I am currently laid up, injured with a dislocated pelvis. So, I thought I would share this piece of syndicated content from Receptional
Six Solutions for Customer Retention and Engagement
For a significant majority of marketers, the art of finding, targeting and obtaining new customers is a top priority. However, with customer acquisition costs on the rise, it is essential that businesses move towards regaining the loyalty of lost customers, in fact - a study conducted by Bain & Company, the global business consulting firm, demonstrated that a 5% increase in customer retention can increase a company’s profitability by 75%. Furthermore, 70% of existing businesses believe it’s cheaper to retain a customer than trying to attract new ones.
Although commonly viewed as a difficult process, attaining customer retention might be easier than anticipated. Previous customers have experience with your businesses - already opening up and increasing the opportunity for regaining interest with the appropriate marketing strategies. But, if these customers have taken their business elsewhere, it can be difficult to win them back.
Here are six ways in which you can use your existing data to attract past customers and earn their interest.
Implementing content marketing is a fantastic way to increase your ranking in the SERPs (search engine results page), and integrating this with your target keywords will take things a step further in terms of driving traffic back to your website. Use keyword research tools to produce search data on relevant phrases that you should be including in your content whilst suggesting topics that are related to your business. You can include keywords in the URL, title, subheadings, the page description and in the first sentence/first paragraph of your content.
Remember - there is no definitive answer on how many times you should include a keyword in your content, but instead of worrying about a number or an ideal rate of keyword density, focus on uniqueness, relevance and value to your audience. The most successful content marketing strategies focus on producing content for audience needs at various points in the sales cycle. So, once you have your keyword data, you can start generating content mapped against the sales cycle. For example, if you’re a clothing brand, a great way to connect with your customers is asking them to like your social media pages and engaging with them through regular updates. In terms of engaging with a prospect who is yet to buy from you, sending out a free guide is a great way of earning their trust so they might go on to make a purchase.
Track Social Media
Currently, Facebook has approximately 1.23 billion monthly active users and 757 million daily users, while Twitter has 313 million monthly active users. Understanding social media’s popularity is one thing, but knowing the appropriate time to share your updates, so that it lands visibly in your followers’ newsfeed, is more advantageous.
Limit your posts to peak times - when your followers are likely to see them to ensure you’re providing optimal coverage. Timing your tweets correctly can mean the difference between a customer actually seeing it or missing it in their feed entirely. Tools like Hootsuite and Buffer are great for mapping out an optimised social media update schedule.
Many marketers overlook and under-estimate emails as a marketing tool due to the dominance of social media yet emails can actually be used to improve customer service. Sending regular newsletters with personalised content (see New Look example above) will help keep your customers informed and allow you to stay at the front of their thoughts.
Promotional incentives (e.g. discounts) are especially good for tempting customers; money off offers are higher in popularity in comparison to a percentage discount because it is perceived as higher value. Friendly reminders such as cart-abandonment emails are ideal for when a customer has failed to complete a transaction.
Additionally, emails provide the opportunity to garner more data on your customer base - much more than simply their purchase history. Track email responses to profile your customers more accurately in order to incorporate higher personalisation into future emails to increase the likelihood of purchase. For example, including a name or providing special discounts/codes for individual birthdays works best for immediate purchases because it speaks to desire and impulse.
In 2015, 55% of emails were read via a smartphone - a statistic that encouraged 44% of email recipients to make at least one purchase last year based on a promotional email. The high email open rate for smartphones means you need to track your phone conversions alongside your desktop conversions. Call tracking offers email tagging, allowing you to link the sale directly to the source and campaign that produced it.
Record your phone calls
According to Customer Experience Insight: “70% of customers leave a company because of poor service, which is usually attributed to a salesperson”. If a customer has been lost, a cause needs to be identified. Call tracking provides recordings of your phone calls meaning you can monitor the success of your customer service to prevent any negative experiences from deterring customers in the future. With call tracking you can identify:
- When a customer called, how often and call duration
- Replay a call and evaluate staff performance
- With call tracking, you can view a customer’s transaction history if your customer relationship management (CRM) is integrated.
This essential data might uncover why a customer opted to leave enabling you to utilise the information and attempt reconnection.
Social Media Advertising
Thanks to the advancement in social media, Facebook and Twitter’s custom audiences means you can target email lists, previous site visitors and phone numbers, resulting in great flexibility for online customer targeting.
Social media advertising makes monitoring impressions and engagements possible meaning that you can measure the success of your promoted updates. This data can then be adapted to the demographic you are targeting. These ad features are established on cached customer data and not cookies allowing you to target previous customers across various devices.
In relation to the success of social media advertising, Google launched Customer Match which lets you show ads to customers based on their data. This is a powerful marketing tool; marketers can specifically target existing customers with related content. Currently Match is only available on YouTube, Search and Gmail - it is not available for third-party sites on the Google Display Network.
Advertising on specific pages is commonplace for marketers, but being able to stay engaged with your target audience, as they browse the web, is a step further. Remarketing is the positioning of ads on relevant pages for the benefit of visitors who failed to make a purchase during their original visit. It uses a specific tracking code that places cookies in the visitor’s browser; those with the cookies will then receive ads.
Remarketing is beneficial in regaining the attention of customers who haven’t completed a purchase. Customers who have shown an interest in your website are more likely to convert into a sale compared to those who haven’t visiting your website, meaning remarketing ads can drastically improve your ROI. Also, you can combine remarketing ads with other targeting methods (demographics, keyword campaigns and interest categories) to achieve higher conversions.