Ok, lets say you’ve generated a bit of ‘buzz’ about your company or product, people are interested in you, traffic and sales are looking good and you are satisfied with the direction you are currently going in. Great, it seems everything is fine and you have achieved your goal, now just sit back and watch the conversion figures rise right?
No, not quite… Yes if you can build up to a similar point such as this one, that’s fantastic and should reflect all the hard work you have put in. However, the work is far from done, it’s just beginning. Before you think about expansions, what your plan is for next year or how you can continue to grow and develop, you MUST focus on one simple thing. This may not be over looked by most marketers in general, but it can be an after thought or not placed as highly on your to do list as others aspects, but it should be.
I’m of course talking about customer retention. While your figures, social followers, customer base etc may be growing, don’t forget about what or who brought you to the dance in the first place, your EXISTING customers. So much focus is put upon new customers and building upon pre-existing contacts, that the current/previous set of customers you have worked to build up are neglected.
It’s crucial not to let your existing customer base diminish or feel devalued, they will constantly support your brand, whether it be via word of mouth, a share on a social page or a physical sale. All you have to do is remind them that you value them as a customer, its that simple. So a few quick (and simple) ways of retaining your customers, via social media.
1) People online are still people …
Make sure you remember, your existing followers are not just numbers on a homepage like count, they are people just like anyone else and not just there to like your posts, interact with them on a more personal level, ask them some questions, reply to an individual tweet, let the people who have taken the time to follow your page, know you appreciate them guys and they will keep coming back to you, it’s that easy.
2) Don’t devalue the old for the new
We see countless offers and ads, exclusively offering new customers the best deals for joining up, or even incentives for new customers to return again once they have made that first visit/purchase. While these are great ways of continuing to build up a fan base and almost refreshing your customer base, it is also imperative to reward people for their loyalty and what better way to do so than offering some of these incentives to the people who have already been with you and will continue to do so.
3) Finally ….
The best way of retaining a customer via social media …. Is nothing that you can personally do yourself. Word of mouth is the best way you can hope of securing your client base via online social media, even if you are thinking “Word of mouth is word of mouth, I can’t force people to talk about my brand.” Yes, you would be right you can’t force anyone to share, discuss and voluntarily talk about your brand, but you can start make it a lot easier and help the snowball gather mass as it goes. Don’t get focussed on being primarily a seller on social, yes you are representing your company, but why can’t that be fun, topical and interactive? The use of a visual aid is perfect when trying to be, well just social with your followers. To many businesses forget the most important thing with social media followers, be social, be outgoing and offer something that people will want to come to your social sites for in the first place. Word of mouth digitally, via your pre existing customers, can explode your popularity in a way that you won’t believe.