Engage your customers with free information

Last Updated: November 30, 2012By Chintan BharwadaTags: customer engagement, word of mouth

You might be thinking as how do I engage my customers on a regular basis. Well, engaging and getting them to be interested in your company product range can only be done if you soft sell your company. One of the ways to do this is to offer a free report on things like market trends, industry news, etc.

This not only applies to big companies, but small businesses can also do this with ease. I believe all business can offer a report or article demonstrating how to choose something: a vacuum cleaner, a lawyer, a courier company, a wedding planner.

One of the ways to produce a report is to get yourself interviewed. Please make sure you record the inerview and then get someone like a copywriter to transcribe it. Your copywriter can then edit the piece and make sure you have put all the relevant information in the right format and order. What you should be doing is to understand your target market and move away from “buy from me” mentality. The right way to do things is to educate your target audience about your your industry and trends. This will ensure that you are looked upon as an expert in your field. It might take 3-6 months to see the results, but after that your target audience will start calling on you for advice.

Educating by offering free information will build trust. What you can do is mention your product and services after you have engaged with them.

Chintan Bharwada

Chintan is the Founder and Editor of Loyalty & Customers.

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To achieve better sales and profits, most companies could be doing more to cultivate business from their existing customers. However, enthusiasm for customer-retaining strategies must not endanger sound customer-getting efforts. How companies balance the two is the big question. To intensify reaching old customers while still seeking new ones, for many firms, will mean changes in market analysis, planning systems, management incentives, and marketing and/or operations organization. In the rush toward growth, consumer marketers have tended to regard success as stemming from obtaining new customers while unwittingly minimizing the importance of satisfying old ones. It is time for more companies to distinguish between their getting and retaining functions, to assess the balance between them, and to remedy any deficiencies in customer retention. This process requires management to value the potential of current customers and to treat them in special ways to get them to keep coming back. Several major elements should be part of the new marketing mix for customer retention: Product extras Keeping customers frequently requires giving them more than the basic product that initially attracted them. Product extras for individual customers over time can play a sales-expansive role. Reinforcing promotions Product promotion works better when aimed at existing customers. If a marketer knows who these customers are, benefits can be obtained by giving them reinforcing communications. Sales force connections The sales force can play a decisive role in the customer-retention function. At a retail or service counter the salesperson is the focal point of the company's strategy and is the firm to the customer. Post-purchase communication A company must anticipate that some customers will encounter either minor or serious problems after purchasing. If the firm is not ready to hear and correct these difficulties, the customer may not repurchase or may cancel the the relationship. Whether company or customer is at fault, standby post-purchase activities can be instrumental in saving these customers.

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