So you managed to get the customer’s attention, convince him to the quality you provide and encourage him to take the first step contacting you. Now is the time for a warm welcome. Such welcome must fulfill several functions. Your new customer needs to feel that his businesses and needs are in good hands, that he is surrounded by professionals and that he will receive the quality he expects. On the other hand, as in any marketing campaign, you need to be moderate and not imposing yourself. Here are a few words about good practices in onboarding campaigns.
Welcome is a key – Onboarding Campaign
The way you welcome your client will greatly affect your relationship. It will set its’ tone. The matter of trust is significant. The customer has entrusted you with something very valuable today – his contact details. To inspire and maintain his trust, you must use them wisely. Thanks to faith in you, he will want to use your services, keep in touch with you, recommend you to others, and above all – it will allow both of you to maintain long-lasting relationships, and that’s what this is all about.
Do your best to meet requirements
Let’s put ourselves in clients’ shoes. Imagine a restaurant we are in for the first time. Let’s analyze how many factors influence whether we feel good there. Appearance, table arrangement, decorations, mood, music, food quality (we assume for this example that this is a good restaurant) – all this is important. But isn’t it equally important how the waiter behaves? If he is professional, polite, not imposing himself and does he know how to meet our requirements? The human element is something that must be included in your onboarding campaign, even though it will ultimately be automated.
Set your goals
As the “restaurateur” from the example above, you want the guest/client to feel good in your place, pay you well and come back for more. Your company must do the same and with such an overarching goal you need to determine the way you operate it. You have to take care of every element, from the atmospheric candle on the table (pleasant design email onboarding), to the taste of dessert (not too long, nice, welcoming message of the content of the email), to the waiter who will explain to your guest every detail about your restaurant’s menu (your employee who the customer be in touch first). Remember that you need to activate a kind of mechanism that will achieve your goals.
The above-mentioned explanation of the details about what you have to offer is an extremely important part of your onboarding campaign. Your new customer needs you to lead him by the hand and show him the way. Since he has decided to trust you, it means that he already believes in you and you must do everything not to disappoint his expectations. You can achieve this by ensuring the same high level of nurturing or onboarding or sales or service process. No piece of the puzzle can be neglected because it will affect the others.
In the first message after establishing cooperation, say hello to the customer and express your joy that he joined the group of people who believe in you. Share some facts about your business – maybe it will motivate the client to broaden knowledge about your company. Show your confidence wisely and ensure your willingness to cooperate, but above all, encourage the customer to keep still contacting you. Remember – at this stage, he is not your regular customer yet. It is up to you if he becomes one.
In separate articles, we will discuss examples of onboarding campaigns.