Post BFCM Retention Pt. 2
š The Playbook To Drive Loyalty Through Advocacy and Shared Values
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In this newsletter, youāll find:
š Post-BFCM Retention Mastery: Loyalty Through Advocacy and Shared Values
š„ļø Comparing Microsoft Ads and Google Ads: When Should You Make the Switch?
šAd Of The Day
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š Post-BFCM Retention Mastery: Loyalty Through Advocacy and Shared Values
Continuing from our previous edition, where we focused on locking in retention post-BFCM through advanced segmentation and personalization, this article dives into creating brand advocates and building emotional loyalty. Letās explore how to leverage UGC, purposeful storytelling, and value-driven retargeting to turn one-time buyers into lifetime evangelists.
5ļøā£ Leverage Data-Driven Social Advocacy
Retention doesnāt stop with repeat purchasesāit extends to making your customers ambassadors.
Micro-Influencer Activation: Identify new BFCM buyers with engaged social followings and send them personalized āVIP packagesā with exclusive items to share.
Referral Chains with Multipliers: Use tiered referral bonuses to incentivize ongoing referrals, not one-offs. Example: āRefer 3 friends this month, and weāll send you our unreleased product for free.ā
UGC Power Plays: Launch UGC challenges exclusively for BFCM buyers, rewarding creativity with high-value prizes while amplifying your brand on social media.
6ļøā£ Strategic Win-Back Loops Before They Churn
Donāt wait for customers to lapseāact before they disengage.
Predictive Win-Backs: Use machine learning tools to predict the exact point a customer is likely to churn and send targeted offers before that happens.
Event-Based Engagements: Tie re-engagement to cultural moments or brand milestones. Example: āItās been 30 days since you joined us on BFCMāhereās a one-time offer to celebrate.ā
Layered Retargeting: Retarget dormant buyers with value-driven content before offering discounts. Educate, then incentivize.
7ļøā£ Build Retention Through Shared Values, Not Just Discounts
Modern consumers care about more than just priceātheyāre loyal to brands that align with their identity.
Story-Driven Campaigns: Create follow-up email sequences showcasing the story behind their BFCM purchase. Example: If you sold eco-friendly products, highlight the environmental impact of their order.
Purpose-Led Retention Loops: Partner with a cause and give BFCM buyers the ability to vote on which initiatives their purchase supports, turning a sale into a mission.
Community-Led Brand Growth: Launch small, invite-only focus groups for top customers and give them a voice in shaping new products or features.
Post-BFCM retention strategies require a shift from basic retention tactics to creating genuine advocacy and emotional loyalty. By focusing on UGC, value-driven retargeting, and purpose-led initiatives, youāre not just retaining customersāyouāre building a community of advocates whoāll stick with your brand long-term. Let this be the next step in turning your BFCM success into enduring growth.
š„ļø Comparing Microsoft Ads and Google Ads: When Should You Make the Switch?
Insights from SEL
Google Ads dominates the PPC, leaving little room for marketers to explore alternatives like Microsoft Ads. But for some industries and businesses, Microsoft Ads can provide a unique edge. Understanding the similarities and differences between the two platforms is key to deciding when and how to expand your ad strategy.
The Breakdown:
Similarities That Ease Transition
Microsoft Ads mirrors Google Ads in many ways, from interface design to campaign setup, making it easy for advertisers to switch. Shared principles like search behavior and keyword matching apply equally, ensuring a familiar workflow. Microsoft's integration allows seamless imports of Google Ads campaigns, including account structure, keywords, and feeds.Adjusting for Platform Differences
While Microsoftās ad system is similar, there are notable distinctions. Microsoftās Broad Match targeting is less precise, leading many to use Phrase or Exact Match. CPCs are typically lower due to reduced competition, and advertisers often spend around 10% of their Google Ads budget. Additionally, unique targeting options like LinkedIn data make Microsoft particularly appealing for B2B campaigns.When to Test Microsoft Ads
Microsoft Ads works best in B2B verticals, industries with older or less tech-savvy audiences, and highly competitive markets where Googleās costs are prohibitive. Start testing once youāve saturated your Google Ads potential or are looking to scale cost-effectively.
Microsoft Ads may not replace Google Ads but offers valuable opportunities for certain advertisers. With lower CPCs, seamless integration, and unique features like LinkedIn targeting, itās worth exploring. Once youāve mastered Google, Microsoft can be the next step in your PPC growth strategy.
šAd of the Day
What Works:
Relatable Visual: The dynamic image of a person interacting with stackable luggage is both practical and visually engaging, effectively showing off the productās versatility and functionality.
Compelling Tagline: "Gift it once, get Away forever" cleverly reinforces the durability and timelessness of the luggage while tying it to a gift-worthy context.
Brand Recognition: The subtle yet clear branding ensures the focus stays on the product, while the name āAwayā seamlessly ties into the tagline.
Color Palette: The vibrant luggage colors paired with a neutral outfit create a balanced and eye-catching composition that appeals to a broad audience.
What Can Be Better:
Call-to-Action: Adding a specific CTA like āShop Nowā or āExplore the Collectionā would guide viewers toward taking action immediately.
Feature Highlight: Mentioning a unique selling point, such as lightweight materials, built-in chargers, or lifetime warranties, would further emphasize product value.
Broader Insights:
DTC brands can benefit from storytelling visuals like this that showcase practicality and personality. Pairing such creative with actionable CTAs and quick feature highlights bridges the gap between attention-grabbing and conversion-driving content.
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