There’s always an emotional rush when you acquire new customers. They’re “taking a chance on you” and you have that all-important opportunity to make that first, and hopefully lasting, impression.
So THAT happens…..
So why don’t some first-time customers come back? This is a very important nut to crack for your business, especially since it’s always cheaper and more effective to nurture current customers than it is to have to always spend the resources needed to provide a steady stream of new customers instead. While there may be any number of reasons, four stand out:
Early problems sour the relationship.
You have no formal servicing system.
There is communication breakdown with the decisions makers.
It is easy for your customer to return to your competitor.
No Free Lunch
We all learned very early on in this life that there is NO SUCH THING AS A FREE LUNCH!
In the context of digital marketing, that is made evident in that you must invest resources (time, effort, money, etc….) to get results. There never was a “build it and they will come
” (what I call the Field of Dreams
fallacy) for online marketing. Sure, it may have been a bit easier a number of years ago when there weren’t so many companies and users online, all vying for attention. Certainly, on a platform like Facebook, things were somewhat more simple, or so they seemed. All you seemed to need was a lot of followers of your page and to post something every so often and it looked like you were successful (whether you were or not depended on how you defined success, but that’s another story…).
This has changed significantly…and in ways that require a lot more consideration on your part as a small business owner and entrepreneur.
The Holidays are Here!
Well, here we are….
It’s after Thanksgiving and before the twin end-of-the-year holidays of Christmas and New Year’s Day. If you’re like me you already have a lot going on, both in your business AND in your personal life (all those holiday get-togethers, plus trying NOT to gain, like, 50 pounds thanks to all the food involved…)! You’re probably wrapping up your 2018 business and marketing plan, executing on the holiday marketing and delivery, and trying to keep the cat(s) out of the tree. Still want to keep up on what’s happening in the digital marketing world? You KNOW it impacts your business and has knock-on effects on your plans, right? I thought so….
So here are my recommendations for the TOP articles from November to help you stay on top of it all!
The best way to find out what your customers are looking for from you is ASK THEM, Right?! Well, that’s the message this week.
I’ve written frequently about the importance of really listening to your customers and acting on what you hear. Now you have your chance to participate, and I have a chance to “Walk The Talk”: I am announcing the first ever survey for my blog. The objective is to provide you with more of the kind of information and conversation you actually find valuable to you and your business.
As I look at the articles for this year that have been the most read, the Top Five are:
The deeper I get into the research concerning customer loyalty and engagement, the more it is pounded into me that it centers on Customer Experience (CX for short). The kicker about CX is that, while there are certain common factors and processes that carry across most customers and audiences, it really is an individual experience with you and your business. What does this mean?
First let’s look at the percentage of Loyal customers / audience you already have. Recent studies propose that you may have between 8%-15% customers that can be considered Loyal (your mileage may vary, especially given the differences in businesses: e.g. a coffee shop may have a greater opportunity for “regular” loyalty than a real estate office…). Let’s posit that your customers (a) DO have the opportunity, given your product / service, to purchase from you again within 12 months (and can certainly REFER you at any time!), and (b) this product /service is of value to them and at a fair price. The end-to-end CX for them has been better-than-just-positive overall, hence their loyalty. Their post-purchase experience has also been “positive+” (better than just OK…).
As it turns out, that bit is very important!
Loyalty, Strategy, and Connection
I’ve written a lot about loyalty, strategy, connection and relationship-building. My recent post about loyalty
went into some of the reasons that customer and audience loyalty is critical to your business. Another recent article about lining up your strategy with your actual problems
perhaps deals with a bit more about problem-solving and identifying where your strategy, such as it is, might not be a fair representation or plan that works within the realm of the daily reality you face. Another article concerned connections
, both real and perceived.
These are all related. Strategy is generally defined as some kind of innovation or reinvention process. If it doesn’t reflect the constant change the market and your business is experiencing, it isn’t strategy. It may be a corporate wish-list, a reason to have a kind of high-faluting retreat every year, or some kind of box-checking activity….although there are generally a lot of nervous, but well-meaning efforts aimed at it. However, if it doesn’t actually help your company break from old habits that are keeping you from at the very least repeating the same things every year, it’s not doing for you what it might.
Is loyalty a key component of your strategy? You realize that there is more to it than crafting good offers and making sure your customer service is stellar (both good things in the right priority….). It need not be itemized, but, since strategy with, hopefully, drive goals and action within your company (including what your employees are given as part of their roles and how they are incentivized…). Strategy that drives real change in a company is difficult, businesses rarely achieve extra-ordinary results unless they do something very strategic.
Well here we are…the unofficial End of Summer! Labor Day (in the U.S.), Back to School, and the business planning for 2018 is no longer avoidable!
There has been a lot of great information published this month, so here are the best articles I’ve read. I know you’ll find them worth the time, and packed with actionable goodies.
Social Media Listening
There are an ever growing number of social media listening tools (most also do other things, but the focus is on listening for this article) on the market. Some are free, some are “freemium
” (free, but with some more functionality if you pay a bit more…), and others will cost you in a much bigger way. This article lists out 10 top tools in this category that won’t break your bank account. Be sure to assess carefully what you really need, and then add some extra headroom….you will ALWAYS
end up needing them to do more than you think!
Then you are interested in what they think of you, since that will drive not only whether they purchase your product or service, but other things, too. Like:
- What do think of your product / service?
- Will they buy again?
- How will you know what they think unless they tell you?
- What kind of review will they give you (on-line or off-line)?
- What kind of influence will their experience have on how others think of you?
The basic ideas behind Customer Experience (or CX as it has come to be known) have been around for awhile. Think about when you walk into an office or a store of some kind. The initial impression of location, attractiveness, and the employees’ attitude towards you all contribute to the CX. It could be all over the place as to your experience, but that was, and is, a huge part of it In Real Life (IRL, for those of you who like acronyms…).
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I read an exceptional article by Mitch Joel
recently entitled “The Audience (formerly known as the Audience)“
. In it he writes about how perceptions and standard audience research (that leads to the creation of personas or avatars for marketing purposes…) are actually quite flawed. The challenge to fixing this or working through it, is in the ways they are flawed.
Here’s a scenario:
You are developing a new product for your client base that is aimed at stay-at-home moms. Immediately, a persona of the stay-at-home mom is put together in your mind’s eye…
- early 30s – early 40s
- Spouse / Partner works out of the home, 9-5.
- Wears casual / workout clothing for comfort and ease of care (the kids are ALWAYS spilling things…)
- Drinks a LOT of coffee
- Perpetually exhausted with too much to do
- Drives a “family” vehicle (mini-van / SUV) that is full of child-related stuff
- Gets together with friends regularly (with children) to chat and commiserate.
Do you see this stay-at-home mom persona in your mind’s eye?