Relationship marketing, (which includes customer service, the customer experience, and customer retention) is my favorite business topic to write and teach on, followed by social media marketing and other areas of online marketing. They all work together to support each other. Whether you are an internet marketer or in any other niche with an online presence, you can use your website for client attraction and retention.
Social media, article marketing, and blogging are some of the tools you can use to attract clients but you can’t stop there. You must nurture the relationship so that they move from ‘suspects’ to ‘prospects’ to clients and customers. Nurturing can be done with email campaigns, telephone calls, post-cards, and in-person appointments. The key is follow-up, and implementation of other client retention strategies.
The Beginning: Client Attraction
Before you can practice client retention strategies, however, you must first attract clients to your business. That can often be very challenging. How do you stand out so that the people who need to hear your message can do so? How do you find your ideal clients, and how do they find you? One way you can use to attract your ideal clients or customers is your website.
We all know by now that having a beautiful, customer-friendly website is an asset, but in itself it’s just that: a beautiful customer-friendly website. “Build it and they will come” is only in the movies; not so in your business, and especially your online business.
In order for your website to move prospects and turn them into customers and clients, the following need to happen:
- Use various online and offline methods to drive people to your website (called traffic in the online world). As mentioned above, social media, guest blogging, submitting articles to article directories and including a link back to your website, post-card mailing, in-person networking, virtual networking, teleseminars and/or webinars, are some of the most popular ways you can use to get visitors to your website.
- Make sure your website is optimized and user-friendly, that is, easy to navigate.
- A mobile-friendly website is no longer an option. As of 2015, worldwide mobile phone internet user penetration was 52.7 percent. In 2017, figures suggest that more than 63.4 percent of mobile phone users will access online content through their devices.
- Have a clear call to action on your home page so people don’t wonder what they need to do. This call to action may be an invitation for a complimentary strategy session or it may be to sign up for your free offer.
- Make it easy for them to access your good content on your blog where you write in a style that appeals to your readers and provide answers to questions and challenges they may have.
- If there are frequently asked questions in your industry, having a page for FAQ would make you stand out because you would immediately position yourself as a valuable resource and authority in your niche.
- People connect with people so having a photograph or photographs of yourself is important
- Have a separate Contact page so that if they want to ask a question they can easily do so.
It also means that your efforts on social media platforms should all lead back to your website. While you do not own any of those platforms, hopefully you own your website by having a self-hosted website with your own domain name.
Using your website for client attraction and retention means that you provide the space and the place for your visitors to be your guests and enjoy your hospitality. Why not take a few moments to see what, if any, improvements you may need to make to your website to make sure that the “Welcome” mat is lying at your ‘front door’?