Grow my business

Upsell existing customers and prevent churn

Overview

Businesses that focus on engaging with existing customers and increasing their lifetime value with the brand develop a strategic advantage.

You may have just one chance to engage with an existing customer when they take to searching. Make sure you respond to the signals they give you (their query, their intent) and that they feel valued (through messaging and tailored experiences). If you don’t focus on customer care or retention, you may lose your customers to competitors that do.

Existing customer marketing formats like direct mail, door drops and email are effective communication tools, but don’t disregard those existing customers who are turning to Search. They have high expectations, whether looking for inspiration, reviewing companies or making a repeat purchase, and it’s an opportunity for a brand to engage with that customer.

Search can help you grow your existing customers and increase their lifetime value through audience strategies. Linking customer marketing strategies with your digital information, using broader Search keyword portfolios that infer customer intent to churn or purchase, and tailored messaging are all possible.

Here are a few thought-starters on how you can engage with your customers using Google Search:

  • Remarketing: Create remarketing audiences based on user behaviour on your site or app, building segments of your customers for re-engagement.
  • Customer Match: Use your online and offline information to reach and re-engage with your customers across Google platforms.
  • Google Cloud: Structure customer insights from multiple sources and apply predictive modelling techniques that can be translated into remarketing segments.

Key takeaways

Businesses that focus on engaging with existing customers and increasing their lifetime value with the brand develop a strategic advantage.

Search is not just a channel for acquisition. Re-engage with your customers, prevent churn and encourage repeat purchases using audience strategies.

Learning what works with specific audiences via Search is easily scalable across other platforms. Test and learn with Search and roll out what works well for a holistic strategy.

Next steps

  • Audience targeting

    Learn about audience targeting. Apply audience lists to all of your campaigns and segment between new and existing customers so you can visualise the size of the opportunity.

  • Review data and CRM systems

    Do you have meaningful insights that could improve your targeting in Search? Work with Google to get this information into the system.

  • Smart Bidding

    Use Smart Bidding to automatically optimise your audiences, choosing the right bid for the goal you define.

  • One

    Audience targeting

    Learn about audience targeting. Apply audience lists to all of your campaigns and segment between new and existing customers so you can visualise the size of the opportunity.

  • Two

    Review data and CRM systems

    Do you have meaningful insights that could improve your targeting in Search? Work with Google to get this information into the system.

  • Three

    Smart Bidding

    Use Smart Bidding to automatically optimise your audiences, choosing the right bid for the goal you define.

Resources