In the first chapter I said that I was going to take each item in the second list one at a time. Well, upon further review I think the last three items on the list are so closely tied that I will address them all in this post.
Customer service. Your business will most certainly fail to thrive if you don’t take care of the customer’s needs and desires. Period. There are a lot of businesses for your customer to choose from, and if they don’t feel that you care and are watching out for them they will be gone faster than the last cookie on the plate.
Keeping in touch with your customers… This is part of good customer service. The old saying “out of sight, out of mind” is something to think about. It is part of letting them know that you are thinking of them and are ready to serve them. Give them a reason to remember you. Provide constant value.
You need a method to collect at least their email addresses… In days gone by, that would be a rolodex (some of the under 50 crowd may not even know what that is. LOL! – Google it…) or a card file with 3″ X 5″ index cards. Very old school… but I see businesses still using them. Unbelievable!
The more modern, but still outdated way, would be to enter the customer information in a spreadsheet or a database. There is some CRM (Customer Relationship Management) software that allows you to enter far more information than just name, address, phone number, email address, and what they have purchased from you. If you have a large business, this can be a valuable tool, but…
We now have a far more effective solution! We call them autoresponders. There are a few of the industry leaders like Aweber, GetResponse and MailChimp, and many others. Some are better than others, meaning they have a lot of features. To start with, many will not use or see the need for the advanced features.
The features that most would agree are the most basic needs would be:
- Capture the customer information
- Provide for the creation and sending of automated message sending
- Track the open rate of each message (and record which users opened)
- Track the click-through rate (and record which users clicked
Beyond that you would likely want to be able to send to those that didn’t open the message, or just those that did. You probably want the ability to segment your lists, taking those that made purchases into your buyer’s list. They are the ones most likely to buy again.
One final message I would like to add to this post…
Some will find that marketing comes naturally to them. Most of us will not. Some of us have very busy lives, and squeezing out time to learn what we need to know and then put those principles into practice will take a while. Don’t give up! Failure only comes when we give up. Until then we are works in progress…
Now that we have briefly touched on some of the basics, in my next posts I will attempt to get on with those ‘Secrets’ that I have mentioned. I guess it is not really fair to call them secrets, but perhaps things that you need to know that few are telling you. Does that sound more accurate?
To be continued…