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3 Ways to Drive a Stronger Bond with Customers
How to Maximize Communications During Challenging Times
Have you noticed your inboxes are filling up faster with promotions from businesses desperate to get your attention?
Just this morning I got hit with emails pushing jeans, outerwear, office supplies, and travel from the same group of companies that sent me similar communications last week. Even though I opted-in to all these mailing lists, I feel like these businesses are just shouting at me to get my business rather than delivering anything of value. My reaction, as a consumer, is to just tune out all the noise.
When the economy is down, the knee-jerk reaction for a lot of businesses is to turn up the frequency and volume of their customer communications. It seems like a simple solution to just email customers more often, hoping that something gets through to them. In fact that's the opposite of what you should do. In other words...
Resist the urge to overcommunicate!
Too much of a good thing is exactly that. Consumers are already stressed about paying for gas and groceries. Throwing everything you've got at them including the kitchen sink (even if you're shipping it for free) isn't going to be effective.
Instead of overcommunicating with customers, use the challenging economy as an opportunity to drive stronger bonds with them. How can you do that? Here are three creative ways.
1. Engage Your Audience in the Dialog
What are your customers thinking about when it comes to your products or services? Has the economy changed how they're thinking about your business? If so, how? What's on their minds?
Invite your customers to engage in a dialog with you through your email marketing newsletters. Write content that inspires your audience to talk back to you in a "Q&A" or "Stump the Experts" section. Ask readers to submit their questions or concerns and then publish your answers and opinions. When you feature a running dialog with customers, you demonstrate to your readers that you share their concerns and you're dealing with the pressures of the economy, too. It's timely, interesting, entertaining content that shows off your expertise. It also shows you care. You can't beat that kind of relationship building.
2. Co-Host an Event with Another Local Business
Whether you're a retail business with a Main Street shop, a professional service with an at-home office, or an entrepreneur with a web presence-teaming up with a related business is a great way to cross-promote among likely customers.
Think about what other businesses related to yours could benefit from exposure to your customers, and vice versa. Then invite yourself in to co-host a special event at their store, where you demonstrate your expertise to customers face-to-face. It's fun, it's free, and it's a great investment in customer-relationship building. And you're taking a complementary business along for the ride. Examples:
- A cooking store hosts a wine-shop expert for an in-store wine tasting and educational event, such as "How to Choose a Good Wine on a Frugal Gourmet's Budget."
- A financial planner holds an event at a bookstore to answer consumers' questions about the economy, savings, college tuition and retirement planning.
- A garden center teams up with a landscape architect who gives a tour pointing out the best plants and shrubs for different environments, speaking to both green thumbs and people who just like to get their handy dirty.
- A real-life example right out of my in-box; EVOO a restaurant in Somerville MA held their 11th Annual Employee Pumpkin Carving Contest and invited their customers to stop by the restaurant and vote on their favorite pumpkin.
Use your email marketing communications to publicize these in-store events. And be sure to have email signup sheets readily available to collect new addresses from your future customers.
There's nothing like face-to-face interaction to build strong customer relationships that will survive rough economic times. Consumers are also becoming more aware of social issues and their impact on the world around them. They want to give back however they can. Which brings us to the third recession-busting, relationship-building activity....
3. Do Good and Drive Business to Your Storefront
Team up with a charity like Toys for Tots or a local food kitchen where your storefront can be used as a drop-off location over the holidays. Use your email marketing communications to inform customers about your involvement with the charity of choice and invite them to join you in your support by dropping off donations at your store. You'll be doing something great for the community while you're also bringing foot traffic into your store.
Another way to Do Good...
Cares4Kids (TM) is Constant Contact's charitable program that helps our customers give back to their local communities. Constant Contact customers can nominate a non-profit organization with social or educational programs for children to receive a free Constant Contact account! Share the success you've found using our email marketing product with your favorite children's charities - Learn more!
In difficult economic times, your business survival depends on strong customer relationships. It's not how often you communicate with customers -- it's the richness and quality of those communications. Your goal is to be the strongest relationship that customer has in whatever it is that you do or sell. Because when they're making their decision to buy, you want them to pick you.
Do you have tips for marketing through the down economy? Please share them!
