Sadly, these days content has been reduced to nothing more than SEO-based traffic generation. I know this, because I have written lots of it. Its dull to write and even duller to read. And it certainly doesn’t generate many leads, referrals or up-sell current customers. This means that you, and your competition, are likely missing the boat (read: opportunity to one-up your arch nemesis, ahem—I mean competition).
So, instead of producing more dim-witted internet content that actual live people don’t care about, lets focus on using your content as an opportunity to drive referrals and up-sell your current customers. Sound difficult? It is. But no worries, we’ve made it easy for you:
Email Marketing Tips:
You likely already segment your email list and work the different sales lead groups via a marketing automation tool, but lets consider the ways that you can use targeted, high-quality content to drive referrals and up-sell customers.
Create a specific content-driven email to send to current customers. Use a if-you-liked-x-product-you-will-love-this type strategy to boost cross-selling opportunities but ensure that you include a short reasoning why “if you loved the ease of use of X product then you will go bonkers for the fluidity of Y product”.
In terms of referrals, all it usually takes to warrant referrals from your existing customer base (as long as they are happy customers) is to simply ask for it. Include a note in your up-selling email that says something like “think a friend needs this product, pass it along” or “we appreciate all referrals from our happy customers”. A little goes a long way, and often planting the seed is enough to stimulate referral and up-selling behavior.
Social Media Marketing Tips:
Hopefully you already have customers ‘friends’ on your social media profiles, but to really leverage them you need to make a shout-out to all your existing customers, asking them to please be your ‘friend’ (sounds cheesy, but cheesy works).
Referrals are easiest on social networks because your customers will naturally drive referrals, although giving them a nudge to share your profile with friends who might be interested never hurt.
To maximize your cross-selling opportunities you need to specifically reach out to your current customers by using targeted “customer-only” posts. This could be by offering a small discount on the purchase of product or upgrade X for customers who already own product Y. Play around with this formula and find out what works for you and your customers. Customer-only shout-outs not only increase cross-selling and up-selling opportunities within existing customers but also provide a needed nudge to prospects who want to be in that tight circle of customers (and customer discounts).
Web Page Tips:
To maximize cross-selling and up-selling opportunities you need to take an Ebay/YouTube approach. They list on EVERY page “other products you might like” and “other videos you may enjoy”. Ensure that all your product pages include links and tempting descriptions of related products. Be sure to include in the super short description why they might be interested in this other product, ex “I see you live in a residential zone, would you like a silencer with that pistol?”.
Leveraging every opportunity to up-sell and cross-sell to customers is critical—and easy. Most often all it takes is a small customer reminder in combo with a short reason for needing another product. Referrals are even easier, requiring just the smallest nudge or humble request. Both of them need to be addressed regularly, and targeted to customers in a way that makes them feel special, and not just a number. Keep that in mind and keep a reminder in your calendar as you begin your seek-and-expand campaign.
For more content-driven tips, click here.
Robin Wilding is a professionally trained Canadian journalist striving to bring journalistic-era intergity to online media. She has a second degree in Political Science--with a focus on International Relations and the developing world. Currently Robin is a contributor to several technology publications, including Brajeshwar.com, SocialTechnologyReview.com, HostingIndustryWatch.com, AnimationCareerReview.com and CompareBusinessProducts.com. She also works for several web developers; and does ghost writing for several high level executives within the technology sector. Robin's work is showcased in her portfolio: http://shownd.com/robinwilding
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