According to Small Business Trends, 65 percent of a company’s business comes from existing customers. And in the digital marketing industry, it wouldn’t be surprising if that percentage were higher. To ensure you hold on to customers and maximize the revenue you make from each one, it’s critical to ensure your agency provides a lot of ongoing value past an initial website build or campaign launch.
Nat Rosasco, Chief Creative Director and Owner of Olive Street Design and Olive and Ash Design has a lot of experience in this area and recently joined Duda’s Director of Strategic Account Management Liz Powell for a comprehensive discussion on how to spend less time looking for new clients and more time expanding your current contracts.
Here is what we covered…
When it comes to your business model, customer retention is key. Existing customers are easier to upsell and more profitable than constantly trying to acquire new clients with a high turnover rate.
Customer satisfaction should always be kept top-of-mind. If a customer isn’t happy, it can cost you upsell opportunities and they may even abandon your service for the competition.
In addition to using your marketing energy to attract new customers, you need to think about keeping your existing customers happy. By giving clients an incredible user experience, you're doing more than simply making it more likely they will purchase your products or services again. Ideally, they’ll also become your free brand ambassadors and refer people to your business.
But you can only achieve this level of customer loyalty by staying in their good graces.
Here are a few crucial facts about the importance of customer satisfaction that every digital agency owner and/or freelancer should keep in mind.
Creating a customer or user experience that provides value and builds loyalty starts from a place of humility and empathy. You need to understand your customer's business challenges inside and out and be ready to help them with needs as they arise.
Here are some tips you may find especially helpful for building better relationships with customers.
Clear communication is key in any business relationship. By scheduling occasional calls with customers to share updates and ask for feedback, you have the opportunity to make the customer feel heard while using their valuable answers to assess your service.
Share relevant industry information with clients (e.g., new market insights) and communicate how you think it benefits them. Regularly generating valuable content establishes you as an industry leader and shows your customers you have something to offer besides leads and sales. This kind of content creates and establishes engagement and connection with your clients that turns into brand interest, loyalty, sales and referrals.
Strive to be the best in your field. Provide ongoing training and education for your employees, apply for awards, and set professional goals. When people see you as a leading brand, they’re more likely to remain loyal.
Make it a company rule to respond to emails within 24 hours, and when possible, within an hour. A quick reply stating that you received the email and are working on their request is better than waiting several hours until you have the detailed answer.
Customers love to feel loved. Send a gift, provide them with a lead, help them generate more business. By using your customer's services or buying their products, you’re building true, lasting relationships and loyalty.
Your clients come to you because you’re the expert — so act like one. Let your confidence shine through in discussions. You should anticipate questions, conduct research ahead of time and have answers readily available.
A little personal touch goes a long way. A handwritten card or quick note for a personal occasion (e.g., marriage, new baby, etc.) or holiday shows you care about your customer.
If you wait for customers to tell you what they need to improve their marketing, you’re missing out. Proactively come up with strategies and ideas that help clients get more from their budgets. Show your customers you really care by ensuring their investment in your product or service continues to help them grow.
You need clear statements (written and verbal) about what you do, how you deliver, and what customers can expect from you.
You can use mistakes as opportunities - research shows that up to 70 percent of unhappy clients turn into loyal customers if a mistake was fixed and exceeded their expectations. Have a clear plan and use clear language when fixing mistakes.
Your appearance matters. The reality is people do judge a book by its cover when it comes to purchasing professional services like digital marketing.
Here are a few things to keep in mind that will help you create an outstanding first impression.
