When marketing your brand it is often the simple actions you take that can make a big difference with your customers.
Heather Smith who is releasing a new book soon called Learn Myob in 7 Days sent me an email about a company she bought product from as a suggested topic for a blog post.
The product was a lip balm and apparently the best she has used.
The only problem was the company didn’t take any marketing action to develop the relationship, from the time of purchase, through to delivery and post purchase.
- The pack arrived looking like pharmaceutical products
- No letter, email or thank you for your purchase included
- No follow up to develop the relationship
- It was left to Heather to contact them or the website to repurchase or buy other products
As Heather mentioned there was a big wasted opportunity and she is right.
Now this may be obvious to many of you, however there were some simple fundamentals that were missed.
Before you worry about marketing tactics to action, it is important to make sure the customer has the best experience when they buy from you. After all how much time or money was put into getting them as a customers.
Map out the customer experience
It of course starts when they first buy your product or service. Actually it starts back from here but I will just look at after they have decided to buy for this post.
Look at each part of the process, such as when they have bought, during delivery and after delivery. Map out how you can strengthen and build the relationship at each step. If necessary ask someone to help you as you can get too close and their ideas can often be something you would not have thought of.
The main thing is to ensure you take steps to keep your customers buying your products or services.
Decide on what you will do
Taking the example from Heather’s experience, a simple letter included in the package with a free sample is a way to not only say thanks but introduce relevant products. This can also be done via email and just tell them that you gave included the sample.
For a service as often is the case you develop closeness to the customer as you work through the project. Take this opportunity for example to introduce your newsletter, especially if there is an article that would interest them.
You have the big opportunity during this time when customers have bought and it is a shame if you do not make the most of it.
What tips can you share that have worked for you to build these new relationships?
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