How to attract - and keep - customers

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Presentation given to South West Brisbane Chamber of Commerce, 26 April 2012

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How to attract - and keep - customers

  1. 1. How  to  attract   -­‐  and  keep  -­‐   customerswww.melkettle.com.au @melkettleThursday, 26 April 2012
  2. 2. Doing what you have always done will no longer get you what you have always gotwww.melkettle.com.au @melkettleThursday, 26 April 2012
  3. 3. Tip  #1 Have  a  marketing  planwww.melkettle.com.au @melkettleThursday, 26 April 2012
  4. 4. 4 P’s of Marketingwww.melkettle.com.au @melkettleThursday, 26 April 2012
  5. 5. 4 P’s of Marketingwww.melkettle.com.au @melkettleThursday, 26 April 2012
  6. 6. 4 C’s of marketing and social media... 1. Customers 2. Content 3. Channel 4. Communitywww.melkettle.com.au @melkettleThursday, 26 April 2012
  7. 7. Customers • Customer is #1 • Know who they are! • Go where they go • Engage and converse with themwww.melkettle.com.au @melkettleThursday, 26 April 2012
  8. 8. Know your customerswww.melkettle.com.au @melkettleThursday, 26 April 2012
  9. 9. AND know what they wantwww.melkettle.com.au @melkettleThursday, 26 April 2012
  10. 10. Content • Content is king - words, video, photos • Provide information that is valuable to your customers • Be consistent with content • It’s not all white papers...www.melkettle.com.au @melkettleThursday, 26 April 2012
  11. 11. Channel • Which communication channels are right for you? Web, brochures, social media, advertising, events...? • Go where your customers go - know your target market • Facebook is not for everyone • Time and money considerationswww.melkettle.com.au @melkettleThursday, 26 April 2012
  12. 12. Community • Engage with customers • Encourage and provide tools for them to engage with each other • People WANT to interact • Customer generated content - for customers by customers in the way customers want to receive informationwww.melkettle.com.au @melkettleThursday, 26 April 2012
  13. 13. www.melkettle.com.au @melkettleThursday, 26 April 2012
  14. 14. www.melkettle.com.au @melkettleThursday, 26 April 2012
  15. 15. www.melkettle.com.au @melkettleThursday, 26 April 2012
  16. 16. www.melkettle.com.au @melkettleThursday, 26 April 2012
  17. 17. www.melkettle.com.au @melkettleThursday, 26 April 2012
  18. 18. www.melkettle.com.au @melkettleThursday, 26 April 2012
  19. 19. Measure what you do • Quality vs quantity • How often you engage • Number and nature of comments • Visits from links to your sites • Sales or new opportunities or other business benefits • Increased word of mouthwww.melkettle.com.au @melkettleThursday, 26 April 2012
  20. 20. Tip  #2 Use  your   networks   and  contactswww.melkettle.com.au @melkettleThursday, 26 April 2012
  21. 21. Networking  is  an  investment   in  your  futurewww.melkettle.com.au @melkettleThursday, 26 April 2012
  22. 22. Your database is one of the most important marketing tools you have.www.melkettle.com.au @melkettleThursday, 26 April 2012
  23. 23. The  average  person   knows  200  peoplewww.melkettle.com.au @melkettleThursday, 26 April 2012
  24. 24. Who   knows   YOU?www.melkettle.com.au @melkettleThursday, 26 April 2012
  25. 25. Partner  upwww.melkettle.com.au @melkettleThursday, 26 April 2012
  26. 26. Expand  your  circle  of   influencewww.melkettle.com.au @melkettleThursday, 26 April 2012
  27. 27. Networking  happens   ALL  THE  TIMEwww.melkettle.com.au @melkettleThursday, 26 April 2012
  28. 28. Build  your  network   now.  Before  you   need  it.  www.melkettle.com.au @melkettleThursday, 26 April 2012
  29. 29. Don’t  forget  your   current  clientswww.melkettle.com.au @melkettleThursday, 26 April 2012
  30. 30. Tip  #3 Word  of  mouthwww.melkettle.com.au @melkettleThursday, 26 April 2012
  31. 31. “By 2011 90% of your sales will come from word of mouth or digital promotion” Seth Godin, 2009www.melkettle.com.au @melkettleThursday, 26 April 2012
  32. 32. 78%  of  people  trust   peer   recommendationswww.melkettle.com.au @melkettleThursday, 26 April 2012
  33. 33. 14%   trust  advertisingwww.melkettle.com.au @melkettleThursday, 26 April 2012
  34. 34. Excel  at   customer  service... give  them  more   than  they  expectwww.melkettle.com.au @melkettleThursday, 26 April 2012
  35. 35. People  buy  on  emotion.  Not     logic.   Stop  selling.  www.melkettle.com.au @melkettleThursday, 26 April 2012
  36. 36. It  is  8-­‐10  times  more   expensive  to  gain  a  new   client  than  to  retain  a   current  client  www.melkettle.com.au @melkettleThursday, 26 April 2012
  37. 37. www.melkettle.com.au @melkettleThursday, 26 April 2012
  38. 38. Tip  #4 Engage  with  your   customers  using   social  mediawww.melkettle.com.au @melkettleThursday, 26 April 2012
  39. 39. www.melkettle.com.au @melkettleThursday, 26 April 2012
  40. 40. Social networks used by Small Business Twitter 78% Facebook 75% LinkedIn 30% Tumblr 11% Flickr 13% Wordpress 22% Blogger 10% 0% 20% 40% 60% 80% Source: www.prdaily.comwww.melkettle.com.au @melkettleThursday, 26 April 2012
  41. 41. Old communication was one-waywww.melkettle.com.au @melkettleThursday, 26 April 2012
  42. 42. Now communication is two-way And conversations are with manywww.melkettle.com.au @melkettleThursday, 26 April 2012
  43. 43. It’s no longer B2B. It’s no longer B2C. It’s now P2P. Person 2 Person.www.melkettle.com.au @melkettleThursday, 26 April 2012
  44. 44. www.melkettle.com.au @melkettleThursday, 26 April 2012
  45. 45. Socialnomics 2011www.melkettle.com.au @melkettleThursday, 26 April 2012
  46. 46. In Australia • 10.6 million on facebook • >1 million on LinkedIn • 1.9 million on twitter • 8 million bloggers • Facebook - 19.3% pages viewed in Sept 2010. Compared to 7.4% Google • Average user spent 28 minutes and 58 seconds on facebook • 77% watched video content in Oct 2010 - 26% on mobile • 36% access internet via mobile phone in 2010 • 9% use their mobile phone to purchase • 5% total retail sales online in 2010, increasing by 12% on 2009www.melkettle.com.au http://digitalmarketinglab.com.au @melkettleThursday, 26 April 2012
  47. 47. Not only for kids...www.melkettle.com.au @melkettleThursday, 26 April 2012
  48. 48. Brand facts • Facebook: 40% follow a brand. 51% of these will purchase brand • Twitter: 25% follow a brand, 67% will purchasewww.melkettle.com.au @melkettleThursday, 26 April 2012
  49. 49. www.melkettle.com.au @melkettleThursday, 26 April 2012
  50. 50. Use online channels to inspire offline behaviour change and ACTIONwww.melkettle.com.au @melkettleThursday, 26 April 2012
  51. 51. Mobile communicationwww.melkettle.com.au @melkettleThursday, 26 April 2012
  52. 52. Mobile phone is the greatest piece of persuasive technology of all time. Location-specific Contextual Timely Immediate www.melkettle.com.au @melkettleThursday, 26 April 2012
  53. 53. By 2012 As many connected mobile phones, as there are people. (PhoneCount)www.melkettle.com.au @melkettleThursday, 26 April 2012
  54. 54. Mobile • >250m facebook users access via mobile • Mobile facebook users are twice as active • 15 billion downloads from Apple’s App Store • Geotagging - FourSquare, Facebook Placeswww.melkettle.com.au @melkettleThursday, 26 April 2012
  55. 55. Teenagers prefer texting to talkingwww.melkettle.com.au @melkettleThursday, 26 April 2012
  56. 56. Source: http://blog.lab42.com/www.melkettle.com.au @melkettleThursday, 26 April 2012
  57. 57. Tip  #5 Say  thank  youwww.melkettle.com.au @melkettleThursday, 26 April 2012
  58. 58. • 2. Let others know you are listeningwww.melkettle.com.au @melkettleThursday, 26 April 2012
  59. 59. Thank  you.   @melkettle www.melkettle.com.auwww.melkettle.com.au @melkettleThursday, 26 April 2012

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