If you’ve been getting dizzy spinning around marketing strategies, cut back to the basics and do something you might not have done in the past – track your campaign (no matter how big or small it is).
Idea Number One: Write a hand card.
That’s right – you heard me. Write a card and snail mail it. With so much technology making it easy to say thanks via email, catch up on someone’s Facebook Wall or meet for coffee through a text message, receiving something hand written in the mail is a great surprise.
There are a variety of ways to get your hands on cards –hand make them, design them specifically for your business or utilize a service like Send Out Cards.
Consider your motive for sending the card. Are you building rapport, trying to secure a face to face meeting, or giving thanks for meeting?
Here’s some wording suggestions, listed by circumstance:
Building Rapport:
I just saw this great [article, blog post, recipe, website] that I thought would help you [insert information here]
I wanted to personally thank you for [insert: recommendation, introduction, advising, etc]
Trying to Secure a Face to Face Meeting:
I have heard [insert something complimentary and specific here] about you.
I would love an opportunity to learn more about [insert something specific here] from you. Perhaps I could buy you a coffee [insert specific time here] and we could chat.
After a meeting:
Thank you for meeting with me. If there is anything I can help you with please let me know
Here is that information we were discussing. I hope it comes in handy for you.
Personalize hand cards as much as possible and ensure you send your message in a timely manner. A good rule of thumb is within 48 hours.
Tracking Your Success:
Consider the cost and number of people you will be sending cards to. You can create an estimate based on the number of meetings, phone calls and networking events you attend in a month. Any one of the 3 options I described before for sending cards should cost just under $2 cad, including postage.
Base the success of your efforts in two categories: quality of relationship developed and number of sales derived.
Add a column to your existing database contact list for card giving. When you send a card, enter the date, the date of any response (or lack thereof) and if a result is generated from this action.
Check back later this week for another trackable marketing idea.
photo credit: Keyser_ Soze
Spend the time.
It’s the one thing we all complain we don’t have enough of. Time spent with a client can really strengthen your relationship.
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Make time for lunch or coffee; participate in an activity together – it doesn’t have to be golfing either: skiing, snowshoeing, a movie, a dance class, a cultural event.
Random Act of Kindness 5, 4, 3, 2, 1
Shock a potential customer by doing something unexpected.
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Buy everyone in coffee line up or lunch line something – whether you are the proprietor or a customer
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Or buy someone’s second cup of coffee as you both sit alone in a coffee shop. Most shops don’t refill coffees, especially lattes or cappuccinos. If you own a coffee shop – walk around and refill your regular client’s coffees – they’ll be glad you did.
Random Acts of Kindness Day 2 - Share your toys – even if all you have is information
Random Acts of Kindess Day 1 -
photo credit: Grzegorz Łobiński
We’re posting random acts of client kindness all week and suggesting that everyone try to do at least one random act a day to celebrate Random Acts of Kindness Week (February 8-14).
Do something you normally charge for absolutely free –no strings attached.
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Shout outs go to Coach Cathy who gave me ½ hour more in a coaching session this week
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If you own a coffee shop, you could give out free coffee to passerby’s in the morning or deliver coffee to a local business in your area
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Waive late fees or interest charges for the month
photo credit: //amy//
I’ve been doing a lot of thinking and researching on how to improve client relationships. And what I’ve noticed is a decline in big business-kindness (what happened to greeting someone within 5 seconds, 10 seconds, 30 seconds – greeting someone at all) and a significant shift in small business kindness (like baking biscotti and hand delivering it to over 50 clients for Christmas – a la Accentuate Home Design Group)
Yesterday, while spending some social time with one of my client’s, at the movies, she asked, “What kind of gestures can I make to acknowledge and appreciate my clients, without breaking the bank?”
Here was my response (I knew it would be easier in writing so I emailed her this list):
- Take cues from your personal life. Picking up the phone or sending a snail mail card can do a world of good in developing your client relationships.
- Show your friendly side
-walk with your client to their car because they forget their umbrella
-offer to find out information or pass a referral on – and then don’t forget to do it
- Share a heartfelt testimonial about your client using your Facebook and/or Twitter status.
- Remind them about important tasks or dates:
-wedding anniversary
-dentist appointment
-insurance renewals
- Give a small token of appreciation:
-free gift with purchase
-work with your suppliers to give a special discount or gift card for their services
- Surprise your favourite clients with something unexpected and from the heart:
-movie tickets for a specific movie that they wanted to see
-a DVD or book specifically chosen for them
-pay for their babysitting so they can enjoy an evening out with their spouse hand deliver their favourite food and enclose a hand written note
The moral of the story is we can create an EXPERIENCE for our clients. It can be as simple as genuinely listening to their needs and feedback and genuinely acknowledging them as great customers.
photo credit: Dave Duarte
I recently had a conversation with a business acquaintance where I started sharing information about the strategies I deploy when writing. It wasn’t until he said, “Wow, I should be paying you for this information,” that I realized I wasn’t expecting to receive anything in return for my advice.
This got me thinking about sharing. Whether online or in person both business models offer opportunities to share information, ideas, technology, products and services. And these can be shared freely or with strings attached.
Now I know, most of us in business are driven by the bottom line. But I’ve noticed lately that there are two broadly defined groups of companies: one that is looking inward, holding on to all it has, looking for the next quick sale and the other that is looking outward, letting idea sharing flow, seeing their customers as long term investments.
The first group has its reason for not sharing. When you share you leave yourself open and vulnerable to be taken advantage of. Your competition knows what you’re about. Giving for free takes away from revenues earning potential.
And the second group has its reason for sharing. When you share you leave yourself open and vulnerable to form a relationship. Your competition knows they have to work that much harder to be better than you are. Giving for free keeps clients returning, adding long term revenue to your bottom line.
I’d like to urge each business to share one wise thought or give a product or service every day to one existing and one potential client. Then watch what it does for your company’s popularity and for your own morale.
photo credit: Idhren
It’s finally hitting us all. There are fewer jobs and less dollars circulating through the economy. But it’s not all doom and gloom. People are still spending. Businesses are still in business but have started looking for most saving-friendly ways of getting their message out there.
Why not try getting back to basics and nurturing existing client relationships?
Think of your customers the way you think of your significant other. It’s the little things that count. Work on personalizing your relationships by addressing people by name. If you don’t know their name – ask for it. Or implement a customer profile software system. Collect their information.
Start a GOOD loyalty program that gives value. If you’re a small business you can outshine the big corporations by giving more. Instead of points – give real dollars back. Make your program easy –without a lot of strings attached. (This is a whole other topic that we’ll blog about soon.)
Start a referral program. Either entice your loyal customers with a reward or simply acknowledge their referral/testimonial - a personal phone call or thank you card will likely go a long way.
Be spontaneous! A chocolate cafe that I hold client meetings at (called Mink) will sometimes bring over a scrumptious bite of chocolate to accompany our mochas. It’s unexpected, it’s memorable and I continue to choose their coffee shop over any of the big guys. (And look, here I am plugging them!) Look for ways to elicit this response in your own business.
Be kind. Volunteer and participate in your community. It will be both personally and professionally rewarding. You’ll meet new people, strengthen existing relationships all while helping out. And hey, you can advertise what you’re doing to lend a hand.
Go above and beyond (cliché, but true!). Show your customers that you truly care about them and your business by over-delivering and wowing them!
And the cost for doing all of these programs? Likely less than the cost of losing just one of your loyal customers.
There is a lot of stuff you can buy or download for free online. I know, I spent a lot of my time investigating new ideas for clients and for myself. But I have found that focusing on these areas (because you can’t do it all at once) has proven successful.
(caution – this is for online newbies – if you’re already well on your way to being online – check out the online marketing blog for lots more in-depth information)
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Get tweeting with Twitter. Follow people online, start discussions, promote products and services and link back to your blog and website.
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Write articles. Submitting articles and press releases will increase links back to you – which search engines l-o-v-e. We have been having success using Article PR’s directory for submission sites.
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Build your links on search engines like ZipLocal and submit your business details there. If you advertise on ZipLocal, you’ll also be able to take advantage of their features – links to Facebook, user written reviews, voting and much more.
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Install landing pages. You’ll likely receive more lead conversions– not just page clicks. Make sure your landing page gets people signed up for your newsletter. Copyblogger has a great post explaining landing pages and giving some examples.
Choose to invest ¼ of the dollars you spent on traditional advertising last year on online techniques and focus time (or hire someone) on nurturing your online efforts. You’ll see changes because you’ll be able to track them using programs like Google Analytics.
Some days I feel like I’m drowning in an endless sea of to-do lists and whiteboard-idea-doodles. But I rarely complain about it. I’m happy to be working with and for my hand selected clients.
Mbody Fitness + Wellness Spa on Robson Street, here in Vancouver, has been a Polished Promotions client for a year. As Mbody’s marketing girl, I update their website, brainstorm promotions, analyze their analytics, create some print materials and even help with their events. In a way, I’m part of their team.
So it’s great when I receive emails like this one. (This email correspondence was a short as it appears. I had just finished updating Mbody’s homepage. I sent a blank email with the subject line “Published” and within a few minutes, had this response, “Could you be any more awesome? Seriously…could you?”)
This instance reminded me that wowing customers can happen accidently. I say accidentally because a lot of the time, it’s not what YOU think you’re doing that ignites positive feedback, referrals etc – it is what THEY feel when a project is completed (and another weight is lifted off of their shoulders).
Why not put some effort into learning what your clients really love about the service or product you provide (and finding ways to improve on them)?
Try:
Photo Credit: Dominik Gwarek
Hiring a third party to administer a customer survey over the phone or through email. Think like the big guys – but on a business-savvy budget – and get a professional business do to do one for you. Your clients will likely be truthful to a non-biased party. (Feel free to ask me for information on client surveys)
Mystery shopping yourself. Develop feedback forms and use an external source to rate your performance. (We do these for some of our selected clients, and are always surprised to learn which areas our client’s need to work on based on some honest feedback.)
By the way, my response to this lovely little email – was literally “awwww, shucks!”
Sandra from 
