4 Steps to Re-Engage Your Customer Base and Improve Customer Loyalty

Published Date:  04 Mar, 2024 | Updated Date:  10 Jun, 2024

Learn how to engage with your existing audience to improve customer relationships and keep students excited about your online training content.

Most course creators who serve a digital market online make it a habit to ask themselves how to attract new customers through ads and content.

But the really really good ones, the ones who have made it past the six-figure mark for annual revenue, understand that the true ‘gold’ lies in your existing customer base.

4 Steps to Re-Engage Your Customer Base and Improve Customer Loyalty

That’s why today, we want to explore how you can go ahead and maximize the potential of the audience you already have by:

  • Reaching out with a genuine, customer-focused mindset
  • Designing user-friendly websites with compelling content
  • Creating touchpoints that truly resonate with a user’s desires and expectations
  • Developing feedback mechanisms that sustainably create lasting connections with customers

In fact, these core actions are at the center of how we foster sustained customer loyalty here at The Digital Navigator.

In accounting terms, it also has the benefit for maximizing your customer lifetime value, which is the total net profit over the life of a customer.

This is why we’re focusing today on help you create content that keeps your customer coming back.

There’s a ton of power in content re-engagement as opposed to targeting only new customers, which is why we ourselves have adopted a holistic customer re-engagement strategy. Now we’re going to share it with you!

So, if you’re ready to create seamless online interactions that focus on successful, enduring customer relationships…

…then we suggest following these four, ultra-simple steps:

4 Steps to Re-Engage Your Customer Base

  1. Incorporate Customer Feedback
  2. Create Innovative Campaigns
  3. Upgrade Website Design
  4. Cultivate Authentic Communication

As always, let’s begin by breaking these steps down into manageable tasks that you can begin deploying today to re-engage your customer base and ultimately empower your online training or coaching business moving forward!

4 Key Steps to Re-Engage Your Customer Base and Improve Customer Loyalty

Here’s exactly what you can do with your online training or coaching business to make sure you’re addressing customer needs, avoiding over-promises, and ensuring a sense of trust and loyalty about your products:

Now, let’s break these steps down even further!

Step 1: Incorporate Customer Feedback

Every digital marketing effort hinges upon a deep comprehension of customer behavior.

This understanding is cultivated not merely by intuition but by the use of deliberate feedback mechanisms, such as gathering testimonials, for example.

Ultimately, these mechanisms end up serving as a bridge, connecting businesses directly to their customers’ preferences, which can then be used to refine future offerings.

Now, you may end up discovering a special set of mechanisms that work for you…

…but here is the multi-faceted approach we deploy either for ourselves, or on behalf of our clients at The Digital Navigator:

  • Post-session Feedback: Create a system within your organization to gather feedback about certain product offerings from customers, students, and other stakeholders. This can be through questionnaires and surveys, reviews on online platforms like Yelp or Google, or even simple feedback widgets on your website.

    “Many people will also share a survey when customers join a program, and again when the program is complete. Others share one in the middle of the customer’s journey. This is different from session feedback, and can provide excellent testimonials for your business as well.”

     

    – Pol Cousineau, Founder The Digital Navigator

  • Customer Support Insights: Collaborate with your customer support team to gather recurring issues or suggestions they receive. There are things your virtual assistants might see that could ultimately improve the delivery of your online business. For those in customer support, gather recurring feedback and make sure these points are sent back to team leaders.
  • Regular Check-ins: Especially for B2C businesses, having regular check-in calls with key clients can provide valuable insights.
  • Feedback Incentives: Offer discounts, freebies, or entries into competitions as an incentive for customers to provide feedback. Be careful as your country may require you to disclose this incentive if you decide to use their feedback in a testimonial.
  • (optional) Email Feedback: Try including a marketing email along the customer journey with a simple, clickable rating scale, with the opportunity to provide more feedback through a survey.

Next, as you begin to understand past customer experiences, you can align your products and adjust your business strategy according to customer preferences and the engagement metrics you’ve set out.

Basically, you’re working with this feedback cycle to ultimately improve future offerings and continuously refine your methods with your existing customer base in mind.

And since customers are prone to think alike, this feedback will not only show you how to re-engage those customers directly, but will also help you market better to new customers along the way!

Just don’t forget to engage your team to make sure that everyone is aligning with the collective goals you set out, so everyone can work cohesively to meet audience expectations.

What feedback tools can I use?

Google Forms is a big favorite of our clients, as almost anyone can set that up and you can view the answers in a Google Sheets which makes it easy to analyze.

Others like to use Typeform, due to its unique design and how the questions get displayed to encourage form completion.

For something more sophisticated, however, we like to use Gravity Forms since we can easily export the entries, which are then saved in the website database.

The best part is, you can send this data right to your email marketing system (such as ActiveCampaign) which will let you view the answers when you look up a specific contact.

To Do List:

  • Create and incorporate one feedback mechanism into your business operations
  • Analyze that feedback against customer engagement metrics
  • Use the results to fine-tune your approach to product development and marketing

Step 2: Create Innovative Campaigns

When it comes to digital marketing, we encourage you to think outside the box when it comes to showcasing the best parts of your business and products.

That is, with marketing, you have a free license to emphasize what makes your products, courses, or services so deeply valuable.

For example, you can focus on creating email, ad, or article campaigns that:

  • Emphasize the security of your website. Share with your customers (and make it obvious on check-out pages) that you utilize password managers and two-factor authentication. European residents tend to place more importance on this when you collect sensitive health information, and are highly valued if you want to meet strict standards such as HIPAA.
  • Personalize your marketing. With professional communication tools like WhatsApp Business or ActiveCampaign email marketing software, you can create super personalized marketing strategies that target specific audiences to make them feel seen.
  • Use testimonials for promotion. Get service or course-specific feedback, and then utilize it in ads, website design, and other marketing efforts to capture the attention of those with an interest in your niche.
  • Offering discounts and incentives: Curate a set of special ‘bundle’ offers, or centralize some of your marketing around price transparency. You can even promote future course offerings to build momentum about what’s coming down the pipe! Just make sure you’re also using your regular blog content to point leads toward these opportunities, which is what gives them more incentive to engage.

Ideally, when we offer exciting and innovative ways for our clients to appreciate what we have to offer, we can increase the number of loyal customers who want to engage with our content.

And when customer interests are satisfied, these same people are more likely to purchase (or at least refer others to) the incredible products and services we provide.

To Do List:

  • Introduce a unique reward or perk tailored to customers who have purchased from you before
  • Develop a piece of content that is interactive and informative for existing customers, and integrate it into your regular content or marketing stream

Step 3: Upgrade Website Design

Not a lot of people are willing to look at their own website when it comes to re-engaging customers, usually because they’re worried about how much work it will take to make those changes.

Learn How a UI Kit Can Improve Web Design

What’s clear though, is that enhancing the user experience of your coaching or training website can give you much more than another creative way to promote your business…

…it will help loyal customers see that you’re listening to their needs, in real time.

That’s because your website is your most vital resource for client engagement!

And when customers who come back to your website find that the experience has been enhanced through the seamless navigation, clear content, and culturally-tailored design they asked for, they’ll be more likely to engage with other aspects of your marketing material to escalate their journey down your product marketing funnel.

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A Girl Sit front of computer and filling a multi step form

So what are some other ways you can use website design to your advantage to re-engage past customers, and take a customer-centric approach to website design?

Here’s a short list you can begin deploying right away within your existing content and development strategy:

  • Create landing pages to promote and plan new events or courses to give customers and students more reason to come back to your website.
  • Develop quality content for high engagement sections of your website (above-the-fold), such as video podcasts to boost customer interest.
  • Use diverse and relatable imagery on your website to ensure your target audience feels connected to your material.
  • Address customer pain points with effective communication throughout the website by creating solutions-driven content that resonates with your target audience.

From there, we recommend taking a macro approach to your coaching and online training website to smooth out your current operations with online tools and strategies that help scale your business.

That might mean hiring a virtual assistant or developer, or just deploying better communication tools like ClickUp or Asana–though if you’re curious to see what tools we use to keep our website running smoothly, you can check out our free list of useful digital tools for online trainers and coaches.

To Do List:

  • Update an existing product landing page to prioritize user experience over mere aesthetics
  • Create a video asset or quality content to engage users in a high-impact area of your website
  • Update blog article images or on-page images to better reflect your existing customer base
  • Insert relevant testimonials that align with the content of each page

13 Ways to Use Testimonial Marketing to Grow Your Online Training Business

Step 4. Cultivate Authentic Communication

The best way to sum up step four in this guide to re-engaging your customer or student base is to focus on building genuine human connections as opposed to making sales.

When you build a real relationship with a student or client, you’re creating value that surpasses a dollar amount.

In return, you get a great source of feedback on your business, as well as hundreds of potential referrals, all because you showed care in your capacity to engage with existing customers.

These are equally priceless aspects of your business success that go far beyond the sale!

So what is the best way to authentically communicate with customers, specifically to re-engage the clients who have already invested in your business?

HINT: To create an authentic impact, show your face more online to humanize your brand! The videos, webinars, or live sessions your use in your marketing material helps introduce your audience to you and your team of course creators or instructors.

We’ve already mentioned a few potential ways to garner greater client connections – such as addressing customer needs and pain points – but one of the biggest things you can do is to steer clear of making misleading promises.

That’s because, when you provide a service or product that is exactly what you said you would provide, you’re creating a bond of trust that will feed into that customer’s willingness to engage with your material in the future.

This is the heart of being authentic with the customers who are giving you their time and money.

So, to help you make and keep those promises, we recommend you:

  • Stay Transparent: Clearly outline what your course, product, or training program offers, its objectives, prerequisites, and any other relevant details. If there are any limitations or pre-requisites, state them upfront.
  • Adopt Consistent Messaging: Ensure that the branding, voice, and messaging remain consistent across all platforms and materials to create a sense of reliability.
  • Set Clear Expectations: Ensure your sales page and promotional materials set accurate expectations about your content, duration, format, and outcomes.
  • Avoid Overhyping: While it’s essential to highlight the benefits of your digital product, avoid making exaggerated claims that you can’t deliver on.

Naturally, these steps are going to be a lot easier to manage if you already have a good marketing funnel process and sales funnel process implemented within your online business model.

Yet it’s never too early to start building up that loyal rapport with the customers who have already come to you for help–you can truly start with the very next piece of communication you come out with, whether that’s an email, a facebook post, or otherwise!

WHAT IF I HAVE A MEMBERSHIP WEBSITE?

When you have a membership or subscription service integrated with your website, it’s a good idea to add value by providing access to continued support and a community after the customer makes their first purchase.

You can even position this little motivator as a bonus, which is also how support for your membership stream will be provided.

All in all, the re-engagement potential here is high, since you can give customers the option to automatically renew or cancel their membership anytime–a decision that will be impacted by the support you’re offering them through that community access in the first place.

To Do List:

  • Get clear on what your products, services, and programs do, and what they don’t do, to authentically frame your sales and marketing content.
  • Use this new clarity and our free marketing funnel template as a guide to update different user elements along a customer’s sales journey with authentic language.

Taking a multi-faceted approach to customer engagement

When you’re looking to boost customer loyalty, the pathway is customer engagement and re-engagement.

But when you’re talking about answering customer needs, the only way forward is to take the multi-faceted approach we describe in the four steps above.

In other words, when you integrate feedback, launch innovative campaigns, prioritize website design, and ensure authentic communication from and with your client base, you’ll find that your path forward as a business is much more clear.

You’ll also spend a lot less time struggling to come up with product ideas, and a lot more time making the products and courses you love to make!

If that sounds like the business balance you want to strike moving forward, then use the to-do lists throughout this article to guide you through the next phase of your business development journey.

Otherwise, reach out and schedule a call with us, and we would be happy to share more free resources on how to grow your online training or coaching business, or provide a free content marketing consultation for the business you’re working on now.

Until then!

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