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Marketing Is Not Just for New Clients

If all your marketing energy goes toward growth, you're at risk of ignoring your clients. Here's how to use marketing as customer service.
man standing in front of people sitting beside table with laptop computers

Far too often, businesses skew their attention toward new prospects and away from their existing clientele. Marketing to your current customers is not only a good idea for building relationships and continuing to convey value to them, but it’s also an essential form of customer service. Yes, marketing is great for acquisition. It’s also overlooked as a retention strategy.

In the evolving landscape of business, the lines between marketing and customer service are becoming increasingly blurred. Progressive businesses recognize that marketing isn’t just about acquiring customers; it’s also a powerful tool to enhance customer service and deepen relationships. Here’s how the paradigm is shifting.

Personalized Communication as Service

In today’s data-rich environment, marketing can achieve unparalleled personalization levels. Tailoring content based on individual preferences or past interactions isn’t just an advanced marketing technique; it’s evolved customer service. For clients, receiving information or offers perfectly suited to their tastes or needs makes them feel seen and appreciated. They no longer sift through irrelevant content. Instead, they feel like your brand is attuned to their unique needs, enhancing their overall experience.

Educative Marketing: Helping Before Selling

Traditional marketing bombards customers with a constant sales pitch. But modern strategies recognize that imparting knowledge is a powerful form of service. By disseminating educative content, such as how-to guides or in-depth webinars, you’re empowering your customers. From their viewpoint, they’re gaining insights and expertise, bolstering their confidence in making decisions. Over time, they come to regard your brand as a trusted advisor, a go-to source for credible information, fostering a deeper connection.

Proactive Feedback Collection

The days of passive feedback collection are over. Actively reaching out to customers, requesting their thoughts, and insights signal a brand deeply invested in continuous improvement. For clients, it feels empowering. Knowing that a brand values their opinions enough to actively seek them out fosters a sense of belonging and loyalty. It’s not just about identifying pain points but also about creating a collaborative environment where customers feel like valued stakeholders.

Retargeting to Improve User Experience

Retargeting is more than just a reminder. It’s an acknowledgment that sometimes customers get sidetracked, encounter uncertainties, or face interruptions. By sending a subtle nudge, you’re offering assistance. From the client’s perspective, it’s not just a brand pushing for a sale but a brand caring enough to remind them of what they might be missing out on or helping them overcome barriers to purchase.

Loyalty Programs as Appreciation

Beyond being a marketing incentive, loyalty programs act as a brand’s way of saying “Thank You.” By offering exclusive benefits or early access, you’re not just promoting repeat business but showcasing genuine appreciation. For the customer, these programs elevate their experience from a mere transactional relationship to one where they feel rewarded and cherished for their loyalty.

Social Media Engagement: Beyond Promotions

Social media isn’t just a billboard for promotions; it’s a dynamic space for interaction. Promptly addressing queries or sharing customer testimonials doesn’t just amplify your marketing message but signifies a brand that listens and celebrates its community. From a customer’s viewpoint, this fosters a sense of camaraderie. They don’t just buy a product; they join a community where their voice matters.

By reframing marketing as a form of customer service, businesses can build deeper, more meaningful relationships with their customers. It’s a shift from transactional interactions to a relationship-centric approach. In this era, where customer expectations are higher than ever, integrating service into your marketing strategies ensures you’re always placing their needs and experiences at the forefront.

Travis Souders

Travis Souders

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