With the needs, wants and desires of the customer continuing to change and evolve there is a corresponding impact on the company looking to get its message through to intended market segments. Those of you have watched some of my videos in the past or read my writings will be well aware that I form marketing campaigns and programmes around three main pillars i.e.

  • Categories
  • Channels
  • Market Segments

… of course within each pillar there are many variations to be considered but for the purposes of this article let’s focus in on the ever increasing important role that Digital Marketing has to play in promoting, branding and advertising the company.

With that said; it is important to note that I consider Digital Marketing as what it actually is and that is “another [ok it is a critically important one] channel to market [means of connecting with the customer] such as …

  • Direct Mail
  • Flyers
  • Billboards
  • Telephone
  • Phone
  • Radio

… and others in order to gain market intelligence and to educate and nurture the customer taking them through the marketing funnel each step taking the closer to become a paying client.

So back to the customer and the challenges that the company has when it is looking to continually develop and execute marketing campaigns.

First we have the larger companies that [may] have fully staffed marketing departments with marketing professionals that are able to keep up with the ever changing digital marketing landscape as well as looking at how the customer reacts to content, information, marketing and advertising so that however they end up viewing the brand of the company along with the associated products and services culminates in them favouring them over the competitors.

On the other hand we have organisations that maybe do not have a defined marketing department or, whose marketing is being taken care of as a side job or in addition to someone’s task; it may also be that the marketing’s task has been given to someone who may not be defined as a full blown marketing professional [not that someone who is not a marketing professional cannot perform the marketing task] – but the point being made is that at times we are need of falling back on disciplined marketing fundamentals in order to deal with the constant change within the [digital] marketing landscape.

When it comes to Digital Marketing we conveniently divide the activities into Search Engine Marketing and Social Media Marketing. Within the two we have to deal with trends, content creation, video marketing, email marketing, podcasting, image / graphics marketing, blogging and more activities that have to be executed on a daily basis in order to keep up. In addition to this if a company [without a dedicated digital marketing professional] comes up against a company with a fully functioning marketing department it may be fighting  losing battle.

 

Even if your business has an established customer base, the only way to continue to grow your business is by keeping your customers interested and happy as well as generating new leads into the business, one of the way of doing this is to make use a social media and digital marketing system that connects with clients for your business. These happy customers, in turn, produce more customers by way of positive reviews and word of mouth recommendations – not to mention feeding your bottom line with their repeat business. If you want to build and maintain customer relationships, try these 4 valuable customer retention strategies.

Blogs : Consumers love to keep up with the news. No matter what type of business you run, keeping an updated blog that focuses on your company and industry news will keep your customers interested in your product.

Blogs allow you to reach limitless readers, and they are automatically targeted by searches relevant to your industry or location. You can also use your blog to promote new products, sales, or upcoming events so your customers can stay involved in your business.

Sites like Blogger and WordPress offer beautiful blog templates that are simple to set up and easy to keep updated. Make it easy for your customers and potential customers to follow you online by linking your Facebook, Twitter, or other social media accounts to your blog.

Also, invite your readers to post their comments and make sure you respond to them in a timely manner so your customers feel their opinions are valued.

Loyalty Programs : The majority of any company’s income comes from repeat customers; that’s because it takes more advertising dollars to gain new customers than it does to keep your current ones.

So it only makes sense to focus on retention. Adding value to your existing customer’s experiences will keep them coming back and loyalty programs are an inexpensive way to accomplish this goal.

Discounts or free products will always appeal to customers who love your products and services. Therefore, keep implementing different types of rewards programs should go a long way in generating repeat sales from your existing customers.

Questionnaires & Surveys : Every customer has an opinion and, whether good or bad, they want to share that opinion. Offering questionnaires & surveys to your customers helps them feel involved in your company and lets them express their needs and wants.

When you design and offer surveys to your customers, be sure to show them their opinions are valued by taking steps to implement their suggestions where viable, or by offering to remedy any negative situation they may share with you.

Social Media Marketing

There is no denying social media has an effect on everyone with a computer or smart phone. When you invite your customers to interact with your business through social media accounts like Twitter, FourSquare, or Facebook, you keep your name close at hand while gaining valuable insight into your customer’s needs and wants. Assign one tech-savvy person to manage your media accounts and be sure to encourage your employees to interact with your customers while showing genuine concern for their opinions.

Remember, if you are not retaining your customers, you are losing them. By implementing these 4 valuable customer retention strategies, you will continue to build your business by taking a proactive role in influencing your customer’s desire to stay with you.