How to attract - and keep - customers

www.melkettle.com.au @melkettle

How to attract -‐ and keep -‐ customers

Thursday, 26 April 2012

http://www.melkettle.com.au



Doing what you have always done will no longer get

you what you have always got





Tip #1Have a marketing plan





4 P’s of Marketing





4 P’s of Marketing





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

1. Customers

2. Content

3. Channel

4. Community





Customers

• Customer is #1

• Know who they are!

• Go where they go

• Engage and converse with them





Know your customers





AND know what they want





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...





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





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















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





Tip #2

Use your networks

and contacts





Networking is an investment in your future





Your database is one of the most important

marketing tools you have.





The average person knows 200 people





Who knows YOU?





Partner up





Expand your circle of influence





Networking happens ALL THE TIME





Build your network now. Before you

need it.





Don’t forget your current clients





Tip #3Word of mouth





“By 2011 90% of your sales will

come from word of mouth or

digital promotion”

Seth Godin, 2009





78% of people trust peer

recommendations





14% trust advertising





Excel at customer service...give them more than they expect





People buy on emotion. Not logic.

Stop selling.





It is 8-‐10 times more expensive to gain a new client than to retain a

current client








Tip #4Engage with your customers using social media








Twitter

Facebook

LinkedIn

Tumblr

Flickr

Wordpress

Blogger

0% 20% 40% 60% 80%

10%

22%

13%

11%

30%

75%

78%

Social networks used by Small Business

Source: www.prdaily.com




http://www.prdaily.com

http://www.prdaily.com


Old communication was one-way





Now communication is two-way

And conversations are with many





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

It’s now P2P. Person 2 Person.





And age old idioms have been redefined





Socialnomics 2011





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 2009http://digitalmarketinglab.com.au




http://digitalmarketinglab.com.au

http://digitalmarketinglab.com.au


Not only for kids...





Brand facts

• Facebook: 40% follow a brand. 51% of these will purchase brand

• Twitter: 25% follow a brand, 67% will purchase








Use online channels to inspire offline behaviour

change and ACTION






Mobile communication





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

Location-specificContextual

TimelyImmediate





By 2012

As many connectedmobile phones,

as there are people.

(PhoneCount)





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





Teenagers prefer texting to talking





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




http://blog.lab42.com

http://blog.lab42.com


Tip #5Say thank you





• 2. Let others know you are listening





Thank you.

@melkettlewww.melkettle.com.au




How to attract - and keep - customers

Business

content content

customers customer

valuable toyour customers

bloggers facebook

social networks

yourtarget market facebook

new client

communication channels