Sales & Marketing

Expert advice: How to reach and retain customers

Reaching and retaining more customers has to be on the new year resolution list for every small business. Stronger marketing strategies can help you reach more customers and smart solutions for a smoother and quicker service can improve the customer experience to ensure they return.

21 Jun 2018

We asked business experts for their tips on how to get closer to your customers in 2017.

Colin Scotland, marketing and business growth strategist at Logical Fox Marketing, believes that putting the customer first will produce greater end results for your business:

Focus on delivering value. Your competitors will have websites and be posting on social media; providing value is your key to standing out from the crowd and growing your business in 2017 and beyond.

Develop and implement a Conversion Marketing strategy that focuses on delivering upfront value to potential clients to establish trust and build lasting relationships, don’t just tell them how your product or service can help, show them! Create a video series, or PDF or eBook showing them how to fix the problem you solve. You will prove that you can help by actually helping, establishing your authority in that area.

The difference between success and failure is the mindset, if you selfishly focus on what you want (more sales) and employ tricks and tactics simply as a means to an end, you will fail. The most successful entrepreneurs think differently, who is my ideal client, what are their problems and pain points and how can what I do help to resolve these?

If you keep everything that you do about delivering value to your customers, you will succeed. I would love to buy from a company that truly has my best interests at heart, wouldn’t you?

Dan Knowlton, digital marketing specialist at KPS Digital Marketing, points to where business owners can start to provide added value:

How do you provide value for your potential customers before they make a purchase?

I’m serious, ask yourself this question right now and see what you come up with. If you’re not doing anything, here’s some actionable ways you can provide value upfront through content marketing;

  • Educate your audience (videos, blogs, gifs, product/ service tutorials etc.)
  • Share industry updates
  • Entertain
  • Surprise people on social media with freebies
  • Go the extra mile to answer your potential customers questions upfront
  • Share useful tools/ tips related to your niche

One more tip, read Gary Vaynerchuk’s book; Jab Jab Jab right hook, you won’t regret it!

Digital marketing consultant Lilach Bullock believes businesses need to harness omni-channel marketing to create a seamless customer experience:

Customer’s expectations from businesses are changing at a very rapid pace, particularly when it comes to millennials, who now have a huge buying power. In the coming year, businesses should try to focus as much of their attention as possible on thoroughly integrating all of their marketing channels in order to create a more cohesive, seamless experience for their customers. Although omni-channel marketing has been around for a while, most businesses haven’t really grasped the concept, except for a few pioneers.

The issue is, expectations are changing, rapidly so. Customers expect certain things from businesses, and they expect them now. And it’s not just a case of engaging customers across multiple marketing channels, but also of personalising the customer experience. There needs to be communication between different departments in order to make the customer the centre of all your company’s marketing efforts.

This involves building a different customer experience where each member of your audience receives their own personalised messaging based on their preferences. Furthermore, your customers should be able to jump between channels – social media, mobile, e-mail and so on – as seamlessly as possible and have similar experiences on each one. In 2017, it will be the little things that count the most and that will make the biggest difference to your customers.


Find out how Worldpay can help your business grow in 2017.