Recently I was interviewed for the National Strategic YouTube series, Evolve to Grow, aimed at educating business owners of the many tools available to acquire and retain more customers. This series installment was specifically about using content as a form of customer retention, and of course I was thrilled. As the Internet Marketing Specialist for World Synergy I have the great pleasure of being on a team that creates countless campaigns accomplishing this very task.
Over the past few years many businesses have jumped into social media marketing as a way to acquire new clients, forgetting about the value social media brings to customer retention. Let’s look at 3 simple tips to use social media for customer retention:
1. Gain respect as an expert in your field. Using social media to provide your customers with industry knowledge earns you respect as an expert in your field. Create content that your customers would appreciate. Ideas include different ways of using your product or service, relevant health and/or safety information, tips for choosing providers, things to look out for, etc, etc.
2. Post content to encourage your customer engagement with. By posting questions, trivia, quizzes and asking opinions, you’re staying in communication with clients without soliciting them. This natural social behavior will keep your business in the front of their mind.
3. Encourage feedback on your social media sites. Resist the urge to delete negative comments. Instead encourage your customers to use social media platforms in order to speak truthfully about their experience with your business. In the interview, Roman Jacubowycz quoted a statistic saying “56-70% of customers who complain to you, will do business with you again if you resolve their complaint.” Communication plays a crucial role in retaining customers, so view negative comments as opportunities to resolve complaints in order to retain customers.
Want more internet marketing specialist tips for growing and retaining your customer base? Consider signing up for our new webinar, “Online Marketing Success Strategies for 2012,” at 1 p.m. (EST), April 19, 2012.
Watch the interview here for more tips and statistics regarding using content to retain customers.