Channel 52: – Outreach – Email, voice, text- Promoting
Customer’s Perspective
They feel qualified to promote their decision to buy from you.
Data Point To Watch
A defined point in their journey has passed.
Your Goal
Connect with your customer through shared mission and vision to encourage promoting their decision to buy from you.
Content Topics
Mission/Vision, community, insider info, client stories.
Description
Channel 52 represents outreach you do to your customers to build and maintain your relationship with them, and to encourage them to promote their decision to work with you.
Strategy For Use
It important to remember that if your customer tells a friend about you, they are promoting their decision, not you. This completely changes the wording you use when you engage with them. This should be considered in every interaction you have with your customer after their purchase. Because it is your happy customer that can become your best sales person.
Additional Commentary
Email will be an important channel for ongoing communication with your existing customers. It is how you will tell them about new products, and also special offers. You can also tell them about rewards they can get for referring friends.
The phrasing of these rewards should be done carefully. A recommendation can seem unethical if the person is being paid to make the recommendation. You want to be sure that you are using language that resonates with your particular audience.
Channel 52 Superstar: Acorn |
| www.acorns.com
Founder: Noah Kerner Overview: Acorns is an online investing app that allows you to invest pennies at a time. I am a customer of Acorn. I have an account, and all three of my kids have an account. When they turn 18 the ownership will automatically transfer to them. They have multiple ways that you can invest. Their most well known is that you connect your bank card, and they round up to the nearest dollar and invest those pennies. It is surprising how fast it accumulates. Acorn offers an incredibly generous reward for recommending them to your friends. Most of the offers are for $100 per person, up to seven people. It is likely that they calculated how much it actually costs to bring a new customer all the way from awareness to joining, and that amount was somewhere above $100. |