Now more than ever nurturing the relationship with existing customers is an essential element in every marketing strategy. When done right, these relationships become an organic viral marketing channel that gives an authentic voice to the value of what your brand offers. Unfortunately, there is a belief that unless there is something new or something big to say to these customers, there isn’t anything to say.
That’s 100% not the case. There is deep product and service knowledge inherent in every organization that customers will almost never have. The trick is in identifying those nuggets, recognizing their value, and bringing them to customers in smart, engaging ways (and because you already own the content, this is a very budget-friendly approach). It could be small things such as different ways to use a product, or different ways to care for a product to make it last longer.
For example, Rothy’s provides detailed washing instructions for their shoes because machine washable is one of the core value propositions. It could be complimentary content that includes the product and also extends the product into other aspects of life (e.g. movie, book, or playlist recommendations) or it could be content a brand has access to that a customer can’t get anywhere else (e.g. exclusive partner content). Coming up with this content is not always easy, and it may feel counter-intuitive because you aren’t focusing on promoting or selling. But the goal here is to be what your customers need, to become a source of inspiration, motivation and valuable information. Instead of being a one-time, short term consideration, you become ingrained into their life in a broader way.