1. Adapt to Your Customers.
The digital word is a dynamic ever-changing landscape and companies that resist trends and neglect innovation are headed for trouble. Take Toys 'R' Us for example, a once thriving company now in trouble after failing to keep up with customer trends and e-commerce. I remember seeing a big branch in Koblenz, Germany shutting down and can't help but wonder how this company spiraled into such a crisis.
A crucial aspect of digital marketing is monitoring industry trends and competition, as well as swiftly adapting to change. One example of changing trends is with the distribution of content. With more people using mobile phones, podcasting and video have become content marketing strategies not to be ignored. Instead of text-only blog posts, why not integrate multi-media like audio or Facebook LIVE video to reach new audiences and give your customers options to consume content?
2. Out of Sight Out of Mind?
Just because a sale has been made doesn't mean the customer's value diminishes. Many companies neglect to nurture past clients and have no after-sales customer care. If the client is not extremely satisfied, it can lead to buyers remorse or, in the future they'll consider your competitor and advise others to look at options instead of referring you. A customer is important, before, during and after the sale. Integrate a follow-up system to rate your customer's satisfaction, at least once after the sale. This can be via a survey, phone call, or a personal visit where appropriate.
One way to take aftersales to another level is with ongoing training, updates and community. Multimedia is perfect for this! Consider offering free training webinars with updates and/or upsells and community building sessions on Zoom. Exclusive members only podcasts are another way to add value to past clients and consumers. The podcasts can be free for members or be offered as an add-on upsell.
3. Appreciate Buyers and Earn Their Loyalty.
Despite studies proving it's easier to sell to an existing customer than acquire a new one, companies often focus more on getting new leads and prospects. Rewarding loyalty helps with customer retention. Companies can continue offering the same high-quality content that won a buyers trust. Reward offers can be priority customer support, membership sites with exclusive resources, lifetime upgrades, referral discounts and prizes. Rewards don't have to be monetary, sometimes being treated as an individual with genuine problems and not "just a number in the books" can be enough to earn customer loyalty.
Despite the data-driven marketing, consumers are real people with real needs. Focusing on the customer lifetime value is part of a good digital marketing strategy. Unlike traditional one-way marketing, digital marketing involves two-way communication with your customers. Companies that neglect their digital presence and the buyer's journey online are losing to their competitors using proven digital strategies.