We all know that keeping existing customers happy is important, but it often takes a back seat to chasing new business. The typical trend for most companies is to divert the majority of your marketing budget and resources toward pursuing new prospects. While that is a good strategy to extend your reach toward the masses, your loyal customers can start to feel neglected. And no one wants to feel neglected—least of all people who are paying significant sums for your product or services.
Customer marketing activities proactively engage your customers and offer continuous support which strengthens your customer relationships. By instituting customer marketing strategies, you can also enhance customer satisfaction, reduce churn risk, upsell, and maximize the value of your solutions.
To help you consider where to start, we have put together the following three key strategies that you should prioritize in your customer marketing efforts to drive success.
Salesforce's "State of the Connected Customer" reveals that 76% of customers expect companies to understand their unique needs and expectations. Therefore, it’s important to schedule regular check-in calls or meetings with your customers to assess their needs, address any concerns, and provide updates on new features or enhancements to your product or service. In additional calls or meetings, you can periodically send out surveys or feedback forms to gather insights on customer satisfaction, preferences, and areas for improvement. You can also reach out to customers by emailing them on important milestones, such as anniversaries or renewal dates, to express appreciation and ensure their needs are being met.
Staying in touch with customers leads to higher retention rates and reduced churn. Additionally, regular engagement with customers presents opportunities to upsell or cross-sell additional products or services, ultimately driving revenue growth and long-term profitability.
Many organizations struggle with cybersecurity not because they lack solutions, but because they lack awareness and knowledge. Cybersecurity companies can fill this gap by empowering customers through education and training. Offer a variety of educational resources, such as webinars, workshops, blogs, and tutorials, covering topics like threat awareness, best practices, compliance regulations, and incident response.
By equipping your customers with the knowledge and skills to better protect themselves, you not only enhance your value proposition but also build stronger, more resilient partnerships. Education fosters trust and confidence in your company's expertise, positioning you as a trusted advisor in the eyes of your customers.
Cybersecurity is a collective effort that requires collaboration and information sharing among industry peers. Unfortunately, many cybersecurity companies focus solely on promoting their own solutions without actively fostering a sense of community and collaboration among customers.
By creating platforms for networking, knowledge exchange, and collaboration, such as user forums, online communities, in-person customer summits, and advisory boards, cybersecurity companies can facilitate peer-to-peer learning, share best practices, and strengthen data protection and security initiatives. Building a vibrant community around your brand not only enhances customer engagement but also reinforces the value of your solutions within the broader cybersecurity ecosystem.
Effective customer marketing is essential for cybersecurity companies looking to differentiate themselves and drive success in a competitive market. By instituting regular check-ups, empowering customers through education, and fostering community and collaboration, companies can create more impactful and customer-centric experiences, ultimately driving greater value for their customers and solidifying their position as trusted partners.
Want to get more customer marketing insights or strategies? Check out our webinar on demand, "Hack Your Marketing: Decoding Customer Connections for Cybersecurity Companies." Learn more about how to drive your customer marketing initiatives toward greater retention and profitability.