Organisations in today’s
world focus heavily on attracting new customers as this forms the basis to grow
and expand. Equally customer retention should have just as much time and energy
focused on to ensure we maintain our loyal customers. Attracting new customers
to your business can cost up to 7 times more than the cost of customer
retention. The digital era in which we live in today can help with both of
these aspects of growth. Take customer retention as an example. The term social
media is fast becoming the gateway for organisation to continue to market their
goods or services. However one simple solution of involving customers in in
your social media can massively increase their loyalty. Soda Stream does a great job of regularly
putting their fans in the limelight through their Facebook page and on their blog. Not only are they regularly engaging their fans with
contests, they are making sure everyone knows who won, and creating a lot of
buzz while they’re at it. This is also another form of marketing as these
customers will spread the positive news to friends, family and most importantly
on all social media platforms.
Personalisation is another key aspect that most
business over look, if we take the time to learn about our customers and
present them with relevant products based on their preferences and buying
purchases they will feel more valued and involved with the company. Ensuring
repeat customers who buy online can have a simple purchase process take Amazons
one click payments process as an example. Having a strong customer service
presence online is more efficient then making customers contact and wait in
line on call centre calls. These are just some of the simple but effective ways
in which can ensure we retain our current customer base.
In order
to attract new customers as a business you must be easily accesses, then of
course you must offer value to the customer. If we look at Pinterest as an
example of how using a unique sign up process was a strong form of customer acquisition.
Every step in the process, from
requesting an invitation to the social signup, is designed to create a sense of
belonging and wonderment, thereby building an emotional connection to the user.
Having a demonstration video around the benefits of becoming one oy your
consumers will increase conversations around your brand. Small offerings can
increase someone to buy or use your product like an initial discount for first
time buyers/ users. This can also be used to retain loyal customers. When
potential customers are visiting your digital page for the first time we need
to ensure it is now that we convert them as According to Infinite Conversions, “Over 80% of
abandoning visitors never return.” Therefore, your focus should be on
converting visitors the first time they visit.
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