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Five practical tips on how to retain your customers
Because it is much easier and cheaper to keep a customer than to acquire a new one.
Loyalty pays. The Harvard Business Review affirms that acquiring a new customer is 5 to 25 times more expensive than keeping existing ones.
Here, then, are five tips to develop a strategy designed around customer needs.
- Start with benefits
Each product is created to meet a need or to respond to a desire. Whatever your product, focus your attention on the “value proposition”, that is, the elements of uniqueness that make the product attractive to the consumer.
Adopt your customers’ point of view and get in touch with them. This is the only way that will you be able to communicate the product in a unique and different way from others.
- Build a community
Social networks are spaces for discussion, conversation and relationships. For this reason, it is useful to reach your customers here too, creating a community around the brand. This way you can build an environment consistent with your brand values, trigger conversations, understand people’s behaviours and understand how they will change in the future.
- Selling is not everything
Sell at all costs. This is not the goal of a good marketing strategy. A good strategy makes sure that the right product or service reaches the right person, without it being forced.
One of the tools to do this is, for example, inbound marketing: that is, finding people interested in our products through valuable content and tailor-made experiences.
- Value, value, value
It’s the most important thing for your customers. Value proposition is what makes you unique and attractive to people. Instead of focusing on the product, focus on the benefits, emotions and experiences your product can offer customers.
- Better imperfect than standard
Looking at what others do is right, conforming to them is, instead, wrong. A brand, just like a person, has a character, a tone of voice and an identity that differentiates it from its competitors. The key is to work on these differences. Customers will appreciate the sincerity of your communication.