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Your Goal at the Retention Stage: Increase Lifetime Value
In the retention stage, your marketing persona is already a customer of your product. Your objective is to increase the value you can extract from them directly by generating repeat purchases, upsells, or reducing churn; or indirectly by improving brand image or promoting referrals.
Customer lifetime value (CLV)
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Content Marketing
The objective of the content you'll create at the retention stage is to keep your existing customers happy by providing ongoing value (even after purchasing.)
Content ideas:
Monthly newsletter: 'Car Care Tips and Exclusive Deals Just for You!' featuring best practices for maintaining a clean car and promotional offers.
Success storytelling video: 'Real Customers Share Their Positive Experiences with Our Eco-Friendly Car Wash.' highlighting the transformations that loyal customers have experienced.
Exclusive blog series: 'VIP Insights: How to Maintain the Value of Your Investment—Car Care Tips' addressing ongoing customer concerns about vehicle maintenance.
Customer spotlight webinar: 'Q&A with Happy Customers—Why They Love Our Services!' where long-term clients share their stories, challenges, and solutions with others.
Seasonal maintenance guide: 'Prepare Your Car for [Season]: Essential Cleaning Tips and Service Offers' tailored to remind customers to book regular services.
What to measure:
Open rates on newsletters
Engagement rates on storytelling videos
Feedback and responses from webinars
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SEO
At the bottom of the funnel, you'll want to make sure your marketing persona can find all the information she needs to get the most of your product (e.g. knowledge base articles), or to solve any problems that may arise (e.g. support/contact page.)
Keyword ideas:
Customer reviews for eco-friendly car wash
Best car care tips for long-term vehicle health
Post-service follow-up satisfaction surveys
Cost-effectiveness of regular car washes
Local customer testimonials for sustainable car wash services
Eco-friendly car care practices to maintain performance
Benefits of car wash memberships for regular users
How to choose an eco-friendly car detailing service
Sustainable car maintenance checklist
Understanding the importance of customer retention in service industries
What to measure:
Organic traffic to retention-based pages
Search rankings for customer testimonial-related keywords
Time spent on retention-focused content
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Paid Advertising
At this stage of the funnel, you might choose to be run campaigns promoting of new features, upgrades, or promotions.
Target audience ideas:
[Remarketing] Facebook Ads: Customers who used the service but haven’t returned in 3 months, encouraging them to come back with special offers.
[Remarketing] Google Ads: Targeting past customers searching for related services like 'car detailing near me' or 'eco-friendly car wash specials.'
[Prospecting] YouTube Ads: Individuals interested in sustainable living, showcasing loyalty programs and benefits for eco-conscious consumers.
[Remarketing] Instagram Ads: Visuals featuring before-and-after images of vehicles cleaned, targeting customers who previously engaged without booking again.
[Remarketing] Facebook Ads: Regular service reminders for customers close to their subscription renewal date.
What to measure:
Customer re-engagement rate
Return on Ad Spend (ROAS) for remarketing efforts
Conversion rates from paid ads targeting existing customer data
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Social Media
Retention campaigns on social media revolve around building a sense of community with your existing customers. You'll do a lot of monitoring of brand mentions on social media.
Social media campaign ideas:
Share weekly customer testimonials that highlight positive experiences to inspire potential repeat visits.
Monitor social media channels for mentions of the brand and engage with customers to resolve any issues quickly.
Create a referral program announcement post that encourages satisfied customers to refer friends/family for discounts.
Host live Q&A sessions focused on aftercare advice for keeping cars clean post-service.
Run engagement posts asking customers to share photos of their cleaned cars using a specific hashtag.
What to measure:
User-generated content submissions
Engagement rate on testimonial shares
Response time to brand mentions
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Email Marketing
Retention email campaigns will be a mix of educational emails (onboarding, activation, etc), transactional emails (reports, receipts, reminders, etc), and promotional emails (upgrades, upsells, etc.)
Email marketing campaign ideas:
Post-service follow-up emails requesting feedback on their experience, including a survey link for improvements.
Exclusive offers email targeted at members due for service, highlighting their membership benefits.
Personalized content-driven emails recommending complementary services based on customer's previous bookings.
Reminder emails about seasonal service discounts, encouraging pre-booking for convenience.
Customer loyalty program announcements outlining rewards for repeat visits and referrals.
What to measure:
Redemption rates for exclusive offers
Engagement rates on personalized email content
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Marketing Experiments
Your retention experiments will have the objective of maximizing lifetime value of existing customers.
Experiment ideas:
A/B test different email subject lines for follow-ups to improve open rates.
Run split tests on discount offers for customer re-engagement to see which format drives more conversions.
Optimize reminder notifications for memberships based on timing and phrasing to enhance renewals.
Test variations in checkout procedures focusing on upselling techniques during repeat customer visits.
Analyze landing page performance for customer feedback surveys to identify areas for improvement.
What to measure:
Conversion rates on A/B tested campaigns
User feedback on the booking process
