Using Digital Marketing To Retain Existing Customers (as well as find new ones!)
Converting new customers is essential for business growth, and represents 90% of the work we do for clients. However, many companies make the mistake of overlooking the valuable customers they already have and not having a Retention Strategy in place.
Customer retention is great branding exercise to delight your customers so that they become your brand ambassadors, referring you to others. This is why we always recommend customer retention as a core Marketing objective.
Here are our top 5 ways to keep your customer happy and engaged in your business using Digital Marketing as an aide.
Use your social media platforms.
Social platforms are extremely useful in maintaining customer contact after the initial sale. Social media offers great opportunities to engage your customers and build trust by showing the personal side of your business. Monitor your customers’ opinions, interests, feedback and motivations. Pinpoint and reward your most loyal customers. Make efforts to change negative perceptions other followers may have by providing great customer service. More and more customers now turn to social media platforms to ask questions, register complaints and resolve issues. Take advantage of it to show how your brand is listening and cares about your customers.
Maintain consistent communication.
Signpost your customers to promotions, rewards programs, product updates and any other content you think they’ll find interesting and relevant. Ask people to share their stories or experience with you to encourage engagement. Stay a step ahead by anticipating future challenges they may have and suggesting new solutions. If you haven’t heard from particular customers in a while, don’t be afraid to reach out to them. Even if your efforts don’t result in immediate sales, they’ll go a long way toward keeping your brand first in your customers’ minds.
When customers have problems, make sure they can speak with a real, sympathetic person, ideally in person or by phone. Even in our digital world, people like to communicate with other people. This desire is so strong that consumers globally believe it takes too long to reach a live agent on the telephone or an online chat. Empower your employees to fix problems when they arise. Employees who are kept well-informed and believe that they can make a difference will be more motivated to care and take responsibility.
Although this responsibility may often sit with your customer services team, Marketing can lend support and ensure the online platform is up to date and working effectively.
Make a Great First Impression
If, at first, you start off with a bad first impression, you cannot expect your customers to stick around for long. To start off on the right foot with your customers, make sure you’re setting proper expectations to your processes and delivery timeframes.
Give your customers a personalised customer experience that aligns with their business and needs. Show your care and appreciation by going above and beyond to make their initial introduction with your business, significant to them. It’s the little things that go a long way.
Frequent Communications Calendar
Although we have already touched on the importance of social media, there are many methods of communicating with your customers. Build relationships by keeping in touch using a rolling calendar of communications. This is a programmed calendar sequence of letters, emails, events, phone calls, “thank you’s”, special offers, follow-ups, and cards or notes with a personal touch. These can occur constantly and automatically at defined points in the pre-sales, sales and post-sales process.
Customers not only respond to this positively; they really appreciate it because they feel valued and important. It acknowledges them, keeps them informed, offsets post-purchase doubts, reinforces the reason they’re doing business with you and makes them feel part of your business so that they want to come back again and again.
If this has opened your mind to new ways of communicating with your existing customers, and you'd like to create a Strategy to communicate with your existing customers, talk to us by emailing firstname.lastname@example.org