Much has been published about Lifetime Customer Value because a one-time sale is such a small part of what a customer can bring to a company. Strategic marketers always consider the value of a customer over time: this goes beyond purchases they make at a point in time to address future purchases, upgrades, and referrals to other customers (which reduces the cost of sales).
And since social is all about relationships, we prefer to put our recommendations around social marketing in Relationship-speak rather than Marketing-Speak.
Think of it this way: if someone wants to get married (ongoing purchases of the same brand over time), they have to make sure people know they’re available (advertisement). This means being in the right places (distribution). And being compelling enough to attract someone they want to actually be with (packaging and promotion). Then they need to really get to know someone more (engagement).
Once a marriage happens, it always needs ongoing maintenance to keep the flame fanned (loyalty…literally).
Hopefully you get the idea.
We plan to share quite a bit about how this plays out in your relationships with your customers in our upcoming “Flirt, Date, Marry” series. Stay tuned on this channel….