The pandemic that began in early 2020 certainly shifted many businesses’ marketing priority from acquiring new clients to focusing on retaining existing clients. With uncertainty still lingering in 2021, marketing strategies should maintain the focus on nurturing established clients while evolving to incorporate the nurturing of leads via digital platforms.
Here are a few strategies to consider when revising your marketing plan for 2021:
1. Collect Customer Data and Use Data to Serve Them Better
Communication is key to business now more than ever. Communicating updates on hours of operation, safety policy, inventory, accessibility, and new services or offerings. If you sell products, inventory may be difficult to move or keep in stock. Therefore, face your challenges by creating customer data such as contact information and interests. Allow customers to join waiting lists, provide text and email updates, and allow for pre-ordering.
A client showing up at your location, only for your facility to be closed, can disappoint a customer enough for them to never return. Keep your hours of operation up to date on all online listings, websites, text messages, and social media.
Customer data is important to know, understand, and reach your customers or potential customers.
2. Don’t Just Utilize Social Media to Inform. Use to Engage & Retain
During the COVID-19 pandemic, marketers have been focusing their attention on customer retention more so than in previous years. Businesses with limited budgets, resources and projections should prioritize social media marketing in 2021. Social media budgets accounted for 24% of total US marketing budgets during Q2 of 2020, up from 13% last winter. This will continue well into 2021. The pandemic has dramatically increased the amount of time people spend on mobile devices which includes how they research products, brands, news, and organizations.
As Mindful Marketers, Be Well Marketing accepts this new consumer shift as an opportunity for business to re-engage with long-time customers and strengthen much needed retention. Be consistent in your posting, run Paid Ads that are targeted on your current audience, and post engaging content. Engaging content includes curiosity-sparking, inspiring, heartwarming, funny, or entertaining content.
Tip for small businesses: If you have been considering starting or decreasing social media please know that professional Social Media service is not out of reach. A good social media manager or content creator can be obtained and maintained for several hundred dollars. Engagement is essential for retention. Despite the uncertainty the pandemic brings, now is not the time to skimp out on marketing. A good social media marketer can develop a relevant content plan, publish content consistently, monitor and drive customer responses, and, hopefully retain AND attract business.
3. Level Up Your Engagement Tactics
Adding interactive elements to your social media or website can assist in enticing prospects to engage with your business. If you have a fitness center you can add a weight loss calculator to your website or offer a free app that gives tips and tools for weight loss. A freemium enables prospects and customers to engage with your business, receive value, and keep their eyes focused on your business.
Where Do You Go From Here?
Our short list of digital marketing trends to enhance retention of customers is not a complete list but it is a good place to start. Regardless of the size of your business, your marketing budget, or your marketing team size, retention via the support digital marketing is achievable.
These three key trends can not only assist in retaining your hard-earned customer-base, it can also enable learning more about your customer to provide better service, better offerings, and understand digital marketing trends to stay competitive.
Are you interested in more digital marketing strategies and tips? How about a more detailed and tailored approach to support the sustainability of your business in 2021?