Bailey & Oliver Law Firm knows the power of customer care. In fact, they get much of their new business simply by being good neighbors.
“Every new business that opens up in the neighborhood, we bring them a gift basket with breads and mugs, coffee and tea,” said Community Relations Director Kim Daniels.
Gift baskets with company giveaways—and some gratitude—also play a big part in the firms’ customer retention strategy. Daniels goes out of her way to research the clients so she can create a gift they will love. For example, one of their clients enjoys building, so she created a gift basket from a toolbox.
It’s understanding and caring like this that form the basics—or the ABCs and 123s—of attracting and retaining customers.
Give them with a boost every weekday, in a fashionable way.
The ABCs of acquiring clients
When capturing the attention of new customers, use the ABCs to help draw people to your doorstep.
A: Acknowledge your niche
Messaging to current and prospective customers is much easier if you create customer personas that help you focus on who is buying your products. Those personas are even more useful if you are trying to enter a new market. Personas represent your buyers. Use customer surveys, social data and reviews to help identify needs, wants and preferences. If you already have personas in place, check to see if updates are needed based on economic and social changes.
B: Build quality content
Once you understand who your customers are, figure out where to find them. To demonstrate care, build content that matches their needs, wants and desires—even as they change.
- Video: 97% of marketers say video enhances customer understanding of their business, and 76% say videos increase web traffic and sales. Help your customers do more with explainer videos, customer testimonials and other informative content.
- Social media: Helpful social posts and paid ads on the social media platforms your customers frequent can help prospective customers see you in a new light—and remind existing customers why they love working with you!
- Search engine optimization (SEO): Improve how easily your website can be found by enhancing your SEO with terms customers use to search for your products and services. Use keyword research tools to determine which words and phrases your customers use. Add those keywords to your website by updating product and service pages, blogging on topics of interest, and adding transcripts to your video and audio content.
C: Create a referral program
If you have clients who have said great things about you, reward them with a thank-you gift for referrals.
The 123s of retaining customers
When customers feel a company cares for them, they’re more likely to remain loyal. Keep your customers coming back again and again by:
1: Give great customer service
The easiest way to show you care: Create a remarkable customer experience. Ninety-three percent of customers are likely to make repeat purchase because of great customer service. Also keep in mind it takes 12 positive customer experiences to make up for one negative one. That means getting customer service right every time may be the most important factor in retaining customers. When a customer offers a compliment, asks a question or files a complaint, use the feedback to improve your customer experience. And be sure to thank customers for their feedback.
2: Reward loyalty
Make your most loyal customers feel special by rewarding them for staying with you. You can do this with discounts, access to content or training, product previews or gifts.
3: Stay top of mind
Find ways to keep your business at the forefront of your customers’ minds. Rock Hill Automotive in Rock Hill, South Carolina, found company giveaways were a perfect way to do just that. When they replaced disposable cups in the waiting area with ceramic mugs, they let customers keep the cup. “I said, ‘If you like, them, go ahead and take them,’” said owner Monica Touchton. “The next thing you know, someone said, ‘Hey, we need another case of mugs.’” The mugs encourage repeat business.
“If they’re sitting at breakfast having a cup of coffee and thinking, ‘My car has not been running right,’ we’re there for them,” Touchton said.
Touchton’s team also uses the mugs with commercial customers. “We take a mug filled with Tootsie Rolls® and check in with fleets who have worked with us in the past.” she said. “We include a note that says ‘Thanks for keeping us rolling.’”
The perfect way for your clients to start their day.
Here today, here tomorrow
Whether you’re gaining new customers or retaining existing ones, use these ABCs and 123s to set your company apart. A little care goes a long way toward creating loyal fans.
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