[MUSIC PLAYING] JON MURPHY: Welcome to module 2. You're going to be learning a few techniques on how to better engage with your customer base and create additional touch points that otherwise wouldn't be there. The middle of the post-purchase funnel involves building as much engagement with your customers as possible. This can take many different forms, from physical product packaging inserts to a subtle but consistent messaging strategy peppered into each of your automated emails. Looking for any meaningful opportunity possible to create a touchpoint.
If you don't want to over dilute the brand with discounts, start to think out of the box about things you can give away that will get customers excited. Things that can be delivered digitally and typically come with a one time cost are ideal. You can pepper in product intro and branding recall opportunities everywhere. If you sell home goods why not give away a free interior design guide or release weekly design tips.
If you sell food products, beverages, cookware, or even something as simple as chef bibs, why not create a free digital cookbook. Pay to get the cookbook developed once and use it as an incentive for months or years to come. Or how about go one step further and start a recipe of the week club to keep the touch points going. In this particular example the possibilities for upsells are vast.
If you sell the ingredients incorporated in the recipe, you can put direct hyperlinks over their ingredient names to take users to that product display page or create a shop this recipe call to action button that redirects to your site and allows them to easily add one or all of the product listings in that particular recipe to their cart. There are opportunities like this in nearly every industry you can think of and even if you can't pepper in such obvious product recall as these examples above, there is a lot of value in just creating touch points with your customer and building brand engagement.