How to attract - and keep - customers

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


Tip
#1
Have
a
marketing
plan


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


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
#3
Word
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
#4
Engage
with
your

customers
using

social
media


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


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.


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 2009
www.melkettle.com.au
http://digitalmarketinglab.com.au @melkettle

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-speciﬁc
Contextual
Timely
Immediate


By 2012

As many connected
mobile 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/


Tip
#5
Say
thank
you


• 2. Let others know you are listening


Thank
you.

@melkettle
www.melkettle.com.au


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