Connecting, retaining and reaching out to new customers is key to driving your business. The stronger the connection between your customers and your brand, the more inclined they are to use your services and refer to others. It may feel overwhelming to crack the sweet spot of consumer connection but when done right, it will pay off immensely for your business.
Here are some tips and tricks to create a loyal following of return customers.
Make your brand feel personal. No customer wants to feel taken advantage of by the corporate world and will always be looking for ‘the best deal’. Pay careful attention to detail when it comes to the tone of your promotional emails. Taking the time to personalise your message will go a long way in the eyes of customers whose email inboxes may be flooded with spam.
2. Loyalty programs
Ensure your new customers stay around for the long-term through loyalty programs and discount opportunities. Making them feel nurtured will increase their likeliness to return. It’s worth looking into loyalty cards or discount schemes to ensure you are building trusted relationships which go the distance.
3. Customer service
One of the key elements of retaining new customers are your levels of customer service. Follow up on queries immediately, remain empathetic and try to settle disputes quickly and efficiently. If a matter arises where you need to go above and beyond, try offering a discount and always follow up with a personalised note or call once the matter has been resolved. In a time where most methods of communication are electronic, a hand-written note on branded materials can go a long way.
4. Go above and beyond
Exceed your customers’ expectations. Whether it be a free gift, a birthday email or requesting feedback on how your business has performed over the last year, you will set yourself apart from competitors by showing signs of interest in customer opinion. Sending a personalised gift to a new customer can be a great way of ‘welcoming’ them to your business.
5. Be the expert
Position your business as the most knowledgeable and professional in the field that you are in. Ensure that your website and marketing materials are regularly monitored and updated. Offer advice and position yourself as a ‘problem solver’. By building yourself a reliable marketing calendar of key dates and events, such as Valentine’s Day and Easter, you will position yourself perfectly to existing and new customers, right when they need you the most.
Melissa Haywood is the Head of Vistaprint Australia.