Using WordPress to Hang Onto Your Customers
So many companies only focus on signing new customers. They offer special rates and sign-up discounts or spend thousands on marketing. However, the real profit comes from customer retention. Why pay more money to focus on new clients when you already have a customer base.
Let’s look at it this way. Is it easier to ask a friend out to lunch or grab someone off the street? Obviously, you have a better chance of bringing your friend. Customers are no different. You have a much better chance of making a sale to someone you already know than qualifying a new lead.
This customer retention strategy is more important for businesses with a subscription-based product. You are far better off renewing subscriptions than going through the sales process with someone new.
Think of the work going into new clients. You have to market the product, generate leads, move through a sales funnel, and negotiate the sale. Each step costs time and money. Retaining current clients costs much less, and the more effort you put into retention, the more likely you are to gain referral business.
Fortunately, there are several ways to focus on customer retention without sacrificing your efforts to sign new customers.
First and foremost, sell an excellent product. A good salesperson can sell almost anything, but if the product is sub-par, customers jump to another company with a better offering. Selling a premier product builds trust with your brand. Loyalty is incredibly powerful for businesses. It’s what keeps customers with you even if there’s a cheaper option.
Part of building loyalty is creating a relationship with your customers. Coupons and occasional discounts go a long way to remind your client base you care about their business. Newsletters and updates let them know what you’re up to and what they can expect in the future.
Newsletters and coupons can only go so far, no matter how good your relationship is with your customers, they have to be happy with the product.
Customer service is how your clients stay happy. Provide excellent service, and your clientele will remain content and loyal. Think of all the times you’ve been frustrated with a product, so you call or email the business for help, and no one answers. Poor service is one of the top reasons customers leave. Hopefully, your customers aren’t calling in too often to complain, but if they do, have an effective system in place to handle issues.
Customer service is more than just reacting to issues, however. Businesses who can be proactive with their customers tend to build more loyalty and create more long-lasting relationships. Rather than waiting on a problem to come up, companies can reach out and offer new products and services at a personal level.
Excellent service starts with taking the time to put a plan in place and find the right people to work with your customers. Strategies on proactive customer service include things like personal phone calls or weekly newsletters. Luckily, these strategies can be automated, so you get to set up shop and go back to progressing your business.
Use WordPress to Help
As with most things WordPress related, there are plugins and integrations to help with retention strategies. Plugins like WP Subscribe help you build an email list of customers, and Shareaholic helps your social media reach. Using a professional WordPress solution firm assists you with which plugins will work best and how to include other helpful features.
We discussed the importance of an email list earlier. Newsletters and digital coupons are integral to showing your customers you’re active and care about their business. Developers offer dozens of plugins designed to generate an email base. Pop-ups, account creation, and incentives (e-books, coupons, etc.) are the most common ways businesses grab customer information. The next problem is how to use that information.
You can create your own system for distributing emails to your customers, but companies like MailChimp and Constant Contact make it much more manageable. You can create custom emails, generate drip campaigns for sales, and queue several emails to go out at set dates.
Managed WordPress solution firms like Shamrck help integrate your email service accounts with your WordPress website. This seamless integration means you have all of your email distribution resources under one roof.
Another fantastic tool for automating your email distribution is through Zapier. Zapier is a business automation tool that creates workflows to help you be as hands-off as possible. With Zapier, you can integrate your sales tools with your email services. Then when you make a sale, Zapier will automatically trigger a workflow that sends your customer an instant “thank you” email. This quick response shows an immediate attempt to build a relationship with that customer.
Relationship = Retention
From building loyalty to providing customer service to utilizing technical tools, retention requires hard work. Retention strategies come in many different shapes, and each business needs a different plan. You know your business better than anyone, so figure out how best to build your relationships. Do your customers expect a friendly, personal phone call? Does your enterprise rely on online communication to touch as many customers as possible? What strategy makes the most financial sense for you (keep labor costs in mind!)?
There is no single, right answer, but you can get some help. A significant part of utilizing a managed WordPress solution product is creating a strategy for generating contact lists and reaching your current customers. Their professional expertise helps to map out strategies that work in your industry, and as a team, they can build your solution for you.
Building relationships with your customers is crucial to your company’s success, but it doesn’t have to be a full-time job. Understand the strategies and tools in front of you, so you can become more productive without sacrificing your need to generate new customers.
We’d love to talk to you more about how managed WordPress solutions include custom retention plans for your business. Reach out today for a consultation, and we can see if we’re the right fit.
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