Continuity – Phase of Marketing Campaigns
A marketing campaign shouldn’t end when you get a customer. There are several important things you still need to do, including:
- Reassure them about their commitment (which may be a purchase), to prevent chargebacks or disappointed customers.
- Offer new levels of interaction, such as up-sells, cross-sells, memberships or referral/affiliate programs.
- Engage the customer or follower as part of your tribe, getting them to help spread the word. (Happy customers are the best marketing collateral you can get!)
- And generally keep in touch, keeping your brand present until the next time.
Note: The Continuity element of a campaign is different to the Live Operation phase. Continuity is about nurturing individual relationships, whereas Live Operation is concerned with monitoring and optimizing an entire campaign.