Online Customer Retention in a Recession
Why is it important to maintain current customers when you can just brainstorm about marketing strategies focused on obtaining new customers? Based on marketing trends, customers who have sought after your services in the past are more likely to ask for your assistance in the near future. In the words of Jim Rohn, a popular American business coach who has been giving seminars to large companies and individuals for more than 40 years, “one customer, well taken care of, could be more valuable than $10,000 worth of advertising.”
In the midst of an economic crisis, it is more important than ever for corporations to face this challenge head on and make the most out of it. Doing so, they will not only succeed in keeping regular clients, they will also sail ahead in the corporate race by acquiring new clients in the process.
Even without considering the economy’s continuous decline, studies have already proven the significance of being consistent in satisfying your recurring clientele. Once the present state of the economy is considered, it becomes even more crucial to set your mind on the potential gains over the negative outlook other corporations might take on. Consider it the lull before the storm. Do not wait for the storm to pass before you make your move because chances are, your competitors are already doing exactly that. Also, you won’t be certain how long it will take before the economy recovers so it won’t be practical to just sit down and wait it out unless you want to risk being in an endless slump. Time is in your hands along with various resources - use them. Establish a more stable relationship with your customers. Use your innovativeness as weapon and hone your edge while other companies soothe their ruffled feathers.
The unique advantage of web marketing has benefited companies worldwide. These include: 1.) an alternative and efficient way of storing data, 2.) lower budget for the distribution of information, 3.) more global audience and therefore more interactivity, 4.) faster and more effective communication with the help of e-mail, and 5.) direct feedback in the form of customer service forms on current and future services.
Web marketing therefore, is a powerful method to customer retention. Our simple formula simply requires you to ACT – Attract, Connect, and Touch Base.
ATTRACT - The first step will always involve getting customers to notice you. Design an attractive and user-friendly website. When people explore the web, they are more drawn to pages that are pleasing to the eyes and easy to navigate. Make sure your website design reflects your company imagery and suits your target crowd. It would also be wise to consider that not everyone subscribes to high-speed internet service. Make sure all the relevant information and images load in a reasonable amount of time. In providing content, use client-focused languages. A vital element in holding a potential customer’s interest – you should avoid the excessive use of technical terms. Your goal should be to enlighten them – not to intimidate them.
CONNECT – Establish your links to the customers. Extend your network and advertise. One of the best things about the internet is that there are so many sites to promote your company and meet new and different kinds of contacts. Sign up to social networking sites and experiment with the wonders of blog marketing. You could also establish affiliate programs with other related web pages and promote each other. Keep track of your website traffic. Identify and improve which areas of your website are more frequented by your customers – and work on those that need improvement. Traffic data analysis is an effective way to determine the rate your website fulfills its marketing role. Regularly update your web content. New content keeps clients coming back. Consider entering a shop with the same merchandise for over a year – what good does is bring you? Through an effective content management system in your website, you will be able to add, delete, and edit information in your website as frequently as you want.
TOUCH BASE – The most important step is to keep your clients up to date. Keep your customers updated about your latest services and activities. Plug in an RSS Feed System in your website where they can sign up and receive notification for every update you make in your website. Be accessible and maintain communication with your clients. Your website should be able to provide an avenue for customers to clearly and directly communicate with you. Consider an online user account or be pro-active and deliver messages straight to your customer’s email via email marketing campaigns.
We might be living in difficult times but there are still numerous ways to get the upper hand. The web and its many marketing features remains as one of today’s fundamental survival tools to keep hold of your customer base – all you need to do is A-C-T.
Somni Creative, Inc., rich media marketing professionals from Los Angeles, California, specialize in providing online customer retention services. We value our customers, both old and new. We welcome the challenge of taking advantage of the recession and getting you ahead in the corporate race. Call us at (310) 6973199 or visit www.somnicreative.com.
References:
About.com: Marketing - Explore the Value of Customer Retention
Marketing Profs - Effective Online Marketing in a Recession
Marketing during a Recession: A Survivor’s Guide for Tough Times
Today’s Marketing - 16 Hot Online Marketing Trends 2009