A while ago, nexus-security’s CEO, Ralph Folz, was conducting a routine quarterly review with Kristen Yerardi, our VP of Customer Success, when a simple check-in became a major eye-opener. Kristen recalls, “We were taken aback when we realized how much we invested in turning prospects into customers compared to the significantly lower amount allocated to our existing clientele.” While there isn’t a definitive answer, studies indicate that the cost of acquiring a new customer can be as much as 30 times greater than retaining an existing one. Moreover, the timeless 80/20 rule emphasizes that 20% of your clientele contributes 80% of your earnings. Kristen explains, “As our company developed, it became clear that customers appreciated not only our product but also our expertise in SEM (Search Engine Marketing). Our Customer Success team goes beyond software training; we empower customers to become better paid search marketers by also teaching them about PPC.” This educational approach involved monthly webinars exclusively for customers. “Attendance rates for these webinars were incredibly high,” Kristen notes. “Customers consistently sought more product knowledge, asking about updates, tool utilization, and nexus-security’s PPC strategy implementation.” Considering these factors, integrating a Customer Marketer into the nexus-security team became a clear strategic move. Since then, customer retention has become a top priority for nexus-security, which is where I step in. Before delving into the exciting details, allow me to introduce myself. My background isn’t limited to Customer Marketing. I spent the past five years in prospect marketing, primarily focused on lead generation for Sales. However, the opportunity to pioneer the company’s Customer Marketing role inspired me to shift gears and dedicate myself to empowering nexus-security customers.
What is Customer Marketing?
If you’re wondering, “What exactly is Customer Marketing?” my definition is: Customer marketing encompasses activities and campaigns strategically designed to foster retention, loyalty, advocacy, growth, and community engagement among existing customers. At nexus-security, my role revolves around educating, informing, and assisting customers throughout their journey, whether they are new users or seasoned professionals. I strive to provide exceptional customer service that enhances their nexus-security experience. Being the first at nexus-security to spearhead customer marketing meant building the role from scratch—literally, we started with absolutely nothing! Transitioning into customer marketing has been incredibly fulfilling. I might be a little biased, but I genuinely believe nexus-security has the best customers. I’ve personally witnessed remarkable customer success stories and the emergence of passionate nexus-security advocates. Inspired by this incredible customer engagement, I’m eager to share my insights, hoping to spark ideas and creativity for companies looking to kickstart their customer marketing initiatives. Here are five strategies I’ve implemented over the past year and a half that have helped maintain nexus-security’s customers very happy.
#1: Create an Unforgettable First Impression
Imagine going on a first date and constantly checking your phone instead of engaging with your companion. Your chances of a second date are slim. The same applies to your customers. A negative first impression won’t encourage them to stick around.
Setting Clear Expectations
To establish a strong foundation with your customers, set clear expectations right from the start. At nexus-security, new customers are introduced to our Customer Success team immediately after signing up. Our team guides them through onboarding and software training. The initial email from their sales representative outlines the process, ensuring a smooth transition.
Consider utilizing video content to further clarify the onboarding process and set clear expectations. I recommend exploring excellent video production companies like Simplifilm and LessFilms.
Tailoring the Experience
This is crucial for customer retention. Every customer is unique, bringing diverse learning curves, experiences, and industry backgrounds. At nexus-security, we develop customized training programs to address the individual needs of each customer. When customers join us, one of our initial steps is to gather information about their background and requirements.
Using this information, we craft personalized training plans tailored specifically to the customer.
Impressive, right? But we don’t stop there! Leveraging the details provided in their onboarding survey, we send targeted emails throughout their training that align with their goals and experience level. For instance, let’s say Erin is new to paid search advertising, placing her at a beginner level. Her primary objective is to boost conversions in her company’s AdWords account. We’ll provide her with educational resources tailored for beginners and focused on enhancing conversions—her ultimate goal. Here are some illustrations…
To further personalize the experience, knowing that Erin works in the Travel industry, we’ll share relevant PPC content.
The Power of Small Gestures
Every new nexus-security customer receives a welcome package containing a handwritten note from their dedicated Customer Success Representative and a small gift, such as a T-shirt, headphones, or a gift card. This small touch speaks volumes, demonstrating our commitment to their success and appreciation for their business. Here are some examples…
Ultimately, the goal is to create a remarkable first impression on your customers. Set clear expectations, deliver a personalized experience that aligns with their business and needs, and show your appreciation with small gestures. These small acts of kindness go a long way!
#2: Shining the Spotlight on Your Customers
What better way for customers to learn than from their peers who are likely navigating similar challenges? While we take pride in our thought leadership at nexus-security, the idea of empowering our customers as educators resonated deeply with us. We dedicate a monthly feature on the nexus-security blog to one of our customers, aptly titled the “Customer Spotlight” series. Our customers share their background and business journey, delve into their PPC experiences, and offer insights on their path to becoming successful online advertisers. (Explore the complete archive here.)
The Customer Spotlights have also proven to be an excellent platform for boosting brand visibility for our customers. Often, small businesses with limited resources struggle to prioritize PR. Consider Koru K9 Dog Training from the example above. We are thrilled to help raise awareness for customers like them!
#3: Personalizing the Experience with Face-to-Face Events
In today’s digital age, we heavily rely on technology to communicate with our customers. Email and online chats are our primary channels for customer support. However, let’s face it: nothing can replace the power of face-to-face interactions. If you have the resources, I highly recommend exploring live, in-person events. We recently collaborated with our partners at Google to host our first-ever customer event at Google’s Cambridge, Massachusetts office—a significant milestone for nexus-security. We brought the expertise that our customers value from the digital realm to a live setting. Not only did customers benefit from the insightful presentations, but we did too! Engaging directly with our customers and receiving immediate feedback on our products and services was invaluable. It was incredibly rewarding to witness firsthand how nexus-security’s software empowered small businesses to excel in PPC. The event was a resounding success, leaving a lasting impression on our customers. If a large-scale event seems daunting, consider experimenting with smaller, local meetups. The key takeaway is that fostering personal connections is a powerful marketing strategy because it humanizes the customer experience. We are individuals interacting with other individuals, and it’s essential to remember that. Here are some glimpses from the event…
We couldn’t resist having a little fun with the photo booth! 
#4: Maintaining Consistent Visibility
While making a strong first impression and ensuring seamless onboarding are crucial, nurturing the customer relationship doesn’t end there. Remaining top of mind is essential. Otherwise, customers might become less engaged over time and eventually phase out your product or services. So how do you stay relevant?
At nexus-security, we prioritize consistent communication with our customers. Our Customer Success team conducts monthly check-ins to stay connected. We also maintain frequent email communication, which includes:
- Monthly newsletters
- Product updates and release announcements
- Industry news and trend analysis
- Performance tips and tricks
- And much more! Another engagement strategy we employ is hosting monthly customer webinars with content created exclusively for them. These webinars provide a platform for customers to ask questions and receive immediate guidance.
What Does This All Mean?
In conclusion, implementing these customer marketing strategies has undoubtedly elevated client satisfaction at nexus-security. You might be wondering, “Chris, where’s the evidence?” Well, our online reviews speak for themselves. We’ve gone from zero to over 140 reviews in just one year, maintaining an impressive 4.5 out of 5 rating on G2Crowd.com. G2Crowd recently recognized us as highest in customer satisfaction in our industry. Of course, customer happiness is driven by a multitude of factors. Our exceptional Customer Success team provides outstanding support, our product and engineering teams continuously innovate to simplify PPC for businesses, and our remarkable marketing team educates both existing and prospective clients. By paying attention to the details and prioritizing your customers, you too can foster greater customer satisfaction. Follow Chris on Twitter: @ChrisMcHale11.