Many companies have the challenge of marketing to customers who only make one big transaction a year; they’re unsure of what to sell and how to promote but want to make sure that they are in consideration whenever the recipient is in the market again.
My suggestion is to keep the recipient engaged with information, good customer service and useful tips. Two things to consider here - first send them information through email, mobile, & other traditional channels. Second make sure you keep your social media channels updated with relevant information. Make it a place where your customer is inspired to come check out.
There are three ways to do this - if you simply tell them about the channel, if you invite them to be a contributor, & if you keep the social media channels engaging.
Here are a few examples from different industries:
Your customer has just purchased a vacation trip, start by asking for feedback about their trip, offer lifestyle and food tips from other destinations. Make email communiqués reminiscent of the travel channel – offering a get away with every newsletter. Include information and numbers that they can call about destinations but don't force them to buy, simply remind them that you are there.
A prominent travel company allows people to set up family pages where all pictures and videos can be put into a library. They extend this by connecting on Facebook as well. Put up pictures of destinations and ask people to guess where the picture was taken. It works!
Your customer has just redone their home; follow up the purchase with a sincere thank you. Then ask them to send you pictures or feedback of how they like the new style and layout. Keep communicating with them offering design tips and ways to spruce up their home. Share stories of how other people have transformed their homes with similar/ complimentary products. Keep them in their same segment but offer smaller gifts that may be perfect for their friends and family. Again, encourage your customer to share their story on your blog or submit their pictures for a contest - it will bring them back and perhaps others too.
A customer makes a large financial investment – a bond or CD. Thank them and then keep them abreast of what is happening in the market. Engage them in a dialogue by getting them to share information about their family, their financial aspirations and how you can help them get there. If you keep them engaged they will pay attention to your communiqués including your offers.
Financial Institutions can leverage social media channels to help educate customers on products and also use these social media channels to answer questions.
Regardless of the industry or purchase, the key is to keep people engaged with content that they perceive valuable and applicable to their daily lives… regular interaction could be your answer. Write good content for your social media channels & use email to direct people in.