Call it marketing or customer service or just call it business strategy — you hardly need to debate the importance of demonstrating to your customers that you value them. We all want to retain customers and usually go above and beyond to please them — by giving something extra, by offering lower rates, or by providing premium service.
Larger businesses have loyalty programs to handle this, but small-business owners usually like to use their own discretion and not allow employees an easy way to make these decisions. But good employees want to keep regular customers happy. They may go ahead and offer these “extras” anyway — by giving the room overlooking the pool, making small repairs in addition to the contracted job, or by over-pouring.
These “extras” are part of your cost of retention, but do you know how much that cost is? Are these extras proportional to the business you are getting from those customers? Are these extras in addition to the priority rates/service you are offering those customers? All these are important questions, but the most important question is — Does your customer even realize you are giving her something extra? Continue reading →
Happy Friday! This week, we have tips on using content for your business, making your posts more search-friendly and having your author information show up, starting out with Twitter ads, and working remotely. Let’s dive in!
CEOs remain strangely reluctant to tweet: and McKinsey Global Institute reports that “social technologies stand to unlock from $900 billion to $1.3 trillion in value.” So if you are a business-owner or CEO and you aren’t tweeting, what’s your excuse?
One of the “rules” (read: “accepted practices”) of email marketing is to not use a lot of images in your emails. There are several smart reasons for this:
Unless the recipient has emails enabled by default, she only sees blank blocks where the images are until she clicks on “Display images.”
Since the recipient has to download images but can see text by default, focus on the text. The top first few lines of your email that get seen in the reading pane or without the recipient scrolling down are extremely important, and unless you have really involved subscribers you need to use text to engage their attention and get them to keep reading (or download the images).
Images take time to load, especially if your recipient has a slow internet connection.
Spam filters don’t like lots of images, especially an entire email that is just an image or a block of images.
All of which are good reasons to not use too many images in your emails. Look at this email I recently got after signing up for a free e-book.