Front-End Marketing vs. Back-End Marketing
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What is Front-End Marketing?
Front-end marketing focuses on compelling content and brand messaging to hijack your target audience’s attention. The main goal of front-end marketing is to generate leads and convert them into customers. It’s relatively easy, which is why many marketers focus on it. However, many front-end strategies, such as cold emails, ads, and social media marketing, don't have a strategy in place to reconnect with the customer at the end of the sales funnel.
That's where back end marketing comes in.
What is Back-End Marketing?
When customers have already made a purchase or are close to doing so is the perfect time to implement back-end marketing. After they have purchased, it's time to drop them into a new marketing campaign to upsell them on complimentary offers or resell them on what they have already purchased.
Customer purchased acne lotion, that purchase triggers a marketing campaign to sell them your hyper-pigmentation cream and oil-free moisturizer.
Service Resell and Upsell:
Person books you for eyelash extensions, two weeks later they receive a text to book their fill-in appointment and get $5 off if they upgrade to fill-in and eyebrow wax.
These strategies include ways to either boost what customers are buying or hook them into a longer-term commitment. This is focusing on increasing the Average Order Value and increasing the Lifetime Customer Value as well.
Returning customers are more likely to spend more money. In other words, repeat customers lead to more profits. The question is, how can you turn one-time or occasional customers into loyal, lifetime ones?
Setting Marketing Goals and Measuring Success
As with any sort of marketing, you must set goals and highlight Key Performance Indicators (KPIs) to be able to measure your success.
Front-end marketing KPIs include: Conversion rate of prospecting campaigns, Average Order Value, Clickthrough rates, New Customer Acquisition
Back-end marketing KPIs include: Conversion rate of retargeting campaigns, Increased Lifetime Customer Value, Returning Customers, Recurring revenue, add-ons and upsells
After they’ve made a purchase, customers still need to be nurtured into returning, loyal customers. Back-end marketing is essential to boosting your company’s profits, because it taps into your existing audience to build a loyal customer base. It shifts the focus from the top of the sales funnel, where you focus on acquiring customers, to the bottom, where you could scale up your business to new levels — and get customers for life.