Whichever times you have become the following affirmations?
This is not for my business; the great ones have more resources; they have equipment of marketing dedicated to their business; clearly, if I were the McDonalds; .....
The certain thing is that, as everything in the life, there are things that are certain, and things that no.
Amazon, Corte Ingl©s, Unequal,¦. all of them have more resources, equipment of marketing, much experience, image, brand,¦.
But the important thing for you, is that you can also implement with your clients, many of the strategies who use Amazon or Corte Ingl©s, with less resources, less personnel, less experience, less¦. what you want!
What it happens is that they did not explain to you how to do it, nor their equipment of marketing either.
It does not interest to them to do it.
They do not want that you are its competitor.
For that I here am.
In order to tell you what Amazon and Corte Ingl©s do not want that you know.
It is certain that these great companies have tens of dedicated people to influence to their clients, and whom are it potentially, so that they spend more money in his products or services.
The truth is that also you would like to do it truth?
If you follow our blog, you will know of the importance that we give the fact to have a list with all the possible data of your clients.
At least with the name, the email and the date of birthday.
Also we have spoken of the use of the email marketing with those clients, in fact already you know the piece email course marketing who we have totally gratuitous¦ or no?
If you do not have the list of clients you do not continue reading and she implements already!
Then with these premises I am going to explain 6 strategies to you essential fidelizar to your clients, who Amazon and Corte Ingl©s do not want that you know, and much less that you apply them.
Ah, can seem evident, but just in case: they if they apply them ð
1# Felicita to your clients by its birthday
It enchants to me,
It makes me feel well,
That my supplier congratulates me by my birthday, demonstrates me that I am not only anybody to whom to remove the money it doesn't seem to you?
If in addition you prepare a detail to them, BINGO.
If there is a date that to tod@s we like to celebrate is the one of our birthday, so, why you are going to let pass the occasion to be present in the mind of your clients in one of the most important days for them?
Perhaps Or they don't congratulate the unnamable ones to you of more above when yours arrives?
Therefore, already you know, implements this strategy and you will be able to attract your business to your clients in a day in which more they are a little predisposed to spend money ð
2# Implementa a Seal Card
This is a very typical strategy in businesses with much repetition: restaurants, hairdressing salons, stores delicatessen,¦
If you have a business of this type, you must implement strategies of the type, the 10 menu it payment I, or the 5 haircut, free.
These strategies maintain to your client stuck to your business.
Or where you think that it will eat your client, if your you invite to him to a menu of each 10?
However, you do not do it and hopes to that a competitor comes (normally a tax exemption) that he will rob the client.
3# Prize Top Client
Surely now I am going to pillage to you.
To that you do not know, with certainty, without fear to be mistaken, as they are your 3 better clients?
Good perhaps, if you have few if you know it, but have many certainly you do not guess right with the three.
Than it is dealt with this strategy is that you award your better clients, to which spend more money in your business.
A gift, a drawing, some entered for a spectacle, investigates them and gives something them that arrives to them at the heart.
That can seem obvious, but I repeat you know who is yours?
shelp my mother to me when he was small.
Then already you know.
4# To third goes the won one
When I discovered this strategy I thought, then the same it is right.
You know that esteem that until a client does not buy in your business by third time, we cannot consider it a true client?
Caramba, because you put it to me easy, truth? It is necessary to be able of which all the clients who enter our business buy, and at least 3 times do it.
It is that simple.
So when a client realises his second purchase in your business, you must put into operation this strategy, and make him arrive an irresistible promotion that attracts it your business by third time.
5# Events VIP
To some of your clients they like many more things to part of your services and/or products.
To some they like to attend maridajes and product tastings, to others they like the theater, some go to parades, and to others they simply like to leave to take a beer with people guay.
You do not fail to take advantage of the occasion to invite your clients to acts of this style.
Preferably if you organize them. It would lack more!
It organizes the day of the club and invites them to some refreshments and to prick-it itches in your business, or the neighboring cafeteria.
Any excuse is good to improve the personal relation with your clients, you don't create?
6# Thanks of heart
I have shelp to You that the thanked for being is of born good?
Nothing costs to send an email, tuna, candy, of heart, to all clients, one or two days after its purchase, being thankful to them the confidence that continue showing with your products and services.
That yes, in this strategy I must to you put
If you have a business of much repetition: meal of the day, lies down with products of daily consumption or weekly,¦ you must be a little careful with this strategy.
Ponte in the place of your client (that you must always do it).
You imagine to go to eat every day the menu to a restaurant and to every time receive the same message of Thanks, of heart?
To good listener¦.
What have seemed you the strategies?
You have implemented Them sometimes?
You are going to implement some?
Post leaves me your commentaries in, and if you think that I am right more than santo in which I have explained to you, you do not prevail of the knowledge to your amig@s, and shares this article.
After all, we received what we give no?
Until in a moment
You are propietario/of a an Aesthetic or Dental Clinic?
You have the objective of your business focused in your client?
You continue yourself forming in best and the more technical outposts to give a better service to your clients?
¦. certainly yes, certain? ¦
Nevertheless, you think that all that effort is not compensated. You feel that you are not able to make arrive at your clients everything what your Clinic can do by them.
At the moment, only there is a secret so that your Clinic improves day to day (apart from which you offer a good relation quality/price in your services, but this I am going it to estimate).
I am going it to you to summarize in a phrase:
- When you offer a new service, they must it know.
- When you write a new article, they must read it.
- When you acquire a new equipment, you must communicate it.
- When you incorporate a new member to the equipment, they have to be first in knowing it.
- When you have an irresistible promotion, who you think that it must know it in the first place.
And how made is this?
When you have few clients (less than 25), you can call to them by telephone to all, indiscriminately.
When you have 100 clients less than, you can send an e-mail to each of them, indiscriminately.
When you have more than 100 clients the subject is begun to complicate, since many calls and many post office begin to be indiscriminate manuals, and more if you want to establish with your clients a perfect relation in which you want to offer the information to them what really it interests to them.
In this point already you need a SYSTEM
That yes, you need a SYSTEM thought about the real needs your clients and about those your Clinic.
A SYSTEM that boasts designs on the basis of some previous objectives, and must plan some directed strategies to secure those objectives.
But before entering to describe to those objectives and strategies, I want to do some to you questions:
- What you do with the clients who arrive for the first time at the Clinic?
- You have some SYSTEM to cause that those clients return?
- You have some SYSTEM that can influence in the habits of consumption of your clients?
And most basic of all
- You construct a list of clients with data as the date of birth, and the e-mail? And more important still, you use it somehow?
It would like me that you participated in this article and you left the answers me to these questions in the commentaries ok?
Good, once put in flour, we are going to design the objectives that you must consider and the strategies that you must implement, to have a permanent and efficient contact with the clients of your Clinic.
Objectives that must have your Clinic
- To have one lists, at least, with the name, the email and the date of birthday of all the people who enter your Clinic (and in your Web, but that we spoke it another day). The perfect excuse is the one to mount a Club of Clients.
- Quantitative objectives
- You want to let grow the list of clients
- You want to sell more to your clients
- You want to retain more to your clients
- You want to catch new clients.
- Qualitative objectives
- You want to offer to your clients what they want or really they need.
- You love clients who feel that they are fundamental part of the Clinic.
- You love clients who really feel satisfied to promote your Clinic.
- You want to show your clients all the capacity and effectiveness to them of your services and products
Strategies to achieve the objectives
- The one of Welcome. Indeed, you will give the welcome to all clients, inviting them to comprise of your Club of clients. In this way we will begin to construct the list (objective 1).
- The Diffusion of the Club Client. You will make diffusion of your form from subscription to your Club Client by your webpage, by social networks, by means of flyers¦ so that so many people are united to the Club as they want (objective 2,1).
- The Strategy of the complementary service, about launching of product or service, by vol. investment¦ is of focused strategies to secure a greater consumption on the part of your clients (objective 2.2)
- The Recovery of clients. You think that a client yours who feels like care, informed, that receives some promotion¦. he is going to be easy that he resorts to the services of another Clinic? I know that it will be difficult that happens. (objective 2,3). But some client would have that temptation, you can implement recovery strategies, for example with all the clients whom a certain time does that they do not go to your Clinic.
- Strategies to share in social networks , see with a friend¦ Your clients will be proud to take to your Clinic to their friendships since they are enchanted with the relation that they are obtaining with you (objective 2,4).
- If a client yours is not interested for anything in the surgery, you don't think that he is better to offer your other services to him? , those by which yes it shows interest? Give what really they want to them and you will have faithful clients (objective 3.1)
- Invite them to events, informed tenlos into your last successes, your last presentations, really, beam that feel as a member of the family of your Clinic (objective 3,2).
- It restores the day of the new partner and asks to them your clients who come with their friendships. It asks your clients who share your information in their social networks. It thinks that they are enchanted with the relation that they have with you. They will do it without a doubt. Who does not promote does something than feel like part? (objective 3,3).
- Newsletter. You must create one, and if you have it, use it correctly. Your clients must wait for your publication (weekly, biweekly, monthly¦ you decide although I recommend to you, at least, one to the month) in which them information of the last new features of your Clinic, your sector, last products¦ You will demonstrate to them that you are to the last one. That they are in the best hands ð
He is not bad truth? and all this How I do it? What tools I need? How I define in detail the strategies? ¦
You do not worry, we will be seeing these subjects in detail in other articles, but you want to know a SYSTEM effective, gratuitous, detailed and proven BEAM CLICK HERE
Good, if you think that this article you has served for something, if you think that the information that I have provided to you has value, comp¡rtela. After all we received what we give no?
Until in a moment.
Before entering how to formulate a Plan of Email marketing for your business, you must know that at the moment the channel of more profitable marketing for businesses is the email marketing.
The email executed marketing correctly will report 40 Euros to you of benefit by each Euro inverted in him.
As you see, this cannot say anyone to it.
Why you need a plan email marketing?
But the problem that I am when knowing proprietors of local businesses that already work with the email marketing for their clients is that they do not have any plan of action, and so they do not operate to the maximum the potential of this so profitable channel.
It thinks well about this¦ If simply what beams are to send emails to clients being offered to them what you create opportune at every moment, it is very probable that you do not secure good results with those campaigns, since they will not be aligned with the positioning of your business.
Thus, to obtain that the email actions marketing arrive in their maximum expression at your account of results, you need to construct a Plan.
A Plan of Email marketing is very similar to any type of marketing plan that is carried out in a business, since it consists of an analytical part, another strategic and another tactics.
But for you see the simple thing that a good Plan of email gets to be to implement you yourself marketing, I have divided its execution in 7 simple steps.
Step 1: It defines your hearing
If you do not know to who you want to arrive, certainly you are not going to them to arrive.
Or even worse: If you want to sell to all, you will not sell to anybody.
You must know more approximately possible your potential clients, who are going to be the adressees of your emails.
Center you in a single person, visualizes it with all forces. One is about Pepe, or Juan, or Maria, or of¦.
Coje a sheet of paper in target and begins to write that it thinks, that says, that it sees and that person listens who you visualize as your ideal client.
At the most you know your client, better you are going to be able to focus that and when you are going to him to send by mail so that those shipments become clients and business.
Step 2: It determines the Objective
Before home to construct any shipment to your clients you must know clearly what is the objective who you persecute with him. Why you are sent it?
The main objectives that you can persecute with the email marketing are:
#1 Educar to your clients
#2 Conseguir authority
#3 Fidelizar to your clients
#4 Incrementar the number of clients
#5 Conseguir a sale
#6 Crear or to increase your brand
#7 Recuperar clients
If your email does not have a clear and direct objective, most usual than you pass is that it does not obtain any.
Step 3: To compile content to hook your clients
Once already you know clearly who (with whom you want to contact by email) and why (which is the objective that you persecute), is the hour to determine what (what type of content you are going to him to send).
Before entering in particular this aspect, I want to do a very important reflection to you.
Your client has left his email you because she is interested in that you send information to him. But you must have present that nowadays, that client, certainly is receiving hundreds of emails every month in his inbox.
For this reason, your obligation is to send information to him of great value for him.
Before sending the information, you must be placed in the shoes of your adressee and be asked What there is here for my. If in your communication there is no a unique message, clearly, direct and of great interest for your client, more likely it does not open your email, or it is even terminated of your list.
For this reason always you must send value to your readers. Great doses of value.
You can basically send 2 types of content that will generate enlistment with them:
- Content on your business: Here you can send promotions, supplies, discounts in your products or services. Or also you can send the news that it generates or in which it appears your local business.
- Content not directly on your business: Here you can send to your clients, for example, pills of information that form to them in aspects related to the products or services that your you sell, or the last new features in your sector to have to them informed to the last one, or real cases of success with your products or services.
That one really important is that the content that you send here is excellent and of interest of your clients.
You must know how to combine types of content both, since it is not good only for sending purchase proposals. By email more with the persuasion than with the direct sale is sold.
Step 4: To prepare a summary of your objectives
Once already you have determined that type of content you are going to send to your subscribers, you must place of strategic way those contents in an annual calendar.
I recommend that in this point lame the objectives to you that you have marked yourself in Step 2 and you establish campaigns at different times from the year to obtain them.
Once you have this, it places each one of the campaigns inside, and it determines what type or types of contents is going to include each of them.
The best form to see is establishing it an example:
Step 5: To determine the shipment frequency
A very important aspect is the frequency of shipment of communications with the list of your clients.
In this point many types of different opinions exist on which it is the best frequency of shipment.
According to my experience, a perfect frequency does not exist. This must depend mainly on the type of business and on the value that I contribute to your clients.
But I can establish that your clients must receive shipments yours as minimum once a month and at the most 2 or 3 to the week.
Step 6: To create a Calendar of Email detailed marketing
The last step to start up your Plan of email marketing is to place in the annual Calendar, the day and the hour that will be sent each one of the mails.
In this case, and it is what differentiates this passage from the quarter, I am talking about to detail in the calendar each one of the shipments to realise, and no longer only the campaigns and the objectives that you persecute.
This it is also the moment at which you must establish for each shipment details as the title of the email, the sender, the text and all the aspects of each shipment.
Once executed this step, you will already have all the detailed content of each email to send.
Step 7: It reviews and it optimizes
The Plan of Email marketing of your business must be an alive and dynamic element.
From the results of the different shipments in relation to the objectives that you have marked yourself, you must analyze his degree of fulfillment: You have obtained that Xs clients come to your store to buy a certain product? or You have obtained that a X% of your readers will be the email in the qual you taught as applying to a certain product newness to them in your business?
From the observation and the measurement of the results of the different campaigns, you must be modifying and adapting your Plan to the obtained results.
Thus you will optimize continuously the results that the email marketing contributes to your business.
The Plan of Email marketing of your business is as a map to secure the objectives that you have marked yourself.
If you do not know the point at which you set out to arrive with the email marketing ten by certainly will not arrive at no side, and will invest to time and money without obtaining the results that you could hope in the case of acting of strategic way.
And do you, have a Plan of Email marketing for your business? That fulfillment degree has? You are reviewing It?
I wait for your commentaries and experiences. If it is to you useful east post for your business I would like that you shared it in the social networks so that more people can take advantage of her content.
After some weeks in which it had not been able to record the last video of the email course marketing with Mailchimp for stores and restaurants, finally I can share this last delivery to you. In this last delivery of the course you will discover which are the statistics of the email marketing that you must control to measure the results of your campaigns.
As they are the essential things that I must find out of the result of a campaign?
At the time of sending any campaign of marketing for your business, in all the types of investments in marketing that you realise for your business, it is essential that you can measure the economic performance of the same.
Whenever you send any action of marketing and you do not know the following information, you will be throwing your money to the trash:
- How much the action has cost you (in time or money)
- How much benefit has contributed the action to you (in money, clients or repercussion)
Then exactly the same it passes with the campaigns of email marketing of your store or restaurant. You always must know whichever you has cost each shipment and whichever business has generated to you.
In order to be able to arrive that is to say whichever business it has contributed the campaign to you to the business I propose to you that controls 3 aspects nail of the statistics of Mailchimp:
- How many from your clients they have received the campaign.
- How many of your clients they have opened the mail of the campaign.
- How many of your clients they have given a click to your campaign.
As you know, these data have funnel form. That is to say, the later data always is only a part of the previous ones, being smaller its number whenever it goes to the later stage.
There is a fourth data, for most important my, than Mailchimp does not facilitate to you: Whatever of your clients have come to your restaurant or lies down to buy or to consume as a result of a concrete campaign, and therefore, whichever money in benefit has left a certain campaign you in the recording box of your business.
In order to be able to know that data I invite to you to that you are very pending of the news that I will send in some days to you on software which we have developed to be able to control that data in your business.
ClubClienteVIP is a software that works next to Mailchimp and that will allow you, between many other things, knowledge exactly the ROI (return of the investment) of each of your campaigns of email marketing.
If today you do not know whichever Euros have generated you a campaign by each Euro that you have invested in her, the best thing is than you do not invest¦ you are going to lose much money.
As they are the data that I must be able to wait for of an email campaign marketing?
Although he is complicated to respond of a generic form to this question, since it depends on the type of business, of the type of campaign and of how this one has been executed, from my experience and mainly from the data that to us Mailchimp facilitates, I can give a general rule you that must serve you as guide.
In case you will send a campaign to 1,000 clients, you could hope that a 25% of them opened the mail.
Also, only 30 people of the 1,000 will give click him to some connection of the sent mail.
And you could hope that 7 people will respond to your campaign and bought or consumed in your restaurant or lies down.
From which you know these numbers, she will be to you very easy to be able to know if a campaign has been to you beneficial or and that investment return has not had for your business.
In summary, always you would have to know for each campaign in particular the following data:
- Emails sent
- Emails received
- Emails open
- Emails clickados
- Realised sales
And up to here this course. I hope that you have enjoyed so much as I. You intention to that you apply everything what there are shortage in him and you will see grow your business of exponential way.
I hope to receive your commentaries and experiences with the course or your business by anyone of the habitual channels.
It receives a warm greeting and until the next course (I believe that already I know clearly which is going to be).
When I ask to him a client which is its objective when home to work, it says almost always to me that to sell more or to have more clients. Today I am going to concentrate in how to secure that objective of a form different from which the great majority does: to sell more present clients.
Why to sell present clients it is the shortest way more towards the success?
When any business considers the necessity to sell more, normally it is sent to obtain new clients.
You must know that 3 ways exist to be able to sell more in your business:
- To obtain more new clients
- That the present clients buy more (they increase the value of the ticket and its frequency of purchase)
- To reclaim lost clients
Even though that, as he told you, almost all the proprietors of businesses send themselves to by the first option, you would have to know that the fastest, cheap and sustainable form to increase the sales in your business is the second option: To sell more your present clients.
This greater sale can have 3 forms:
To sell more products or services to them.
To sell more expensive products or services to them.
To sell to them most frequently.
Anyone of the 3 forms is very valid to secure the objective to increase the sales in your business.
When before it commented to you that it was the cheapest form, referred to me to that the cost of acquisition of a new client is of 4 to 6 times more expensive than the cost of maintenance of a client whom already it is buying to you.
The results of this type of activities are so spectacular because with an increase of 5% in the ratio of retention of clients you would produce an increase among the 25 and 95% of the benefits in your business.
The Arms What you need to have to sell more to present clients?
Once we know clearly that this it is the shortest way, you must know as they are the elements that you are going to need to be able to sell more to present clients:
#1 a list of clients
Or I have often commented to you in the entrances and in the videos that are essential that you begin or one lists with the data of your clients.
Nowadays whenever you see a client leave by the door of your business without having its data of contact (at least the email), you would have to see as a ticket of 100 or 500 Euros goes away by your door.
Without one it lists. you are going to continue rowing from zero every day to take clients to your business.
I do not advise it to you!
#2 a registry of the purchases
Although it is not essential, if he is very recommendable to count on a system that allows you to register what and when they buy your clients to you.
If accounts with that information, its later operation will give to majors benefits you, since you will be able to give each client what it is hoping to be able to buy to you because adapts to its needs and habits.
#3 Automatizar the system of communication with your clients
As in the previous case, you can sell more to your present clients without needing automating the sale system.
But we are realistic¦ It does not have sense to more cheap spend your time in which a machine will do faster, more efficient and than you or anyone of your employees.
The automatization of the system of communication and promotion with your clients is the sour cherry of the pie and the best investment for your business.
The Bullets How to cause that your present clients buy more to you?
Once already you have the elements that your business will need to sell more to your present clients, you will have to equip to the system with the keys that will cause that your clients buy more to you, spend more money, and they do it with more frequency.
#1 the cross-selling
One is to be useful that a client buys a certain product or service to you to present one complementary one to him.
A classic example of cross-selling would be that one store of clothes that send a promotion of jackets to all the buyers of trousers.
#2 Agradecer the purchase with some type of flattery
To the clients we like that they have deferences with us.
Thus, your clients will be thankful that on the following day or after a few days of his visit to your business, you send a note of gratefulness or any type to them of flattery.
This flattery can be for example from a coupon so that they return in X days, to the invitation to an event that celebrates your business in some days.
For example, if you are owner of a restaurant, you can send to your client a note of gratefulness by his visit with an entrance for a class of group kitchen to celebrate in the following dates in your restaurant. You will fidelizar¡s to your client, and if you add to him that she can attend with a friend, you will catch new clients for the system (you do not forget to include to the friend in your data base).
#3 Enviar useful advice and recommendations to your clients
This it is the example of a good work that does not cost money. You only must invest to time and wisdom.
He contributes value to your clients. Teach to them how to use your products or services. Secret samples of the field where you move.
For example, if you have a store of painting materials, it sends to your clients one or two videos to the month of how applying that painting type that is used so much for X work. They always are going to return to buy to your business when they need painting or anyone the products that you sell.
#4 Dar a special treatment to your clients VIP
Certainly all clients are not equal.
More likely 80% of your income come from 20% of your clients (Law of Pareto).
It takes care of to these clients as a gold.
Give special things them.
They are the base of your business, and the principle from which to construct any thing in him.
For example, if you have a product store delicatessen, it invites free of charge to your 10 better clients to an exclusive presentation for them of products of the new season. You are going to see as this small investment multiplies in the next days or weeks (if night does not do it in sales in that same afternoon/).
#5 Dar to know your present clients what is what your you sell
Often your clients buy a certain product in another business because they do not know that you also sell it. That cannot happen to you.
He is very cheap and effective to cause that your clients know exactly in which you can help them and as they are the products or services of which you arrange.
For example, if you have a hotel and you also commercialize excursions, it sends to your clients a promotion so that they know that excursions can do. Send information to them on those excursions, leaving them clear that they can acquire them in your hotel. I propose to you that you stimulate to them with the small flattery by its purchase (for example a white coffee free next to the chimney of the hotel).
#6 Tratar to your clients by the name
To all we like to feel us special and that they take care of to us personally.
That is one of the strengths of the small and medium businesses.
If you have a list of clients, I recommend to you that you use for knowing it the name of your clients at least, at the moment at which they are in your business.
The fact to make feel comfortable your client will cause that more money in your business is spent.
One of the keys to sell your present clients is more that more money in your business is spent.
One of the best forms is the Upselling.
It consists of adding to some extra characteristics to the product or service that contributes to major value and price to him.
Thus for example, if you are owner of a beauty parlor, you can propose the client that has contracted a dye to you, the application of a certain special product for the hair dyed by only X Euros more.
#8 Preguntar the opinion and to ask feedback your clients
It does not have nothing else rewarding that knowledge that worries about one.
Then that is what you must do with your clients.
A good form to do it, once has consumed the product or service that they had contracted, is to ask to them on its experience and on what things value and what things you would have to improve of the same.
You are going to kill two birds of a shot: the client will feel special, and you will be able to improve every day your business with his contributions.
An example could be, in the case of a hotel, send an email being thankful the visit and inviting to answer a small survey online, the next day to check-out of the client in the hotel.
Since you have been able to verify, if you need to sell more in your business of constant and profitable way, the best form to do is selling it more to the present clients of your business.
Until you do not have or optimized the promotion of your goodwill you do not send yourself search new clients by means of advertising or similar investments.
It is much more difficult and expensive that somebody that does not know you buys or consumes in your business, that does it somebody that already is your client.
With this I am not saying to you that you do not look for new clients. No. With this I say you that first you make profitable your clients well and who later you look for new clients, but not to cold door, but raising with a lever you in which already you must to obtain of new. But this already I am going it to leave for a post for more ahead.
Gustaria me who you told me if you have considered to express of profitable way your base of clients, and if so how you have taken it to end.
I wait for your commentaries and contributions in the blog or the social channels. A greeting