COMMUNICATION IS KING: 6 WAYS TO BETTER REACH YOUR CONSUMERS
47% of customers would take their business to a competitor within a day of experiencing poor customer service/communication (24/7). The estimated cost of customers switching due to poor service is $1.6 trillion per year (Accenture). Successful marketing communication, whether for the holidays or beyond, is about reaching the right people, at the right time, via the right channel. Using technology, a business can create a database of consumers’ habits, needs, and wants, etc. While this is important, the business then needs an effective way to contact and respond to these customers throughout the year.
Here are 6 ways to make sure your customers are listening to your message.
1. Segment your subscriber list.
So you’ve got a list of subscribers/consumers, what do you do now? Separating them into demographics and certain behaviours will allow you to deliver targeted messages that are relevant. Segmented groups include gender, age, location, and purchase habits.
2. Retarget & Re-engage
With so many companies bombarding consumers during the holiday season, it can be easy for people to get distracted. Make sure to reach out and re-engage consumers who may have slipped away from your site with a full cart but without a purchase. A consumer who doesn’t follow through with payment and purchase isn’t necessarily uninterested in buying from your business, they just need a little push! Get in touch with these shoppers my emailing them a little reminder, or by offering them a discount or loyalty card. Use the information you’ve gleamed from previous history (see #1) to make sure they know you care.
3. Reward Loyal Shoppers With Extra Incentives
Your best and most loyal customers should be treated like the VIPs that they are, and the holiday season is the perfect time to prove to them that you value their business. Not only will it allow them to better plan their own holiday shopping, but it will bring more sales to your store and benefit your bottom line. A branded loyalty / incentive card is a great gift to keep them coming back in the new year and beyond. It lets them spend what they want, when they want, where they want, and your logo on the front will be a great reminder that your company made it all possible. A key benefit is the ability to track your clients’ general purchasing habits. With loyalty and track-ability comes data. Data is key to the personalization of products, services, and offerings that are tailored for your customer base. For best results, customize your campaigns based on past interactions with your customers. With ongoing rewards and payments via their reloadable cards, customer interaction increases, making the cards a great marketing tool.
4. Just Like Television, The More Channels The Better
The ability to get in touch with your consumer base via more than one channel is a big one. Think of all the ways you can spread your company message: Blog Posts, Emails, Newsletters, Posts on Facebook, Twitter, and LinkedIn. The more channels and avenues you can cover, the better. Make sure all of these link back to your website to create a full circle support system. Also, make sure that your interactions are meaningful. Be entertaining and informative. Include special promotions or offers. Growing your brand via omnichannel marketing will generate sales through referrals and word-of-mouth advertising. Personalize and humanize the messages whenever possible. Which leads us to our next point…5. Make It Personal
Feeling like a human–and not just another number on a spreadsheet–can go a long way. Send out personalized seasons greetings and leverage the holiday spirit into forging a long-lasting relationship with consumers. 56% of consumers said receiving a personalized incentive would improve consideration of the brand. Offering personalized sales based on purchasing habits or a loyalty program card is a great way to increase visibility, word-of-mouth-advertising, and retention.
6. Touch base with subscribers who haven’t purchased yet.
Every subscriber list is going to have a few people on it who haven’t made a purchase yet for whatever reason. What better time to reach out and remind them that you’re out there than right before the holiday shopping season? With non-purchasing subscribers, you naturally won’t have data on previous purchases to draw from when choosing your product recommendations. For that reason, you’ll probably have more luck recommending bestsellers and popular items based on their demographics.