Marketing to Boost Sales





Written by: Rui Correia



Updated on August 15th, 2025



Click to see the original article (PT)


In an increasingly competitive global market, consumers have more options than ever before. The diversity of products and services leads to a constant battle between brands to win customers' attention and loyalty. But how can you get them to choose your company over the competition?


One of the factors that seems to have a significant influence on consumers' choice of company to buy from is price. However, according to a PwC study, 42% of consumers are willing to pay more for a positive experience. And since studies show that acquiring a new customer can cost up to seven times more than retaining an existing one, investing in the consumer experience is not only a competitive advantage, but also a strategic imperative.


Therefore, it is worth exploring how companies can use marketing strategies to attract customers, improve conversions, and reduce churn rates.




1. The Importance of Customer Experience




The digital age has revolutionized the way consumers interact with brands. According to Salesforce, 80% of customers consider the experience to be as important as the products or services offered. If a company fails to provide quality service or a smooth purchasing process, consumers will quickly look for alternatives.


A positive experience generates a cycle of loyalty, which makes satisfied customers:

• Repeat purchases and increase the amount spent over time;

• Become brand advocates, promoting it through recommendations and online reviews;

• Have a greater tolerance for occasional failures, as long as the company quickly resolves problems.


On the other hand, a negative experience can be fatal for a company. A study by NewVoiceMedia revealed that 58% of consumers do not return to buy from a company after a bad experience.





2. Strategies to Boost Sales



2.1. Personalization: Creating Unique Experiences



Personalization is one of the most effective factors in winning customers. Based on the data collected, companies can tailor offers, messages, and services to meet the specific needs of each consumer. Amazon is a successful example of personalization, as it uses advanced algorithms to recommend products based on customers' purchase history and browsing behavior. This strategy significantly improves conversion rates and consumer satisfaction.



2.2. Content Marketing: Educate and Interact



Producing relevant content for your target audience is an excellent way to attract and retain customers. You can create:

• Blogs with tips (value) and information about specific products;

• Video tutorials demonstrating how to use products;

• E-books and webinars to educate consumers about a particular topic.


Companies that use content marketing generate up to three times more leads than those that do not invest in this strategy, according to Demand Metric. But be aware that a good strategy must use a combination of different types of content, created specifically to generate traffic organically, but also through paid advertising.





2.3. Automation



Automation tools help segment audiences and deliver personalized messages at the right time. Some applications include:

• Automated emails to follow up on abandoned carts;

• Personalized messages with exclusive discounts;

• Push notifications for special promotions.



2.4. Omnichannel Experience



Modern consumers expect a fluid and consistent experience across all points of contact with the brand. This includes:

• Integration between physical and online stores;

• Efficient service across multiple channels (social media, chatbots, email, phone, WhatsApp, etc.);

• Simplified payment and logistics processes.


According to a study by Harvard Business Review, 73% of consumers use multiple channels before completing a purchase.





3. Reduce Customer Churn Rate



An effective retention strategy can reduce churn—the percentage of customers who have stopped using a company's services during a given period of time. This indicator reflects customer disinterest and abandonment of the company, which makes the defined strategy vital to ensuring a company's financial stability.



3.1. Loyalty Program



Offering incentives for repeat purchases increases customer loyalty. Examples include:

• Accumulation of points convertible into discounts;

• Exclusive offers for VIP customers;

• Referral programs (refer a friend and earn a benefit).



3.2. Exceptional Customer Service



A good customer service system can turn a negative experience into an opportunity for customer loyalty. Training teams to provide fast, empathetic, and efficient service is essential.



3.3. Continuous Monitoring



Using analytics tools to measure customer satisfaction allows for quick corrections. The most commonly used metrics include:

• Net Promoter Score (NPS): Measures the likelihood of a customer recommending the company;

• Retention rate: Indicates how many customers continue to buy over time;

• Life cycle: Analyzes the different stages of the customer's relationship with the company, from acquisition to retention or eventual churn.


In a saturated market, a company's competitive advantage lies not only in its product or price, but in the experience it provides to the consumer. Investing in personalization, content marketing, omnichannel strategies, and loyalty programs are essential strategies for attracting and retaining customers.


By adopting these approaches, companies can not only increase their sales, but also create a loyal customer base and brand advocates, ensuring sustainable and profitable growth in the long term.



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