Whether you offer products or services, as a business owner you’ve likely heard that it’s easier to retain customers, than find new ones. But even after providing a meaningful client experience and receiving positive feedback, you might still find that they don’t come back. Why is that? There could be a few reasons, but the one I’m talking about today is staying top of mind.
What I’ve noticed is that instead of striving for client retention (which is often overlooked and underrated), entrepreneurs are too focused on acquiring new customers, marketing to the void and screaming to the masses with a one-size-fits-all campaign.
In our fast-paced world, it can be difficult to maintain connection, and because of this detachment, loyalty doesn’t come quite as easily. With effort, not only can you attract your ideal clients, but you can turn one-time sales into life-long customers!
01. Know Your Audience
Who are you serving? What are their biggest concerns? What problems do they have, and how can you solve them? What’s holding them back? When you have a clear picture of who your ideal client is, what they want, and how to reach them, you can remove the pressure of keeping up with the competition. By helping your customers feel you know who they are and what needs they have, you’re able to build a more meaningful brand.
02. Get Clear On Your Message
These days, your customers have limitless choices available to them. Competition is everywhere. To market effectively, learn to speak directly to your target audience. Make a strong first impression by telling your target audience why you’re the best fit for them, what makes you unique, and why it has to be you and no one else! Potential clients are wondering if you’re reliable, if they can trust you, and if you’ll deliver what you promise. Help them overcome this fear, give them confidence that they’re in the right place, and leave them with no doubt that they’re in good hands, by getting clear on your brand message.
03. Cultivate Relationships
One of my favorite quotes comes from Seth Godin. He said “People don’t buy goods and services. They buy relations, stories, and magic”. We buy from brands with whom we have an emotional connection. Building relationships with your audience is fundamental to staying relevant. Your online presence (blog, social media feed, etc) are tools to create personal connections, grow community, and build trust. Engage with your audience, respond to comments, answer questions, provide an unforgettable client experience. Stop treating your clients as a dollar symbol, and start nurturing your existing relationships.
04. Be Consistent
Show up on a consistent basis to cultivate trust, build brand awareness, and stay top of mind. Particularly on social media, sharing high-quality, cohesive imagery of your products on a regular schedule strengthens your brand, peaks interest, and invites your audience to stay and get to know more. If you don’t have the time to plan, style, shoot, edit, and curate a thoughtful and intentional gallery of imagery to have at your fingertips, the Custom Content Club is a wonderful place to start — never wonder what to post again, and have professional content ready to share whenever the need arises!
05. Don’t Be Afraid To Ask
Something we often forget — don’t be afraid to ask! Be direct. Send your customers feedback questionnaires, ask for testimonials, write cold pitches to brands you’ve been dreaming of working with, email past clients you haven’t heard from in awhile asking if they need updated photos of their products. You never know what will happen unless you try!