Blogs > Customer Retention Tips
December 11, 2013 Michael Bickerton
We see a variety of plans and programs that businesses use to both acquire and retain clients, however, many have not properly documented their processes or the expectations.
Customer acquisition should be job one for most businesses; yet, customer retention is certainly a close second. In many businesses, customer retention may well be your premier focus, in any event, you get the point, it’s a one-two punch or a two one punch. Your business needs to be using both techniques.
I know you’re following my blog, so I’m certain that we are in agreement that email is your primary communication and marketing tool today. We’ve also outlined previously that social media can be a valuable tool in enhancing the impact of your email-marketing programs and efforts.
Social media assists in customer retention in a variety of ways; firstly it creates engagement, communication and dialogue. Engagement increases relevance, and relevance increases engagement. Social media also allows you to create and develop your corporate personality. The results of adding social are clear: interaction increases, engagement increases, email opt-ins increase, and even email click-throughs increase when social media is added to the mix.
The opportunity to build your brand, your brand awareness and your brand personality are really enhanced when using social media. Customers interact and invite their communities to engage and share your brand. You also get a deeper engagement when using social, your product and brand become relevant and this leads to a deeper engagement.
Retaining customers is imperative in today’s busy and crowded marketing sphere. You can use these same techniques for product launches, surveys, webinars, customer acquisition as well as brand building.
The wrap up here, acquisition and retention go hand in hand, as does email and social, as do your customers and prospects, Peas and carrots come to mind.
Michael Bickerton, Raven5 Ltd, Oakville, Ontario, December 2013