How Subscription Businesses Can Keep Customers Engaged
Subscription engagement depends on customers continuing to receive the value they understood when they joined. Reminders, rewards and community activity can help, but they…
How to Set and Manage Customer Expectations
Customer expectations are shaped by the offer, sales conversation, interface, service updates and what happens when a promise cannot be kept. Managing them does…
How to Define a Brand Personality and Voice
A useful brand voice helps different writers make recognisable choices about language, evidence, tone and action without forcing every message to sound identical. Start…
How to Use Social Media for Customer Acquisition
Social media supports acquisition when a suitable audience can recognise the problem, understand the offer and move into a controlled conversion path. Organic content,…
How to Test Unconventional Customer Acquisition Ideas
An unconventional acquisition idea is useful only when it reaches a suitable audience, communicates an honest proposition and can be tested without unacceptable customer…
How to Design a Customer Journey That Teams Can Operate
A useful customer journey connects what the customer is trying to do with the owners, systems, evidence and exceptions behind each stage. A polished…
How to Design a Loyalty Programme Customers Can Understand
A loyalty programme should make the value exchange, earning rules, redemption and customer control easy to understand before it tries to be entertaining. The…
The Role of Content Marketing in Customer Acquisition
Content marketing can attract, educate and qualify potential customers by answering the questions that shape a buying decision. Its role is broader than organic…
The Future of Content Creation: Durable Changes and Open Questions
The future of content creation will be shaped by tools, distribution, rights, audience behaviour and economics, but forecasts should be separated from changes creators…
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