Is the best way to retain customers through building relationships and lots of interaction with them? Some say no. If not, then what do customers really want? You must find out and market to them according to what they want and need.
Find out what customers really want
What do customers really want?
- Is it a relationship with your brand?
- Is it shared values?
- Is it lots of interaction?
Not all customers want a relationship with your brand
… unless it means they get a discount. Seriously, there are customers who do want a relationship with your brand, but there are also customers who don’t. It’s your job as a good business owner to find out who does and who doesn’t and then market to them differently. Bombarding customers who don’t want a relationship with an endless supply of emails will give you a low return on your efforts and investments.
Customers really want to share in the values of your business
Shared values build relationships. “What are shared values,” you ask? A shared value is a belief. It is a belief that both customer and brand have about a business’s purpose or philosophy. Rockin’ Robin Virtual Assistance’s philosophy is “Your success is my success.” There’s nothing I enjoy more in business than helping my clients achieve their business goals.
To build relationships, clearly communicate your brand’s philosophy or purpose.
When a customer shares in the belief or philosophy of a business, they interact with and build a relationship with that business. For example, “Every dog deserves a loving home” is Pedigree Dog Food’s shared value. When you as a customer share in this belief or philosophy of Pedigree Dog Food, you will support them by purchasing their product(s).
Lots of interaction doesn’t loyal customers make
There’s nothing that proves a customer will purchase, purchase again and then recommend you and your product because of lots of interaction. Marketers who believe the number of interactions determines the numbers of purchases customers make, will flood their customers’ inboxes with emails. Big name brands, such as Land’s End, for example, send me over 300 emails annually. But do I buy 100 times a year? No.
How should you market differently?
Instead of demanding customer attention, value their attentions given as special, rare, undeserved, deeply appreciated. Then ask yourself, “Is this campaign/email/print ad/etc. going to add to the cognitive overload my customers feel or relieve their feelings of overwhelm? (Cognitive overload: Consumers are overwhelmed by the volume of choice and information they’re exposed to and marketers’ relentless efforts to “engage” with them). When it comes to interacting with your customers, more doesn’t mean better.
Appeal to your customers with simplicity. Simply make it simple for them work with you or purchase your product or services. The ease your customers experience when visiting your website for your products or services will keep them coming back for more.
Do you know what your customers really want? Are you struggling to market your business with simplicity? Call Rockin’ Robin Virtual Assistance today for a free 15-minute consultation. Find out how you can reach your customers effectively and simply. Call (307) 631-1867 or write email@example.com.