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This question is about marketing consultant skills.
What is customer marketing?
Customer marketing is a product marketing strategy that companies use to center their business and product marketing efforts around customer relationships, customer needs, and customer loyalty. In other words, it focuses on building and maintaining relationships with existing customers through the use of targeted marketing campaigns and personalized communication, which connect with customers, increase customer loyalty, and encourage repeat business.
Customer marketing is, in large part, the art of building customer loyalty and enthusiasm in the hope that those elements will ultimately translate into new business. And in the context of the practice, the term "new" takes on multiple meanings. It is based on the idea that it is generally more cost-effective to retain existing customers than to acquire new ones.
Tips for creating a successful customer marketing strategy:
Leverage buyer personas to segment and understand your customers. To begin you have to know your customers before you can market to them effectively. This can be accomplished by creating, maintaining, and referring to detailed buyer personas.
Provide exemplary customer service. Two of the primary endgames of a customer-driven marketing strategy are garnering customer loyalty and facilitating customer evangelism. Those factors tend to hinge upon your customers' experiences -- their experiences with your product or service and their experiences with your company as a whole.
Listen to and engage with your customers. Customer feedback is central to the efficacy of any customer marketing strategy. How can you know what your customers want and expect out of your company if you don't listen to them?
Incentivize loyalty. Customer loyalty programs -- incentivizing long-term business with current customers through avenues like offering free merchandise, rewards, coupons, or even advance-released products -- are always worth considering when it comes to customer marketing.
Have systems and strategies in place to generate referrals. There's tremendous utility, versatility, and value in a well-constructed customer referral program. It's essentially an official channel through which you can turn customers into evangelists -- a program that incentivizes the projection of positive, customer-generated publicity.
At the end of the day, customer marketing is all about building lasting relationships with customers. By providing value and personalized experiences to customers, companies can improve customer loyalty and retention, and ultimately drive revenue growth. By focusing on building strong relationships with existing customers, companies can increase customer lifetime value and improve customer satisfaction
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