By Amy Collett
While many companies focus their advertising efforts on gaining the attention of new customers, it may be more worthwhile to invest in previous patrons. Repeat customers, after all, are said to outspend newbies by 67 percent according to research. On top of that, it costs much less to maintain current clients than to acquire fresh ones. Consider these four tips for engaging with your patrons, courtesy of Original Foster Design.
1. Be Reachable
Communication is key when it comes to establishing good customer relations. Experienced businessmen suggest that not answering your company phone may lead to loss of clients. If you do not have the capacity to address every incoming call, consider partnering with an out-of-house call answering service. This way, patrons can get the information they need and resolve problems without becoming frustrated.
In-person interactions are every bit as important as long-distance ones. As the Houston Chronicle notes, if you own a brick-and-mortar shop, your front-of-house employees play a central role in shaping customers' perceptions of your business. Be sure that every employee represents your company's values well, so repeat customers feel known and appreciated.
2. Ask for Feedback
Another great way to make sure your patrons feel heard is to gather and respond to feedback. This is especially important when reacting to customer complaints. Customers are less likely to turn to another company after a negative experience if you let them explain what happened and offer them a reasonable resolution.
Patrons' comments also provide you with valuable data to help you better serve your current clients. For example, if many of your customers wish a specific aspect of your product were different, you can make that change to hold on to these patrons.
3. Connect Directly
Because many companies conduct their business primarily online, it's essential that you find ways to make one-to-one connections with consumers. Business-building agency The Business Minds notes that a good way to accomplish this is to use email marketing. Per Analytico, experts argue that email is an affordable and effective way to engage with clients. For very little money, you can pass on content that is relevant to a specific demographic directly to their inboxes. This way, current patrons receive information that applies to their past purchases and primary interests. You can also use email to test new marketing ideas and to offer discounts and promotions.
4. Prioritize Online Accessibility
Customers appreciate being able to conduct business conveniently. They should be able to find information about your products online and purchase them with as little hassle as possible. Make sure your website is easy to use, mobile-friendly, and visually appealing. Additionally, break up long blocks of text, test every link, and create an intuitive navigation bar.
Because website design and development require specialized expertise, partner with freelancers to ensure your site is top quality and welcoming to your existing and potential customers. Look into local SEO services, as well as a content writer, graphic designer, and programmer. Good places to look for skilled independent contractors include online job platforms that provide detailed information about freelancers' past work experience. Remember that many independent contractors may work remotely, potentially even in other countries, so strategize effective means of online communication.
Your repeat customers play an essential role in the growth and success of your company. Not only do they offer a reliable source of income, but they may even bring in new consumers by word of mouth. That’s why it’s well-worth your time to form strong connections with these valuable patrons and earn their loyalty for years to come.
Original Foster Design is a freelance Graphic Design company that provides Boston businesses & non-profits quality graphic design services in print media, logos, websites, posters, flyers, social media templates, banners, brochures, t-shirts, and corporate branding. For everything from custom t-shirts to web de