How to attract - and keep - customers

•

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The document provides tips on attracting and retaining customers. It discusses having a marketing plan, understanding the 4 Ps and 4 Cs of marketing, knowing your customers and what they want, engaging with customers through social media, leveraging networks and word-of-mouth, and saying thank you. Social media is positioned as an important way to have two-way conversations with customers and engage them through various online channels.

How
to
attract

-‐
and
keep
-‐

customers

www.melkettle.com.au @melkettle
Thursday, 26 April 2012

Doing what you
have always done
will no longer get
you what you have
always got

www.melkettle.com.au @melkettle
Thursday, 26 April 2012

Tip
#1
Have
a
marketing
plan

www.melkettle.com.au @melkettle
Thursday, 26 April 2012

4 P’s of Marketing

www.melkettle.com.au @melkettle
Thursday, 26 April 2012

4 C’s of marketing
and social media...

1. Customers
2. Content
3. Channel
4. Community

www.melkettle.com.au @melkettle
Thursday, 26 April 2012

Customers

• Customer is #1
• Know who they are!
• Go where they go
• Engage and converse with them

www.melkettle.com.au @melkettle
Thursday, 26 April 2012

Know your customers

www.melkettle.com.au @melkettle
Thursday, 26 April 2012

AND know what they want

www.melkettle.com.au @melkettle
Thursday, 26 April 2012

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 @melkettle
Thursday, 26 April 2012

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 considerations

www.melkettle.com.au @melkettle
Thursday, 26 April 2012

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 information

www.melkettle.com.au @melkettle
Thursday, 26 April 2012

www.melkettle.com.au @melkettle
Thursday, 26 April 2012

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 mouth

www.melkettle.com.au @melkettle
Thursday, 26 April 2012

Tip
#2
Use
your

networks

and
contacts

www.melkettle.com.au @melkettle
Thursday, 26 April 2012

Networking
is
an
investment

in
your
future

www.melkettle.com.au @melkettle
Thursday, 26 April 2012

Your database is one of
the most important
marketing tools
you have.

www.melkettle.com.au @melkettle
Thursday, 26 April 2012

The
average
person

knows
200
people

www.melkettle.com.au @melkettle
Thursday, 26 April 2012

Who

knows

YOU?

www.melkettle.com.au @melkettle
Thursday, 26 April 2012

Partner
up

www.melkettle.com.au @melkettle
Thursday, 26 April 2012

Expand
your
circle
of

inﬂuence

www.melkettle.com.au @melkettle
Thursday, 26 April 2012

Networking
happens

ALL
THE
TIME

www.melkettle.com.au @melkettle
Thursday, 26 April 2012

Build
your
network

now.
Before
you

need
it.

www.melkettle.com.au @melkettle
Thursday, 26 April 2012

Don’t
forget
your

current
clients

www.melkettle.com.au @melkettle
Thursday, 26 April 2012

Tip
#3
Word
of
mouth

www.melkettle.com.au @melkettle
Thursday, 26 April 2012

“By 2011 90% of
your sales will
come from word
of mouth or
digital promotion”

Seth Godin, 2009

www.melkettle.com.au @melkettle
Thursday, 26 April 2012

78%
of
people
trust

peer

recommendations

www.melkettle.com.au @melkettle
Thursday, 26 April 2012

14%

trust
advertising

www.melkettle.com.au @melkettle
Thursday, 26 April 2012

Excel
at

customer
service...
give
them
more

than
they
expect

www.melkettle.com.au @melkettle
Thursday, 26 April 2012

People
buy
on
emotion.
Not

logic.

Stop
selling.

www.melkettle.com.au @melkettle
Thursday, 26 April 2012

It
is
8-‐10
times
more

expensive
to
gain
a
new

client
than
to
retain
a

current
client

www.melkettle.com.au @melkettle
Thursday, 26 April 2012

Tip
#4
Engage
with
your

customers
using

social
media

www.melkettle.com.au @melkettle
Thursday, 26 April 2012

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.com

www.melkettle.com.au @melkettle
Thursday, 26 April 2012

Old communication was one-way

www.melkettle.com.au @melkettle
Thursday, 26 April 2012

Now communication is two-way
And conversations are with many

www.melkettle.com.au @melkettle
Thursday, 26 April 2012

It’s no longer B2B.
It’s no longer B2C.

It’s now P2P.
Person 2 Person.

www.melkettle.com.au @melkettle
Thursday, 26 April 2012

Socialnomics 2011

www.melkettle.com.au @melkettle
Thursday, 26 April 2012

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 2009
www.melkettle.com.au
http://digitalmarketinglab.com.au @melkettle
Thursday, 26 April 2012

Not only for kids...

www.melkettle.com.au @melkettle
Thursday, 26 April 2012

Use online channels to
inspire ofﬂine behaviour
change and ACTION

www.melkettle.com.au @melkettle
Thursday, 26 April 2012

Mobile communication

www.melkettle.com.au @melkettle
Thursday, 26 April 2012

Mobile phone is the greatest piece of
persuasive technology of all time.

Location-speciﬁc
Contextual
Timely
Immediate

www.melkettle.com.au @melkettle
Thursday, 26 April 2012

By 2012

As many connected
mobile phones,
as there are people.

(PhoneCount)

www.melkettle.com.au @melkettle
Thursday, 26 April 2012

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
Places

www.melkettle.com.au @melkettle
Thursday, 26 April 2012

Teenagers prefer texting to talking

www.melkettle.com.au @melkettle
Thursday, 26 April 2012

Source: http://blog.lab42.com/

www.melkettle.com.au @melkettle
Thursday, 26 April 2012

Tip
#5
Say
thank
you

www.melkettle.com.au @melkettle
Thursday, 26 April 2012

• 2. Let others know you are listening

www.melkettle.com.au @melkettle
Thursday, 26 April 2012

Thank
you.

@melkettle
www.melkettle.com.au

www.melkettle.com.au @melkettle
Thursday, 26 April 2012

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How to attract - and keep - customers

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