It is most important that your existing customers spread the good word about your business, the volume of business referral this generates can make a huge difference to your turnover as your new business develops. If this is not happening then it could be that your “engagement marketing engine” is not revved up – so says Patricia Resicker in her latest article.
Engagement marketing here is not about feel good conversations on your blog or Facebook pages, but rather when people qualify themselves – “yes, I’m interested – help me know a little more”. First hand word-of-mouth and social media marketing can be game-changers for small organizations looking to achieve more success.
As someone who ran a small hotel, I know that delivering a great customer experience is crutial to business growth, and one way to achieve this is to do some thoughtful naval gazing …
- When people telephone are they put on hold?
- Can you access your website from a smart phone?
- How “smart” is your website – does it use “Flash”?
- Do you deal with complaints (or complements) straight away?
Hmmm, how did you do?
Keep in touch with your customers, don’t assume they will come back on their own, repeat business is bread and butter and cheap to deliver, so don’t waste these opportunities. By engaging with people though online content you can deliver interesting and relevant content to take them to action – repeat sales! Keep in mind that online participation translates often into offline engagement and sales.
- Figure out how you can provide a WOW! experience to your customers. It doesn’t have to break the bank, it just needs to be delightful (being on time, nice packaging, thank-you notes, customer rep phone calls to ensure everything is OK and so on).
- Start with one initial connection method (e.g., email newsletter or a blog) for enticing customers to keep in touch. Remember engagement marketing is an opt-in strategy, so give customers a reason (i.e., a benefit) to keep in touch with you.
- Once you have that piece gaining traction, add a social media platform (where your customers hang out) and experiment with different types of content to see what your potential customers like. Be sure to measure results and repeat what works.
See Social Media Examiner for more on this topic.
Drop me a line and we can discuss how we can help get your web presence working for your business.