The fourth heading we looking at in this post series, deals with retention strategy. The motivation behind a good retention strategy, will provide your visitors with enough feasible reason to return to your site.
Getting the visitors, we dealt with in the last 3 posts, you can find them here:
- Proposition Strategy –The strategy behind a car with a story.
- Acquisition Strategy –How to make it possible for people to find you.
- Conversion Strategy – Converting visitors to customers
Setting up a good retention strategy can be quite tricky, the best place to start will be to look at what you have. Your website if set up correctly will be able to provide you with a host of options. These are things your business can do easily using your website and not really by using social media only.
Let’s take a look at these:
- Technical support
Something to keep in mind
When planing your retention strategy, you want to avoid “plug-in” type of feeling. This is a little bit tricky, but let’s look at it from another side. People, your visitors, the ones you are trying to build a relationship with – have a highly tuned, intuition when it comes to “genuineness”.
Everyone is a pro shopper and pick up on things, faster than you might think. The moment you present something in a fashion, that even to the slightest degree hints, that your proposition is for the purpose of making money and not what they came for you lose them- fast.
Simple: if you going to offer after sales services, you have to really want to do it, and your proposition strategy needs to reflect that 100%.
A good example where one can use this, will be in a situation where you sell a very technical product. Not only software or on-line services type of tech-support but more like musical instruments. So, Jo’s guitar shop really want to attract more people to his site, and because he is desperate for cash he sets up a paid technical online service.
What Jo’s doesn’t realize is the Vern’s music paradise shop around the corner has a free once a month online video show. In this show Vern talks about changing string and what does pick-ups do or how to fix a broken neck. Free, any one can at any time, find the help they need by the show topic and watch the steps in video.
How many people will pay for Jo’s advice?
That should give you an idea of what to avoid.
If you do not have any experience with promotions, you will most likely think: Ah, getting people is easy, I just run a couple of promotions and specials and give a few things away! and BANG returning clients. You will most likely get a big surprise when it comes to the giving things away part.
This is a bit like having a pool in summer. People only do promotions as long as the promotions last. That’s a problem, stop giving away things and your clients vanish.
But everyone does it? Yes, bigger companies can easily do this, simply because the do not cut profits, but firs work out that when the create a promotion, it will bring in more money that their current methods. They have the ability to sustain promotions for an indefinite time – basically making the promotion permanent.
If you have a smaller business, you can still plan this and use promotions, but you need to know that if you do not work it into your whole business model on a permanent basis, you will only lose out on the deal and gain nothing.
keeping it short
In conclusion to all of this, you can only gain by putting a plan in place that actively works towards retaining customers and bringing them back, if it is to your website or feet in your shop.
And, if you like to get some assistance on getting a retention strategy for your business, feel free to send me an email.