Generally speaking, there is no definitively right or wrong way to engage with your customers and prospects. As long as you’re achieving positive results, you’re on the right path.
However, by taking the right steps at the right time, you’re more likely to reach your goals, satisfy your customers, and grow your business.
This is where cadence of engagement comes into play.
While this varies from one business to the next, there are some basic steps you can take to help formulate a winning strategy.
1. Know When to Reach Out for the First Time
For example, many service businesses reach out to customers the same day or next day to ensure that they’re satisfied.
Conversely, there are other businesses that wait a week or longer to touch base. They find that doing so any sooner has the potential to be overbearing.
Test a variety of approaches, such as:
- Same day
- Next day
- One week
- One month
By tracking the results, you’ll soon understand the ideal time to make first contact with a new or repeat customer.
2. Contact Customers with a Reminder or Offer
Imagine this scenario: you checked in with a new customer the next business day after providing service. They were thrilled with your service, and stated they’ll use you again in the future. This is great news!
But, you don’t want to leave it up to them. You need to stay fresh in their mind, which brings us to the second engagement.
Try this: let a month go by, and then contact the customer with a reminder or special offer. For example, you could email or mail a 20% off coupon to give them reason to contact you again.
This step in the engagement cycle is all about maintaining a strong connection.
3. Provide Ongoing Value
Regardless of your business type, there are ways to provide customers with valuable information and advice.
For instance, if you own an HVAC company, send an email newsletter this summer with tips for saving on energy costs.
Providing ongoing value has nothing to do with making a sales pitch. Instead, it’s designed to keep your business fresh in the consumer’s mind, while also positioning yourself as an industry expert.
The cadence of engagement you employ may not be the same as another company in your industry. By testing a variety of strategies, you’ll slowly close in on the one that generates the best results.
For more insights on marketing strategy that actually works for small business, connect with Jay Bean, Founder of FreshLime and Small Business Marketing Expert on LinkedIn and Twitter. If any of these tips have helped you or if you have anything to add, please comment below. We’d love to hear from you!
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