The Importance of After-Sale Marketing

post-sale marketing

For startups, attracting a user (free or paid) can be a huge challenge and an accomplishment given their fickleness and the intense competition.

It means having strong messaging about what the product does, the value propositions and benefits, and then making sure enough people become aware of it through different marketing and sales channels. There’s a lot of moving parts to win over a customer.

The problem for many companies, including startups, is their marketing efforts stop once the user is registered and/or the sale is completed. All the marketing work to get someone to learn about and embrace a product is seen as work done in the past.

The reality is, however, their marketing and sales efforts have to continue to convince customers they have made the right choice and, as important, give them new and different ways to leverage the product’s benefits. Pre-sales marketing drives awareness and conversion; the post-sales marketing keeps them happy and in the fold.

So how do startups keep customers/users happy? It starts immediately after someone buys a product or signs up to use the service. The confirmation email that is sent should do more than simply welcome someone aboard; it needs to provide them with ways to get into and enjoy the product, and keep on selling them on its benefits.

Afterward, the same approach needs to be taken. Rather than leave consumers to their own devices, a startup has to keep them engaged on a regular basis. It could be  newsletters that offer tips, news and value-added content. It could be Webinars, case studies, whitepapers, videos, stellar customer service, or emails asking for their thoughts and advice. Whatever the marketing “weapons”, they need to consistently used.

The goal is not to overwhelm customers with information but offer them a steady flow of different content that they can pick from depending on their needs. Some customers may want to be left alone until they need support, while other customers want to be pampered post-sale and, in the process, may become brand evangelists.

Regardless of the approach, a startup’s sales and marketing efforts need to continue throughout the consumer life-cycle. This is basic blocking and tackling activity that applies  to most brands, but it’s particularly relevant to startups that battle so hard to capture someone’s attention that not doing whatever it takes to keep them aboard is like cutting themselves off at the knees.

What are your thoughts? What are some of the things startups need to do post-sales or post-registration to keep consumers engaged and sticking around?

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  • Jim Watson

    Completely agree, Mark.  Too many companies take a company-centric approach and just stop at the sale.  The process should be customer-centric and keep people engaged throughout the entire lifecycle.