How to Use Content to Drive Referrals and Upsell Customers

Marketers are often hyper-focused on lead generation. And rightfully so — it’s our responsibility to make sure the business has a pipeline fat with juicy, qualified leads. But when Marketing leaves upselling and driving referrals to Sales and Account Management, as it so often does, it eliminates the possibility of using the inbound content it’s constantly creating to drive more revenue from its existing customer base.

Your customers are an untapped vein of new revenue. Consider these tactics to help you leverage your already cranking inbound marketing efforts to drive referrals and sell more to your existing customers.

Segment Your Email Sends to Include Messaging for Customers

You’re already creating segmented email lists to ensure you’re targeting leads correctly. But have you considered how tweaked messaging could make your content relevant to your existing customer base? Consider a piece of content designed to create build value for one of your products or services — a case study you just finished, your latest best practices guide, or a solutions manual. Sure, you’ll use it for lead generation, but what about sending it to a segment of your existing customer base? These documents can help existing customers use what they have better, or see the need for additional or more premium product or service purchases.

Current customers know your company well, presumably like you, and if they have the need, will welcome the opportunity to buy additional products or services from a brand they trust. If you haven’t already, create a customer list segmented by product or service and set a schedule to start sharing this type of content with them. – How to Use Content to Drive Referrals and Upsell Customers by Patrick Shea