe Digital Index report titled "The ROI from Marketing to Existing Customers," online retailers spend approximately 80 percent of their marketing budget on acquiring new customers.

However, for every one percent of shoppers who return on a subsequent visit, overall revenue increases by 10 percent.

That makes customer retention more valuable than customer acquisition.

So, how do you retain the customers you have? What can you do to promote customer engagement over time? The answer lies in employing the same type of inbound marketing techniques that attracted your customer to your brand in the first place.

Here are some simple strategies to keep your customers engaged after the purchase:

1. Continue to provide relevant information.

Remember when you were working so hard to get your customer to convert? You provided all kinds of information to move that customer through your sale pipeline.

Here's a reality check. Your customer still needs relevant, useful information. Provide relevant information on your website by including how-to videos, tutorials, and blog posts that highlight tips and tricks that are truly of use to your audience.

Include third-party content that is related to your product or services. In this way, you establish yourself as an expert in your field, and as a valuable source of information for your existing customers. This makes your website the go-to destination for relevant material.

>>Learn more about creating relevant content for your consumers from our blog article "Want to build your business? Start blogging!"

Creating relevant content is not only a good way to attract new customers, it's a great way
to keep your current customers engaged and interested in your brand. 

2. Post links and build a community.

One source offers this tip: "Make it easy to connect to your other social platforms by posting links. Even though Facebook is the Mac Daddy, customers also like to connect on Twitter, YouTube, LinkedIn or through your blog."

Create social media groups that center around your industry and the interests of your customers. Use the demographic information you captured about your audience in the original conversion process to get inspiration as to what type of social media groups and communities your customers might join.

3. Keep the conversation alive.

Someone has said that, "Even if your customers love your product, and your team provided stellar service throughout the sale, past buyers probably aren't thinking about you much anymore. Just as the old cliche states: "Out of sight, out of mind." That's why it's important for you to stay in touch throughout all points of the product life cycle. If your previous customers don't hear from you until it's time for them to buy again, you're about as good as a stranger. Encourage loyalty by maintaining an ongoing conversation."

So, how do you use inbound marketing techniques to accomplish this? Monitor social media platforms where your customers are and join the discussion. Comment on topics related to your industry, answer questions, and ask some of your own. In a word, converse.

Keep the conversation with your customers alive. Monitor social media, comment on topics, answer questions, and find ways to interact in order to build loyalty. Photo credit: Alexis Brown.  

4. Host virtual events for your customers.

Consider sponsoring a webinar or online conference for your customers occasionally. You can highlight speakers from your own business or invite guest speakers from related industries. Announce the event on social media platforms, your website, and via email invitations. As with all your content, the topic of your webinar should be relevant to your customers and their relationship with your brand.

The bottom line

Putting genuine effort into engaging and retaining existing customers makes good business sense. If you can build loyalty in your customer base and foster a long-term relationship with existing customers, your business will maintain a solid position in the marketplace.

Engage your customers by using the same inbound marketing solutions that attracted them to your brand originally. Continue to provide relevant content that addresses issues your customers might face, keep your brand front and center on social media platforms, and maintain an ongoing conversation with existing customers through your website, social media communities, and sponsored virtual events. Focus on building strong relationships that engender loyalty to your brand among your existing customers.

Engaging inbound marketing techniques play a large role in building loyalty with customers, but these approaches are also very effective in business-to-business campaigns. Get your free copy of our B2B Guide to Inbound Marketing to learn more about incorporating inbound strategies into your B2B marketing plan.

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