Customer acquisition carries a far higher cost than customer retention, so it is vital that you look after your customers once you have found them.
However, it is surprising how many businesses, particularly small business where the resources are often limited, fail to keep in touch with their customers.
There are multiple ways to do this, and it need not be expensive. Here are 5 quick and easy ways to make sure your customers remember you.
1. Have you sent all your existing and past customers a Christmas card yet? It needn’t be at the expense of trees – send a digital Xmas card. It’ll also give you a chance to clean up your e-mail distribution list for 2010.
2. Write a regular newsletter and email it out. When we say “regular”, it may only be monthly, every three months, or even annual, but make it regular so your customers expect it.And don’t forget to archive it on your site as extra content, and include links in your email so people visit your website. It could include news about new products, clients, exhibitions and shows you have attended, or discounts and special offers.
3. Add a blog to your site. This means that you will need to come up with regular content, but that needn’t be difficult. Pick a time schedule you can keep to, eg every Thursday or the first week of every month if you have limited time and resources.
4. Use the social networks and tools that are available. For instance, create a fan page on Facebook, use Twitter to inform your customers about sales or special offers, join Linkedin and add your news to your profile or discussion groups.
5. Send a present. It might just be a pen with your company logo on it, but every little reminder of you is good. Especially when the present is useful. (I love receiving dongles/memory sticks. And I often watch and read the content before deleting it