One of the best ways to ensure customer loyalty and gain new customers is to ‘do unto others.’ People respect companies that support their local communities. It shows that an organization, big or small, is comprised of people that have a vested interest in the areas where they do business – and the people who live in those areas.
Whether you are helping clean up a park, working at a local food bank, or reading to school children, doing your part to help the people who support your business not only helps them, it helps you as well.
According to a study by Harvard Law School, companies who engage in corporate social responsibility can be seen as providing value to customers on a number of different levels. This increase value proposition leads to more loyal customers. Even customers who are willing to evangelize on a company’s behalf.
Don’t know where to start? Small local business are in a unique position to have a positive impact on their communities.
Partner with local schools. Schools are always in need, whether it be for supplies or your time. Does your business sell something that a local school could use? Could they use volunteers to help with activities like reading to students or organizing events? Do your employees have expertise in a particular area that would be interesting or useful to students?
Partner with community organizations. Whether it is a food bank or a beautification project, organizations are often made up of volunteers and are often in need of help. They also often need money. You could offer to underwrite or host a fundraising event.
Sponsor a local team. Find a local youth sports team that is in need of a sponsor. By providing funding to these teams, the burden is lifted from parents who often have to pay for things like uniforms, snacks and travel. (And those parents will thank you.)
Organize a drive. Partner with a local organization who is in need of items (clothes, food, supplies) and have a competition among your employees to see who can bring in the most items.
By participating in community outreach activities and allowing your employees the time to volunteer, you also have the added benefit of more engaged and loyal employees. Many companies have a ‘Day of Caring’ in which they either plan an entire day of community activities or allow their employees a day to participate in their favorite community outreach.
Do you have a unique community outreach program? Share with us in the comments or on social media.
When it comes to customer loyalty programs, there are two schools of thought. The first is that providing enticements to customers should not be necessary and is a cost without great reward for the company. The second is that offering rewards to your customers is just good business and inspires, well….loyalty.
Over the past few years, rewards program companies have cropped up. Some are better than others. Some understand the nature of customer loyalty and some are just going through the motions. If you will be looking to start a customer loyalty, be sure to do your research before choosing a vendor. Once you start, you are stuck with what you purchased unless you want to give your customers whiplash and degrade customer loyalty.
So should you employ this type of customer engagement? That depends. You first need to ask yourself some questions:
Are you customers repeat customers? If you sell something that people don’t buy very often, having a customer loyalty program probably won’t change that.
What reward could you offer that will get your customers to come back? If you own a restaurant with a very high price point, getting a $5 credit after 5 visits is not most likely going to be a reason to come back.
Can you use a loyalty program to encourage customer referrals? These types of programs aren’t just to bring current customers back, but can be used to garner new customers as well.
Do you have a customer loyalty program? How is it going? Have you had growing pains? Let us know about in the comments or on social media!
It’s a new year and for many people that means a fresh start. That could mean resolving to lose weight (we’ve all been there, right?) or stopping a bad habit. That is great for individuals, but what about for your business? There is no better time to plan a fresh start that could help you grow your business in 2017 and beyond. But for many small business owners, they don’t think about the new year as a fresh business start.
What is your excuse for not making this time a fresh start for your business?
Don’t have the time?
Make time before it is too late.
Don’t know how to make the change?
Find someone who does know how.
Afraid to fail?
You can’t succeed if you don’t try.
Progress does not happen without change.
Don’t have the resources?
Get creative…where there is a will, there is a way!
Don’t let excuses get in the way of a successful 2017.
There has been a major shift in marketing in the last several years from ‘selling’ to ‘telling’. Consumers have become more savvy and are no longer keen to traditional marketing tactics. One of the ways to reach your customers is to be real…authentic. How do you do it?
Leave your body. Figuratively, at least. You are the subject matter expert for your business, but that is not always a good thing when you are trying to create content for non-subject matter experts. You need to avoid using technical or industry jargon. If you need to, have someone that you trust who does not work in your industry read your content before you post it.
Don’t stock up. When creating visuals, try to use ‘real’ photography instead of stock images. If you are a restaurant, hire a photographer to take some nice photos of your food. If you have a storefront, use photos from your actual store of your actual products. Use real people in your photos (make sure to get consent). Take photos and videos of your staff enjoying themselves or talking about your business or products.
Don’t do it. Let me clarify…don’t do it yourself. Give creative license to your business’ advocates, your loyal employees and customers. That is the most authentic content you can find. It gives them a sense of ownership and a bit of the spotlight.
Tell a story. People do not want to be sold to. They want to be given all of the information they need to make a decision on their timeline in their own way. Weave your story and sprinkle in information about your product or service. People respond better if they hear a story rather than a sales pitch.
Be human. This is probably the hardest thing for business owners and marketers to do (ironically!). Write like a person, not like a business. It brings a sense of personal touch to your content.
If you are going to change to a more authentic approach, do it slowly so you don’t throw your followers for a loop. Find the ‘voice’ that works best for your business by testing different phrases, words and imagery.
One of the newest tools to invade digital marketing is bots. The platform that is making the most use this new tool is Facebook with their Messenger mobile app.
Haven’t heard of bots? Bots are a type of algorithm that are powered by AI (artificial intelligence). Developers can create bots to perform any number of tasks – from quizzes to news feeds to placing orders and more. They can be used as assistants to send you the latest weather or remind you to take the trash out every week.
Want to play around with some? Open your Facebook Messenger app and click in the Search bar. Under your most recent People contacts, you will see suggested bots (note, these are not ALL the bots – Facebook now has more than 11,000!).
Check out the Emoji News app and get the last news presented with emojis.
Or play hangman against a bot with the Hangman bot.
Check out your favorite sports league with the NFL, NBA or MLB bots. You name it, there is probably a bot for it.
So what does this mean for you and your business? Does your research show that your customers are mobile-first? Do you normally perform routine tasks with those customers? Perhaps a bot could be a way for you to interact with them in a new way. You should examine if this new tool should be added to your digital marketing toolbox.
Anybody these days can design a website using tools that are freely available. But do you really want your nephew David creating your website? The website for your business that you pour your heart and soul into? I think the answer is No. Before you decide on a web design firm here are some questions that you should ask during the interview process:
What is your process that you use to develop a website?
What platforms do you build websites on?
What are your security protocols?
What is the experience of the team that will working on my site?
What is your pricing structure?
You should also ask for references and client names. Look up their work and see if they produce sites with variety; if they have done work for companies similar to yours and if they create dynamic sites. Don’t limit yourself to a design firm that can do a website for a low cost. The saying ‘you get what you pay for’ applies to building your website. Determine the value you will get versus what your budget will allow.
According to Forbes1, the most valuable brands in the world are:
Are there any that you don’t recognize? I doubt it. What makes these brands so valuable? There are a number of variables that go into strong brands.
Consistency – No matter whether you are looking at a product package, their social media account or a television ad, these brands will have a similar look and feel across platforms. That is why you recognize the logos above – you have seen them over and over again.
Purpose – Every good brand has a purpose. And that purpose often evokes emotion. This is often manifested through their mission and vision. It is the reason they exist (other than to make money). For example, Google’s mission is “to organize the world’s information and make it universally accessible and useful.”2
Loyalty – Every one of the brands above has loyal customers. Customers that would not buy from a competitor. Just look at the loyalists that choose Android over Apple or vice versa. And increasingly, companies (particularly tech companies) are finding ways to make their products even more a part of your lives (think cars powered by Apple or Android).