Gilmore Relationship Marketing

. ...Send a Message

  • About
  • Overview
  • Launch
  • Management
  • Training
  • PURLS & CURLS
  • QRCodes
  • Newsletters

Google+ Pages: challenging the Twitter/Facebook Duopoly?

Posted by Gilmore Relationship Marketing on November 8, 2011
Posted in: Business, Marketing, Social Media. Tagged: Business, Business Pages, G+, Google Plus, Social Media, Social Media Marketing. Leave a Comment

Google+ joins Twitter and Facebook as a key player in the social media marketing game

Until now, a solid base strategy for building a social media campaign was to claim your Twitter account, build a Facebook fan page to reach your audience, populate them with keyword rich content and engage. Next, add media that you first post on specialty sharing platforms like YouTube and Flickr or Vimeo and Photobucket then post all of it back to Twitter and Facebook. Finally, you might look at things like blogs, LinkedIn, social bookmarking, groups, and so on but the standard was ‘start with Facebook and Twitter’. Yesterday Google threw a new player into the game that challenges the Twitter/Facebook duopoly as foundation social media marketing tools for business.

Google+ launched personal profiles in late May and immediately there was a demand to support business profiles. The adoption of Google+ as a social platform had its ebbs and flows of excitement as invites became available and then quickly evaporated over and over during the ramp up but, once they opened access to the masses, people quickly jumped on and bought in. The high adoption rate of Google+ has a lot to do with how integrated Google is with people’s day to day lives. The subtle allure of the Google+ link was there when you checked your Gmail, your Reader, Google Docs and even just to search. It was incredibly easy to get caught up and sign up.

Add A Google+ Page

To create a page look for this link on your personal Google+ profile

Then there is the format. Google+ takes the accessibility of Twitter where you can follow anyone and the inline media and the extended posting of Facebook where images, videos and more than 140 characters display within the newsfeed. They also streamlined the grouping of similar followers making it easier to maintain specific newsfeeds and target audiences. With Twitter and Facebook this is a tedious process to say the least.  And yesterday Google launched Google+ Pages for businesses, brands and celebrities.

Some are criticizing the simplicity of the Google+ Pages. They are, after all, just profiles with a +1 button that can’t follow someone until that person follows them. But they did JUST launch and, considering that Google+ has launched numerous updates for personal profiles in just a few months, we know we can expect regular enhancements and add-ons in the days to come for Google+ Pages.

These G+ icons will soon be everywhere

For businesses on the fence about setting up a Google+ Page, think of the cost of not setting up a Google+ Page for your business. Think of the power that Google has over searches and online advertising. Google’s vision for Pages and Google+ in general is much more than we see now. There is more to come and more people (and businesses) are joining every day. Going forward, for at least the near future, the new standard for social media marketing campaigns will be built on a foundation of Google+ Pages, Facebook Pages and Twitter. Google+ Pages are just getting started, businesses should jump on and enjoy the ride.

Send a Message:

Like this:

Like Loading...

TEDx Ottawa – Gems and Reflections

Posted by Gilmore Relationship Marketing on November 4, 2011
Posted in: Business, Events. Tagged: Events, Inspiration, Ottawa, TED, TEDx. Leave a Comment

Leading up to TEDxOttawa I was quite excited and anticipated it greatly, this was my first TED event and I wanted to tell everyone that ‘I’ was going! This is no small feat, since (if you are not familiar with TEDx events) there is an application process to attend and from the applications only a limited number of people are actually invited. I applied and although I was not accepted in the first round of people I was invited in the second round – I wasn’t complaining, I took it! When I received the invite I was positively giddy and I was telling everyone – but I was amazed at the number of people who stared at me blankly when I gushed that I was going to TEDx. I was shocked at how many people had never heard of TED, never seen a TED Talk and didn’t know what TED was let alone TEDx. So, in true TED fashion, since it is all about ‘ideas worth spreading’ I told them about TED. I shared some of my favourite talks (The Book of Awesome, Al Gore’s ‘Our Choice’ fully interactive e-book for iPad) and explained that TED stood for Technology, Entertainment and Design and is a conference where great minds come together to spread new ideas and get inspired. TEDx is simply an independently run TED event, following in the same spirit as the official TED conference. The theme for TEDx Ottawa was ‘creative actions’.

This TEDx Ottawa was held at the Algonquin College ACCE building and although I wished I had stopped for coffee before arriving, the venue was gorgeous and the stage was striking. The music leading up to the opening of the event was pumping and energized the room – it was a strong first impression. The MC Jeremy McQuigge was high energy and grabbed our attention and stole some smiles when he stepped up. He hit the nail on the head stating that the audience was a who’s who of social media personalities, students and Algonquin alumni – it was easy to recognize a number of people from their avatars and photos. Setting the tone for the day, Jeremy quoted Alvin Toffler “The illiterate of the 21st century will not be those who cannot read and write, but those who cannot learn, unlearn, and relearn.” So we settled in to learn, unlearn and relearn.

Here is a collection of the ideas and quotes I felt were worth spreading from the TEDx Ottawa event. Some speakers were stronger than others, some topics more impactful and revolutionary than others but these are the ones that spoke to me.

The Art of Doing by Steve St Pierre; designer, writer, cross Canada traveller

Steve kicked off the event with a ‘just do it’ pep talk, filled with great sound bites, inspiring quotes and motivational anecdotes that have popped into my head time and again post TEDx.

“So much time is wasted revisiting the idea of getting started instead of just getting started.”
“Things obvious to you could be incredible to somebody else.”
“Share you ideas, talk about them, and write them down. Don’t worry about people stealing your idea, they can’t realize it the same way you can.”
“If it is already done, do it better.”
“When you share your idea, you turn your support system into your nagging mother, so it gets done – like making your bed, doing the dishes.”
“People can suffer from death by project management – if you were to list out the steps to every little task even getting a snack looks daunting.”

How I got my Mojo Back by Kelly Catana; Mom, blogger, media personality

Kelly made the decision to change her life dramatically. Her story started as one that many can relate to and when she realized she was in a rut she made a decision to make a change. Joining Twitter was a catalyst to her change. Twitter connected her to others that she could relate to and people that inspired her, Twitter empowered her.

“No one is going to say ‘you need to do this’. You need to ask for opportunities. You need to think big and go big. You need to pitch yourself.”
“Missing the mark doesn’t mean you stop, it just means you change direction.”
“Pass on the crazy people, find your mentors.”

A creative vision for the future… by Nick Charney; public servant

Nick presented a vision for making government processes around grants more accessible for small businesses and startups. He spoke specifically about government processes but the ideas can be applied to many organizations.

Move your processes online and offer easy self-serve options – don’t make it work to work with you.
If you offer multiple services or products be proactive and ‘suggest’ other things that might be of interest to your user. Provide an easy link within the original process.
Have data follow users through your site, no one enjoys filling out the same info multiple times.
Have forms integrated in your site, not separate documents.
Revise your FAQs regularly – make them easy to access during the process, use ‘user’ language to improve searching.
Provide links to resources that might be helpful to your users.
Use social media to get feedback on your products, services and processes.

Healing Architecture – Bret Cardinal; Architect

Bret presented fascinating facts that I have never considered about society, culture and the buildings we spend our lives in. You can see a departure from traditional office layouts in modern workspaces and see the impact is has on creativity, connectedness within the team and productivity. Bret took these trends and ideas to an entirely new level, exploring buildings like living organisms and borrowing awe-inspiring patterns and designs from nature.

“We tend to design homes around the plumbing – or the toilet, why don’t we design around culture, family?”
“Elders are like books of knowledge, in some societies we put them in separate homes (like books to a library), in others we make them the center of the family.”

Don’t Waste Student Work by Jim Davies; educator

His message was to make learner assignments meaningful; people are putting real effort into projects – make it make a difference. When learner work is ‘real’ it motivates them to do better, they learn the content better and it benefits someone. Whether the assignment contributes to an online learning tool for others or actually engages real life situations, instructors should design assignments that make an impact on the world.

There are over 20 million post secondary students in North America doing hours and hours of assignment work each semester.  What would happen if all of those assignments were designed to be meaningful and real?

This talk made me look at even our corporate training to see if there was opportunity to learn from meaningful assignments, not ones that just get graded and tossed or filed.

Social Work Through Hip-Hop by Stephen Leafloor “Buddah”; social worker

Buddah shared some touching and inspirational stories from his youth and career as a social worker that I cannot do justice to in a recap – filled with messages of hope, perseverance and the importance of culture and community.

“Each one, teach one. We all have a responsibility to mentor someone.”
“Strong people ask for help, why don’t we tell our children this?”
“Every culture has a drum. Put your hand on your heart, there’s yours.”
“You can create something outta nothing.”

—-

In the end, TEDxOttawa was not necessarily what I expected. It didn’t have the polish and power of TED Talks that I had anticipated from what I had seen online. It did, however, provide some new ideas, inspiring and motivating stories and allowed for some great networking between talks. The students and people new to TED seemed to enjoy the conference but some others who were familiar with TED and expected more consistent, polished speakers, did walk out. I can see why. Even still, I was glad I stayed to the end to see the speakers mentioned above, capture a few gems and make some amazing contacts between sessions. I will also give a nod to David Martel and his band who performed during one session. Generally I am a bit of a curmudgeon when I am in work or academic mode and don’t want to be distracted by ‘fun’ but David Martel and his group have a great vibe and put on a fantastic performance, so I was happy to have been introduced to their particular indie sound at TEDx.

They did show a few videos of official TEDTalks and these were great examples of the speakers, ideas and presentations that we expect from TED and TED related events.  I encourage anyone who is not familiar with TED or these particular talks to check out the links below. This is where I get inspired, motivated and excited about learning.

Aaron Koblin: Artfully visualizing our humanity

Neil Pasricha: The 3 A’s of awesome 

Johanna Blakley: Lessons from fashion’s free culture

Send a Message:

Like this:

Like Loading...

10 Photo Ideas for Your Business Flickr Account

Posted by Gilmore Relationship Marketing on October 19, 2011
Posted in: Business, Social Media. Tagged: Content, Flickr, Photography, Social Media. Leave a Comment

So you’ve decided to jump into social media to help promote your business and just like all the websites and gurus say, you have claimed your Twitter, Facebook, YouTube and Flickr accounts for your company. Good job! Now what? Start posting content, they say – but what exactly are you supposed to post for photos if you are a software company, service provider or just don’t know where to start?

Here are a few photo ideas to get you started:

  1. Your logo on display on a stack of letter head, envelopes, or on a wall; wherever it can be seen and photographed to look interesting!
  2. Your entrance or the front of your building – if the full picture isn’t appealing focus on something specific around the entrance: a door handle, garden, statue, curious squirrel, the company sign or the company name on the buzzer button. Get creative! Help people associate the entrance with your business.
  3. Your website on a computer screen; a frame within a frame can be a cool photo! Try a crazy angle, include the art on the wall behind the screen or your ‘deskscape’ to compose a creative image.
  4. A happy customer – this can be posed or candid or a few of each!
  5. Your product or service ‘at work’ or ‘in action.’
  6. The team – you can do a few of these: working hard, posed, goofy posed, recreating a famous scene, relaxed or get the team to come up with some ideas.
  7. Your office mascot (animate or inanimate.)
  8. Awards, certificates, diplomas on display.
  9. Map or globe showing your service area.
  10. Tools of the trade; stuff you use every day – these can be great for abstract or out of context macro shots.

Bonus:

  1. City shot, cityscape or landmark highlighting your area of town, this will help local customers identify with you.
  2. Your bookshelf of industry books/publications or 80’s bobble head figures – whatever you keep on your bookshelf and consider using different perspectives or angles to make a ‘boring’ bookshelf intriguing.
  3. A product ready for delivery, showing the packaging or shipping method – this could be anything from a brown wrapped box to someone pushing the Enter button.
  4. Business cards – fanned out, stacked, in unusual places, being passed out, posted on a board or dropped in a bowl.
  5. Concept shots (“hard days work”, “go big or go home”, “perseverance pays off’ etc.) Think about what these concepts mean to your business and try and capture that in a photo.
  6. Tradeshows – your booth or you visiting. You can create an entire album of tradeshow photos to keep them organized. Get the names of the people and businesses you capture in your photos and use Flickr to share your photos with them afterwards, they may help promote your Flickr page to show of the picture of themselves!
  7. Events – grand openings, community events, volunteering events. Again, albums are great for grouping multiple photos on the same event or product and remember to get names and tell people where they can find your photos.
  8. Newspaper/magazine mentions – stage the shot a little with a coffee mug beside it, open on a waiting room table, in someones hands, circled with red marker, on top of a news stand or framed on a wall.
  9. Anything ‘behind the scenes,’ funny or productive; people answering phones, stacks of raw material, piles of work in the in box, a shot of the music people listen while working to like a stack of CDs or an iPod on a desk, impromptu meetings, drafts, partially completed products, sketches in notebooks, anything that shows a peek inside the working of your business.
  10. How you decorate for special events and holidays or that guys desk done up like a control console straight off the bridge of the USS Enterprise.
  11. Company vehicles, especially if they are wrapped or showcase your logo.
  12. Any internal recognition like employee of the month, commendation letters or cards of thanks.
  13. New product launches and features being showcased or demonstrated.
  14. New employees, vendors and partners that aren’t camera shy.
  15. More happy customers (you can never have too many of these, and it helps promote your customers too!)
Have an idea for a business Flickr photo not mentioned here? Please add it to the comments section!

Tagging

Once you take the photos, upload, tag and describe them. Tagging is important; it will help people find your photos and that’s how they will find you. You can use more than one tag on your photos and when picking tags, think about what people search for when they want a product or service like yours, use those keywords in your tags.

Groups

To help more people find your photos you can join Flickr groups. Flickr groups focus on specific types of photos like a style of photography or a particular subject matter.  For example, if you have gone to great lengths to organize your office or work space or sell a product to help people stay organized, there is a group called ‘Pretty Organized’ with 4,500 members all sharing photos of neatly organized spaces!

Search for the themes related to your photos or industry using the search bar at the top right of the Flickr page then select Groups on the result page to see all of the groups that match that topic. There are some beautiful groups focused on “Warehouses”, “My Desk” “Retail and Stores”, “The Business Card” and pretty much every industry, product and service you can think of. And, if there isn’t a group for the topic you want to share, you can create one! Once in a group, share your relevant photos and take a look at the discussions for opportunities to engage with the community.

Please note: It is against Flickr community guidelines to use your account to host web graphics, logos and banners as well as using your Flickr account to ‘sell’ or as a product catalogue. Be sure you include some photographic elements in all of your photos and check out the complete guidelines at www.flickr.com/guidelines if you want more details.

Send a Message:

Like this:

Like Loading...

Relationship Marketing – Typical Campaign Cycle

Posted by Gilmore Relationship Marketing on October 12, 2011
Posted in: Marketing. Tagged: Direct Mail, Direct Marketing, Relationship Marketing. Leave a Comment

Professor Gill Moore

In August and September of 2011, Gilmore Global and Gilmore Doculink launched a direct mail and email campaign with a virtual lesson on Relationship Marketing. It included an animated walk through of a “Typical Campaign Cycle” featuring the adorable “Professor Gill Moore”. We sent the personalized campaign to Marketing executives and professionals across Canada and the US to help them ask and answer the following questions:

Are you making the right offer?

Are you keeping your customers focused?

Is your communication personalized?

It reviewed the roles of QR codes, PURLs, CURLs, microsites, email marketing, data driven responses and SMS as integrated elements of a total relationship marketing solution.

Whether you are new to the industry or an experienced marketer, we feel the relationship marketing life cycle presentation is something that will add value for you.

When the campaign launched, Gilmore ran an incentive to win an Apple iPad for participants that went through the entire campaign life cycle presentation and we are pleased to announce that Susan Peterson of Winnipeg Manitoba was our lucky winner! Congratulations Susan!

Congratulations Susan Peterson of Winnipeg Manitoba!

If you would like to learn about the typical life cycle for a relationship marketing campaign you can still complete the virtual walk through by clicking here. Unfortunately, the iPad incentive is now over but the information is still valuable and can help you learn about and plan a comprehensive relationship marketing campaign.

If you would like to speak with our marketing team about working on a campaign you can reach us by email at Marketing@Doculink.com.

Marketing's Missing Link

Send a Message:

Like this:

Like Loading...

5 Tips for LinkedIn Personal Profiles that Help Promote the Company & Company Profile

Posted by Gilmore Relationship Marketing on October 5, 2011
Posted in: Business, Marketing, Social Media. Tagged: LinkedIn, Privacy, Social Media. Leave a Comment

Normally I would say leave your employees’ personal use of social media alone; personal is personal and business is business but LinkedIn blurs the lines between personal and business use on a social network.  On LinkedIn employees are closely tied to their employers, past and present and can reflect positively or negatively on the business. If employees are going to take the time and effort to have a business presence on LinkedIn, it is worth the time to engage your team and help them have a polished profile, which will reflect well on the company.

Here are some tips to review with your team members to help improve their profiles and complement the company profile:

1 – Link to the Company

Make sure personal profiles are properly linked to the company profile; properly linked positions will have a page icon beside them and improperly linked ones will go to a search page when clicked (and not a company profile.)

To properly link a profile to a company page:

-       Select Profile
-       Select Edit Profile
-       Select Edit beside the position for the company you wish to link
-       Select Change Company
-       Retype the name as listed on the company page
-       A drop down box of company pages will appear, select the correct page from the list
If you work for a specific division of the company that does not have its own LinkedIn page you can customize how it appears on your profile by:
-       Selecting Edit Display Name
-       Customize how the company name shows up on your profile
-       Click Update to save

2 – Customize your Headline

The headline auto-populates to your position and company: “Sales Manager at Acme Co” but you can customize this to be more descriptive and interesting (and utilize key words that will help you turn up more often in relevant searches.) Instead of title and company you can change it to something like “Specialty Widget Sales Manager for a Particular Industry.” Think about what people would be searching for when they want to find you and use those key words in your headline.

To edit your headline:
-       Select Profile
-       Select Edit Profile
-       Select Edit beside your name on your profile
-       Update your Professional Headline
-       Select Save Changes when done

3 – Write for your Audience (and the search engines)

LinkedIn has many uses including making connections for recruiting, sales, partnerships, vendors, charities, communities and more. When writing up your Experience consider what you are looking for; if you want to increase links to the company profile and encourage connections that may be leads and prospects, don’t write like you are looking for another job – think sales and marketing instead of resume. Think about what is interesting about the role you play in your company, why should people do business with you, and don’t forget to include key words that people might be using to find a resource like you. If you are an employer you may want to provide a list of key words to your team and encourage them to use them in their profile. Fill in your Experience, Summary and Specialties considering your audience and using your key words.

4 – Add Links

In the Additional Information section you can add links to various websites like company pages, blogs, portfolios, other social media and any other site you want. When adding a link to a website there are options like Company Website but if you select Other you can customize the label to the company name or a description of what the site is. If you work in a particular department or on a specific product that has its own section on the website you can feature that by adding the deep link, labeling it Other and calling it something like “Acme Awesome Product X – My Focus.” There can be multiple websites so adding company links will not interfere with more personal links you want to share.

To add links:
-       Select Profile
-       Select Edit Profile
-       Select Edit beside Additional Information
-       Beside Websites select Other from the drop down box
-       In the next field type in the custom label you want to display for the link
-       In the next field enter the proper URL
-       Add up to 3 URLs to your profile
-       Select Save Changes

5 – Be Visible

There are a lot of privacy settings on LinkedIn, just as on most social sites, but having parts of your professional profile hidden makes it look like you might have something to hide. When people look at search results and company profiles they will see a synopsis of your personal profile. A recommendation would be to only put things on your profile that you are willing to share with anyone and open your profile up for all to view for maximum visibility.

To manage your privacy and visibility settings:
-       Select the drop down button beside your name in the top right of the page
-       Select Settings
-       Select the Profile tab to display the privacy settings
-       Review and set the privacy settings for: activity broadcast, activity feed, viewed profile, connections and photo to as open and visible as you are comfortable with

A note on the photo – you should have an image to complete your profile, if you are not comfortable with putting your picture out there or don’t have an appropriate photo (professional headshot) to use at the moment, use a company logo (with permission) or an image relevant to your position or industry.

Send a Message:

Like this:

Like Loading...

Win back business customers

Posted by Gilmore Relationship Marketing on September 28, 2011
Posted in: Business. Leave a Comment

Even the most successful businesses will have customers stray now and then, the best businesses are able to win those customers back and if they do it right can ensure long time loyalty that no new acquisition could offer. The problem is that the default marketing/sales and business plan for most companies is highly tilted towards new business acquisition and then maximizing on existing clients, and rightfully so – but it shouldn’t stop there! A well flushed out marketing or business plan will also include retention efforts to reduce the possibility of churn and a plan to attempt to save business that threatens to leave. Finally, the part that is horribly lacking in most plans – even for some large corporations is the win back plan to bring back customers that have already taken their business elsewhere.  If you don’t plan retention or win back solutions then when the threat of a customer leaving rears its ugly head you won’t have a game plan, you won’t have a script, you won’t have a return on investment threshold and you probably don’t truly understand the value of that loss. If your retention and win back philosophies are not well communicated throughout the company with instructions on how to handle upset clients or how to manage customers that seem to be or are threatening to shop around (even if it seems like an empty threat) your handling of the situation (or lack of) could be the nudge that gets those customers walking that line to jump to the other side.

Consider that it costs a great deal of time, money and effort to gain a new customer; you have to find your customer, you have to make them notice you, educate them on your product or service, create or find a need, demonstrate how your product meets that need, beat out your competitors, close the sale, create a customer file, fill the order, manage the payments and set up support and you may have more involved in setting up a new client in your business – it’s a lot of work! The beauty of retention efforts and win back efforts is that most of that work is done and on every repeat sale you get to benefit from higher returns due to less overhead and prep costs! Do not let your customers slip away quietly and expect to easily replace them with your sales funnel – that is a costly assumption and unnecessary if you have the proper framework in place.

Build a Team.

The ones to work on your retention and win back efforts should be your brightest and most pleasant; they should understand your business, be well experienced, confident, diplomatic and have an optimistic disposition. When a client threatens to go elsewhere this team can either join the sales effort (if you are in an account manager type setting) or can take over the transaction (if you are in more of a call center type setting.) Their job is to find out why the customer wants to leave and what can be done to make them happy to stay.  Customers can become agitated simply by the nature of the person they are dealing with; perhaps there is a breakdown in communication or the representative just isn’t meeting their needs, in those cases bringing in a positive, expert facilitator to clear things up is all it takes. This team is also the team that does the outbound calling when you get confirmation that a customer has left you, they call to perform the post mortem; why did you leave and what could we have done to make you stay? What would it take to make you want to come back? This information should not only be used to try and win this customer back but it should be compiled and studied for opportunities to prevent this situation from reoccurring with other customers in the future – the best win back strategy is to not have them leave in the first place!  This team should also have a bit of a budget or flexibility to make offers that can help smooth things over for agitated customers; they do not have the be allowed to give away the world but tokens of appreciation to say thank you for allowing us to fix this and we value your business are always well received. Don’t stop there, don’t just use the token gestures to say thank you; actually say ‘I am sorry this happened and thank you for letting us fix this.’ In a rare escape from the cliché that actions speak louder than words; words in this case can speak volumes for your company because so few companies care enough to reach out to disgruntled customers, genuinely say they are sorry and try to resolve the issue.

Build Value.

When retaining or winning back customers you want to be aware of who you are courting – not all customers are created equal. When offering incentives and pacifiers try offering increased services or higher end products at no additional cost instead of offering discounts on the products they already subscribe to or use. Why is this? Some churn is caused by lowest-price-chasers, these customers have no loyalty to a company, they are always on the lookout for the cheapest solution, and they jump ship at the first sight of a great introductory offer or incentive and never look back. A lowest-price-chaser will take the discount now and leave later anyway, you won’t necessarily see the return on your investment and these customers tend to be high maintenance while they are with you to begin with. A customer that values your service or product will appreciate the increase in service or product offering and this could potentially turn them into a paying customer for that product later in the relationship. You want customers to do business with you because they can’t imagine doing business with anyone else and they value your service and expertise – not necessarily because you are the cheapest.

Build a relationship.

Some clients slip away because they did not consider themselves in a relationship with your company or the relationship they had fell apart or became neglected. If after the initial sales process there is no further contact and the client is neglected, they may feel no obligation to reach out to you when they are looking at re-buying. Follow up calls after a product or service is delivered are always a nice reminder that your company cares about its customers, this can be done by your sales force as there is often an opportunity to up sell and cross sell during this call in addition to making the customer feel valued that you cared enough to check on them. Relationships do need to be maintained; if the relationship goes stagnant the customer loyalty slips away. Neglect is often a reason clients choose to go elsewhere, from being ignored after sales to not receiving prompt (or any) replies to emails and phone calls to a provider just not keeping in touch can turn a relationship sour. To rebuild a neglected relationship you do not want to take a sales-is-our-only-objective approach – which is why it is nice to have a separate team working on these initiatives so your sales force can focus their efforts on the new acquisitions. But if the customer has already left you how do you build a relationship? Be a partner. Rebuild your relationship with a ‘helpful expert’ approach; it can be as basic as a semi-regular newsletter type email updating the former client on new technological advances in the field, industry trends, white papers, relevant event announcements and no sales pressure. This can help reinstate you as a partner and reaffirm you as an expert in the field. Constant communication, even if it is one way, maintains an ongoing relationship so when the next sales opportunity comes up you are in the forefront of their mind again. If you have any social networking venues set up invite your current and former clients to join you for industry updates, promotions, and other valuable info.

Build loyalty.

Run a value building incentive and include your ‘former’ clients in the offer, position incentives as thank you to your existing clients – you don’t have to say we know you left and we want you back. In fact the ‘we know you left and we want you back’ approach often gets the response of – ‘well if you had offered me deals like this while I was your customer I might have stayed, you only value me when I’m not paying you.’ If you take the position that you still consider them a valued client and want to show them your appreciation by offering a small upgrade or free trial for 2 months for example, existing customers will love benefiting from the upgrade and past customers will wonder why their new provider doesn’t offer the same great incentive to existing customers. Run a program like this once a year and your retention issues should begin to shrink. Also, if you can build loyalty deeper into your clients infrastructure; deeper than just a relationship with a purchaser, controller or IT department, the less likely they are to move. To win them back offer to sponsor an incentive for the company; using your products or services or funds to increase productivity and gain loyalty with the entire staff. This again does not have to be a huge cost, just a token; a TV, a gift card, a trip to Vegas– consider these costs against your cost of acquisition to replace that client if they truly leave for good. It is always cheaper to keep a customer than it is to replace one.

Build a better company.

Don’t make the same mistake again. Take every customer complaint, every departure and every threat to leave – and learn from it. Make policy and procedure out of it and take it seriously. All companies make mistakes; the good ones grow from them.

Send a Message:

Like this:

Like Loading...

LinkedIn Tips for Maximizing Employee Profiles Linking to Company Profiles

Posted by Gilmore Relationship Marketing on September 28, 2011
Posted in: Business, Social Media. Tagged: LinkedIn, Privacy, Social Media. Leave a Comment
LinkedIn Tips for Maximizing Employee Profiles Linking to Company Profiles

Send a Message:

Like this:

Like Loading...

Posts navigation

← Older Entries
  • Enter your email address to follow this blog and receive notifications of new posts by email.

  • Recent Posts

    • Google+ Pages: challenging the Twitter/Facebook Duopoly?
    • TEDx Ottawa – Gems and Reflections
    • 10 Photo Ideas for Your Business Flickr Account
    • Relationship Marketing – Typical Campaign Cycle
    • 5 Tips for LinkedIn Personal Profiles that Help Promote the Company & Company Profile
  • Gilmore Global on Facebook

  • Social eMotion
  • Social eMotion

    Error: Twitter did not respond. Please wait a few minutes and refresh this page.

  • Gilmore Global

    • Top 5 eLearning Formats on Mobile Devices! Via @commlabindia ow.ly/linYJ 3 hours ago
    • 7 Interesting Aids to Teach Processes in eLearning via @commlabindia ow.ly/linUC 6 hours ago
    • 12 Sure-Fire Ways to Make People Hate Your eLearning via @shiftlearning ow.ly/l91aT 2 days ago
    • eLearning Guild Research: Mobile Learning for Supporting Workers' Performance via learningsolutions.com ow.ly/l913y 3 days ago
    • Four Ways to Ensure You Have Useful LMS Reporting via @mindflash ow.ly/l35AT 3 days ago
    Follow @GilmoreGlobal
  • Gilmore Doculink

    Error: Twitter did not respond. Please wait a few minutes and refresh this page.

  • Flickr Photos

    More Photos
Blog at WordPress.com. Theme: Parament by Automattic.
Gilmore Relationship Marketing
Blog at WordPress.com. Theme: Parament.
Follow

Get every new post delivered to your Inbox.

Powered by WordPress.com
Cancel
loading Cancel
Post was not sent - check your email addresses!
Email check failed, please try again
Sorry, your blog cannot share posts by email.
%d bloggers like this: