Join Dina Shapiro for an in-depth discussion in this video Tailor email programs, part of Lead Generation Foundations.
- You probably know that businesses spend a lot of time and money to get new customers. But what you may not know is that it pays to keep them, a lot. So, isn't it surprising that more companies don't put more effort into retaining the customers they do have? Keeping your customers engaged and loyal is a great way to grow your business, and here are some ideas for your company. Make customers part of the club, a rewards club, that is.
Incentivize repeat business by giving something back to loyal customers. This could be as simple as a point system, like earning a point for every dollar you spend, or a punch or stamp card, or, you can offer free items, discounts or some sort of special treatment. Whatever type of reward program you use, make sure it's simple to understand and the rewards are attainable. Give customers the VIP treatment. Make customers feel special by giving them exclusive benefits.
This could be early access to new products, exclusive sales, or special discounts. Some programs tier benefits to encourage more sales. The rewards can start small and increase as a customer becomes more loyal, such as having bronze, silver, gold, and platinum levels. Make a game of it. Have some fun by turning your loyalty program into a game. Give customers a chance to win something every time they buy. Just be sure there's enough winning so customers feel they have a legitimate chance.
Make it personal. Whatever loyalty program you choose, remember that personal works best. Tailoring your rewards to someone's specific buying habits can make it that much more effective and show that you care too. For example, giving away a free meatball sandwich to a vegetarian customer doesn't have much value. In fact, it probably would have the exact opposite impact you were looking to achieve, and turn off the customer. So use customer data to personalize rewards and messages for different customer segments.
Remember, they're people too, and catering to their individual needs is always good customer service. Measurement matters. Before you start a loyalty program, define what success looks like and how you'll measure. Is the program really driving customer retention or are you just giving away free things? Find out through your customer retention rate. This measures how long customers stay with your business. By measuring the difference in customer retention between program members and non-program members, you can determine if your loyalty program is working.
Drive engagement by rewarding customers for their loyalty through tailored offers, customized content, and other valuable rewards.
Finally, discover how to monitor your customer's experience after the sale, reward their loyalty, and measure your program's performance. By the end of the course, you'll have the tools and action plan to keep optimizing your lead generation strategy and expand your customer reach.
- Setting goals
- Publishing engaging content
- Creating compelling offers and calls to action
- Optimizing landing pages
- Developing databases
- Transforming leads into customers
- Making the purchase process clear and simple
- Monitoring social channels
- Measuring results