It’s so easy in the beginning. Flushed with happiness at finding you, customers gush to their friends, read everything you post, follow your social media attentively, even add their own comments. You shower them with attention and information, make sure they’re happy. The spark burns bright.
And then, life happens. They get used to you. Sporadically look into your content. Don’t talk about you as much. Gradually your content gets a little more general. You may not engage as often. They just don’t feel special anymore, and let’s be honest, you’re not really making a big effort, are you? I mean, you’re focused on the newest conquest, and, well your customer knows that. It’s this point that they might start looking around, see what else is out there.
It happens to the best of relationships. But it doesn’t have to be that way. I’m going to put on my Dear Abby hat and help you reignite the passion in your relationship with your customers. (In a strictly platonic way, I promise.)
Introduce a Loyalty Program
What better way to keep customers enamored of you than to reward them for their love and affection (and purse strings)? A well-thought-out loyalty program is a great way to keep customers coming to you instead of looking for something new. But make sure it truly rewards loyalty. I hate loyalty programs that routinely have offers or promotions that are worse than their regular sales.
Launch a Re-engagement Campaign
If your customers haven’t purchased from you in a while or you haven’t checked in on them in a while, a re-engagement campaign can put the spark back into the dying embers of your relationship. It can be as little as a, “Hey, you haven’t been around. Here’s 20% off.” Or up the pep with a contest that invites customers to tell you their story.
Make Sure You’re Still Interesting
Everyone gets in a rut sometimes. You put your comfy content pants on and put things on autopilot. If your customers aren’t engaging with you as much, it might be time to refresh your content strategy and find some new things to write about – go multi-channel on them. Create an infographic. Develop a series that keeps people coming back for the next part. Go fish around your social media to see what people are talking about, and create content in response.
Every relationship has its ups and downs—just don’t let that be the status quo or you’re going to lose people. Whatever you do to reignite the passion between you and your customers, just do something. Make an effort, and they’ll love you for it.
Meet Justin Gray
Justin is a serial entrepreneur and the CEO and founder of LeadMD, the world’s largest revenue operations agency having implemented over half of the Marketo user base. Justin has made a career of launching successful companies and scaling them, with successful exits of over 200MM+ in the last decade. Justin’s latest endeavor launched in 2016 when he co-founded Six Bricks an online learning startup designed to combat employee and customer churn through experience-based education. Over the past 10 years, Justin has emerged as a strong voice for entrepreneurship, marketing and culture. As a recognized speaker, Justin has been published over 350 times in industry publications and holds his own column, Tribal Knowledge in Inc., while writing for Entrepreneur, Tech Crunch and others. Justin and his wife Jennifer met over marketing and three years later welcomed their son, Grayson, into the world in April of 2017.