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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 performance update email highlighting successful trades and customer stories to build loyalty among users like Investing Ivy and Business Ben.
Video series: 'Continuing Your Crypto Journey' focusing on new market trends, investment strategies, and user experiences to keep customers engaged.
Exclusive content release: 'Advanced Crypto Trading Strategies' targeting current users looking for investment avenues to enhance their knowledge.
Customer community forum launch to encourage sharing of experiences and peer support for those using the platform.
Webinar: 'Navigating New Changes in Cryptocurrency Regulations' providing updates on regulations to keep users informed and confident in their investments.
What to measure:
Engagement metrics on performance update emails
Participation rates in webinars and community forums
Content consumption rates on exclusive resources and videos
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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:
Keywords: 'how to maximize crypto investments', 'crypto trading tips for experienced investors', 'current cryptocurrency regulations 2023', 'best strategies for crypto investing', 'community for crypto traders', 'how to reduce crypto trading risk', 'building wealth with cryptocurrency', 'customer success stories in crypto investing', 'latest trends in cryptocurrency', 'improving financial literacy with crypto'
What to measure:
Tracking the number of returning visitors via organic search
Ranking improvements for retention-focused keywords
User engagement metrics on retained content pages
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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/Meta Ads: Target existing users who haven't engaged recently with personalized offers or updates about new features.
[Remarketing] Google Ads: Retarget individuals who visited educational content but did not subscribe or engage further.
[Prospecting] YouTube Ads: Create ads promoting advanced trading strategies directed at tech-savvy investors who follow finance channels.
[Remarketing] Email offers: Send targeted notifications for exclusive webinars and new resource releases to past participants.
[Prospecting] Facebook/Meta Ads: Target users highlighting benefits of crypto education and support available through your platform.
What to measure:
Engagement rates on retargeted ads
Cost per engagement or action from remarketing ads
ROI from campaigns targeted at retaining existing customers
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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:
Post user-generated content showcasing successful trading stories emphasizing community engagement.
Initiate a monthly Q&A session on Instagram Live addressing customer concerns and sharing updates about the crypto market.
Run polls asking followers about what factors they consider in maintaining their investments.
Share motivational quotes and success stories from satisfied users to inspire current customers.
Monitor brand mentions and respond proactively to customer feedback across social media channels.
What to measure:
Audience engagement metrics on inspirational and informational posts
Growth in follower count due to user-generated content sharing
Interactions generated from Q&A sessions and polls
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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:
Monthly performance report email highlighting user success stories with actionable insights for improvement.
Targeted email updates regarding new tools or features added to the platform to keep interest alive.
Exclusive invitations to community events focused on building knowledge and networking with other investors.
Regular newsletters featuring curated resources such as articles, podcasts, and videos relevant to crypto-backed financial solutions.
Feedback request emails providing surveys to understand user needs and improve service suitability.
What to measure:
Open rates on newsletters and performance reports
Click-through rates on resources and event invitations
Customer feedback response rates from surveys
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Marketing Experiments
Your retention experiments will have the objective of maximizing lifetime value of existing customers.
Experiment ideas:
Run A/B tests on different layouts of performance update emails to determine which format maximizes engagement.
Test variations in community forum structures to enhance user interaction and engagement.
Experiment with call-to-action phrases in newsletters to assess what encourages more active participation in the community.
Analyze user feedback on email campaigns to optimize content based on subscriber preferences and concerns.
Implement tracking for engagement on webinar invitations to refine future communication tactics.
What to measure:
Engagement metrics on A/B tested content
Conversion rates from emails specifically targeted at retention
User activity levels in community interactions pre- and post-optimizations