Envisioning Success

Build Customer Loyalty-Utilizing Your Website – Part II

Posted by Chris Shockley under Marketing, Web Design

Review

You’ll remember last time we covered a couple basic uses of your website and one slightly more advanced one (specials and coupons). We even talked about creating a way for your customers to get even more special offers by opting in to receive your marketing materials.

Take it further

Along with have specials or coupons, you have something that might be even more valuable to your customers: Your expertize.

You may not feel like an expert, and I can totally relate, but have you ever been talking with someone about your industry, business, interests and found that you knew far more than they did? That is what I am talking about. Don’t assume that expert means that you know everything there is to know about a subject. The fact that you know more than your customers can and should be exploited.

Don’t take that the wrong way, I’m simply saying that your customers will benefit from what you know as much as what you offer (product/service). Use this fact as a way to develop your relationship with your customer a little bit further.

You can offer “legal bribes” that will provide free information to your website visitors and will provide you with their name and email and you’ll know that they accessed the information. Now you can follow up with them  because you have a nice reason to. Send them an email is a few days asking if they got what they needed, had any questions or how about a second download of similar or related information? Any fusion marketing opportunities for you? (Fusion marketing would be other companies that offer complimentary services to yours so you can share them with your customers for added value).

So, what is this legal bribe anyway?

Well, that all depends upon what you do and how you do it. I can throw out a few ideas just so that you can see what I’m talking about, but you’ll need to figure out how it might apply to your business. As always, feel free to contact me. I love helping business owners generate ideas.

E.g.,

• 10 things to prepare for winter (works for cars, house, wardrobe or skin/beauty)
• 5 mistakes you’re making with your marketing (or whatever)
• Recipe of the month

You see, they are simple and may seem simplistic, but to your customers it might be the perfect fix to satisfy their addiction.

Take it easy

Also, break things down so that they can be offered over time. This helps you in not having to scramble for content ideas but it also helps your customer because then they aren’t overwhelmed with choices. Take a list of 20 things and make 4 lists of 5 things. Or only offer one idea a month and just be a little more thorough with your presentation, offering a fuller explanation.

In doing this, you will become a resource for your customers. They will look to you as a place to get answers. And when it comes time for them to buy, they’ll already know you, so you stand a better chance of making the sale. Of course if you offer special discounts to customers who have registered, you’re kind of priming the pump. While you should be mindful, keep in mind that giving a coupon/discount is not losing profit margin it is buying business. You aren’t marketing hoping to win business, you are buying business directly only paying (with a little profit margin) for those that act (buy from you).

Looking ahead

In Part III we’ll show how you can involve/engage your customers to create an even stronger bond with you. I can’t wait.