‘Customer is king’ is a business principle that has been spoken about since the 1990s. Peter Drucker, the ultimate guru of management, once asserted, “the purpose of a business is to create and keep a customer.”
That makes sense: for every brand, irrespective of sector or size, winning customers for life is all about understanding and offering solutions to fulfill their needs.
However, many brands often see customers as mobile-enabled, tech-savvy data sifters who pounce on whichever best deal they come across first on the internet. What they forget is that their customers are human too.
This misconstrued thinking compels the brands to push sales aggressively, i.e., ramp up their messaging across mediums, hoping that the more information they provide, the better their chances are of holding on to the spoiled-for-choice customers.
However, the approach only overwhelms their target audience. A strong emotional connection with a brand translates into higher spending, longer tenures, and a greater share of wallet for the customers.
Therefore, as a business owner, you must go beyond the sales journey and offer genuine value to acquire a lifetime customer.
So, if you are struggling to win customers, then connect with them emotionally in five ways:
Via https://newsapi.org online business online marketing online business opportunities 1. Leverage the power of email marketing
Acquiring a new customer is more expensive than retaining one. 82% of businesses agree on that. Therefore, stay in touch with customers so that they remember your brand, and continue buying from you.
i. The welcome email
Such types of emails, on average, generate 320% more revenues per email as compared to promotional emails. Much like a firm handshake, your welcome email is the first step towards forming a positive first impression – a lifelong relationship.
ii. The follow-up email
The purpose of this email is to encourage customers to shop again. After they have bought something from you, recommend additional products, i.e., cross-sell and upsell, and give them a full product experience.
For example, if someone bought a new laptop from your online store, recommend a laptop sleeve or cover to safeguard their new buy.
iii. The special occasion emails
Send an email to your customers on special occasions, such as birthdays, anniversaries, and other milestones, if you can get that information without being intrusive. Besides wishing, send them a birthday voucher of an amount of your choice. Trust me – everyone loves freebies.
iv. The thank-you email
A simple “thank you” can do wonders when it comes to retaining your customers. After all – they are the reason your business is alive. Therefore, thank them for buying and supporting your business. Don’t add CTAs or write the email with a hidden agenda. Just say thanks!
v. The win-back email
Customers have a short attention span, and they disengage with brands for one reason or another. They lose interest, forget your business even exists, or worse, switch to your competitor – whatever it is, you can get them back on your side with a “win-back” email.
Share an update about your business or give them a voucher to shop from you. Think of interesting ways to “re-engage” them.
A mere 2% increase in customer retention can lower costs by as much as 10%; keep your customers hooked on email.
vi. The cart abandonment email
If you run an eCommerce business, you will agree that cart abandonment is a nuisance. The typical industry rate for online retailers varies between 60% and 80%, with an average of 67.91%. To be honest, that’s scary.
However, sometimes, all the customers need is a little nudge from your end to return to the cart and complete their purchase. Don’t let the link break if they bounce off your online store; send them a reminder email instead.
Via https://newsapi.org online business online marketing online business opportunities 2. Ensure your website creates ample value
According to Accenture, 57% of customers spend more on brands that always offer them something of value. Therefore, don’t push the “sell” message. Your customers must feel like they gain something from being on your site.
As a marketer, I always turn to CoSchedule for their brilliant content and social media calendars. I also find their blogs interesting; they are well-researched and insightful. But what I like most about CoSchedule is the fact they don’t aggressively sell their products.
Instead, they nurture their potential customers, empower them with the latest industry trends with their excellent content – whether it is checklists, eBooks, or ready-to-use templates. Therefore, give them something that they value as soon as they land on your website.
Alternatively, add value to your product or service by improving its packaging or design. You can increase its value by simplifying its method of use. Apple disrupted the computer technology by making the devices easy-to-use for the non-tech-savvy person.
Even if you don’t disrupt the industry, and take baby steps such as pushing your newsletter subscription by leveraging exit-intent technology, that’s good enough!
Via https://newsapi.org online business online marketing online business opportunities 3. Be human and interact like one
It doesn’t matter which industry you belong to or how fast you scale up; you should give a live chat service to your customers. After all, 73% of customers think customer service influences their brand loyalties. And what’s better than chat for expanding the loyal customer base?
Listed below are five steps for acing the platform:
i. Greet proactively
Absolutely! Don’t wait for the customer to message you first. As soon as you see a new website visitor, type “Hi!” or something like, “Hey there! Welcome to
If the website visitor is on a specific page, for example, pricing, begin the conversation with, “Hi. Do you have any specific queries regarding our pricing plans?”
If they are checking out the ‘footwear’ section on your eCommerce site, you can start with something like this: “Hey! We are currently selling earrings at a discount. Interested?”
Talking to a customer is not rocket science; all it requires is pro-action.
ii. Use emojis
Emojis can build an instant emotional connection with the customer faster. They give your brand identity and personality, and add warmth to a virtual conversation. For instance, you can use “😄” for “Hello!” or “😲” for “Oh no!”
Since emojis help amplify emotion and feelings, they can help convey authentic service to your customers and show that you genuinely care about them. The below table by Call Centre Helper has fantastic examples:
iii. Use a real profile photo
A real profile photo is definitely worth a thousand words on live chat. And that can boost the engagement on the channel by 12%. Get professional photos of your customer care staff. The right lighting, posture, and expression can do wonders for your brand.
iv. Address customers directly
When you begin a conversation, ask for their names. It is important. No one likes to associate with a brand that has an impersonal approach with their customers. It’s as simple as that.
v. Be humble
Humility goes a long way in business. Even if a customer is wrong, impolite, aggressive – you should always be respectful. If a customer is angry, apologize but assure them that you will offer them a solution they can’t refuse. You have to give them hope.
Via https://newsapi.org online business online marketing online business opportunities 4. Storytelling always does wonders
Put yourself in the customer’s shoes, and tell your story in a way that they can understand. Building empathy through an original story will win the customer for life. Make sure you have a great “About US” Page, which narrates the true story of your business and expresses the hard work and dedication you have put through to reach this far.
Yellow Leaf Hammocks, a sustainable Eco-Luxury hammocks seller, is a company with a soul. Their About Us page talks about how the hand-woven hammocks empower the Thai artisan weavers and their families.
Instead of big chunks of text, the online company breaks down different aspects of the story into small sections, combined with simple words and easily digestible graphics.
They are clear about how they stand out.
“DO GOOD. RELAX.” is how their page reads. And then: “NOT A CHARITY, AN EMPOWERING COMMUNITY TRANSFORMATION” – puts emphasis on the women who weave the hammocks by hand. Powerful!
Pages like these attract customers and build trustworthiness as well. What’s the story behind your business?
Via https://newsapi.org online business online marketing online business opportunities 5. Delight your customer
Delighting a customer is the best way to win them for life. A great way to do that is when they first see your product. Unexpected little surprises in the packaging work wonders. You will win the customer for life by including a thoughtful message or a small gift with their purchase.
Fizzy Goblet, an online store that sells hand-crafted footwear, does a fabulous job here. Their customers receive their shoes in a beautiful box, that includes a sweet message like “put your hair up and foot down,” with a scrunchie! That would make you smile for sure.
Over to you
It would help if you always took the time to listen to your customers. Leave your intentions at the door, and have an open mind. Yes, that may sound harsh, but if you want your customers to associate with you for life, you have to be willing to listen to what is working (and isn’t) working for them.
Asavari is a B2B content strategist who believes in compelling storytelling. She loves creating digital campaigns and writing creative, shareable content. So far, she has written for MarketingProfs, E27.co, Thrive Global, SmallBizDaily, The Times Group, and The Indian Express, among others, and has helped 60+ clients boost their online visibility.… View full profile ›