Posts Tagged ‘Marketing’
In my last blog post, I was talking about the value of using the hot new marketing trend - Groupon. Overall it’s a great marketing tactic if used correctly. Read the past article to get more insight into how to use it in a profitable manner (click here).
This time around I wanted to touch base on capitalizing on the opportunity, not the obvious upfront revenue, but turning those Groupon customers into repeat purchasers.
How Do You Market Your Business
In a recent conversation with my friend @TommyVallier he made a very clear statement that I am going to reiterate here – it’s reverse of what you will expect to hear on social media marketing.
Social media strategies don’t work – social media needs to tie into your current marketing strategy.
Now if you see a way to use social media and your current marketing strategy doesn’t support it, then maybe an adjustment needs to be made, but it rarely means that social media is the entire basis or separate strategy to that of your marketing.
With this said you need to think about how you are currently marketing and generating repeat business. How do you engage your customers to ensure they are coming back time-and-time again. For instance, do you capture their email address and send newsletters about specials? Or are you using Twitter & Facebook to stay engaged.
I know there are many other ways in which you can ensure customers come back through your door, but I’m going to focus on email newsletters and social media in this post. I hope to see your thoughts on additional techniques in the comments.
If you are using a good email marketing software these ideas should be very easy. I am basing my ideas on the MailChimp platform using their Autoresponder feature in which allows you to have automatic emails sent out.
I would create a specific subgroup for Groupon customers (under my normal list) for those whom wish to sign-up. Then have the autoresponder send an email the day after they sign-up to the list. It should read in a direct manner to feel almost personalized (merge tags are very important here). The email should (a) thank them for making their purchase, (b) promote your website & social networks and (c) set an expectation of how often they will receive newsletters from your business.
- They come in and make their purchase
- You then capture their email and add them into the list the same day
- The autoresponder will then send a personalized email the next day
Keeping It Social
Whether you have an email newsletter system setup or not, everyday when a new Groupon customers comes in, something needs to be said throughout your social networks. Simple status updates thanking them for coming in (mentioning them specifically if possible), maybe even taking pictures of the crowds; share the experience with everyone who isn’t in the store at the moment. It’s simple acknowledgement and appreciation.
If any customer or potential customer online interacts with your business, it is crucial to respond as soon as possible, even more so because of the hype and attention your business will be getting.
Experience Over Marketing Tactics
Remember that you must have a way to bring the customers in again for a second purchase, the goal is not only to have a profitable Groupon, but to grow your business quickly. Everything above is only as good as the experience the customer gets. Will their experience meet their expectations, this should always be at the top of the priority list.
If the customer receives poor product or service, the word-of-mouth generated by your Groupon may spell disaster. Good products and service sell themselves.
Overall, great customer experiences, positive conversations about the business (online and offline) and a strong follow up thanking customers for the business will surely help retain them (Groupon or not).