Acquiring new customers is one of the key objectives of a B2B business. However, retaining existing customers should be perhaps an even more important priority. This is because research shows that it costs up to 5 times more to acquire a new customer than to retain a customer who has already chosen a business at least once. Therefore, customer retention strategies directly affect the success and long-term sustainability of a business.
In today’s article, we’ll mention some successful strategies of this kind that apply to B2B businesses. Let’s check them out!
Ensure a good (first) experience for your customers
First impressions are very important, especially when it comes to a business’s online presence. This presence is shaped by all the different touchpoints a customer has with your business, such as your website, your social media pages, the newsletters you send out, all the way down to the people the potential customer comes into contact with. A customer who has had a bad experience in any of the above situations is likely to remember it, which negatively affects not only the potential partnership but possibly subsequent ones as well.
Pro – Tip: Invest in a good quality website so that the information you provide is understandable and the user can easily navigate to achieve what they want. This could be filling out a form, downloading an e-book from your website or calling the contact numbers. It is also good to have an active presence through your website’s articles and social media pages, as these are the places that every new user usually notices when trying to get to know your brand better.
Build a trusting relationship with the customer
Another customer retention strategy is the relationship you build with them. It is trust or the absence of it that will determine the duration and quality of your cooperation. It is important that your clients understand that you are the experts and know what you do well. In the digital world, this is reflected by promoting quality, even educational content, both on social media and on your website. Equally important is to always make sure you do what you promise. Quality products at great wholesale prices and readily available? Then you know what it is you need to do best!
Pro – Tip: Once the potential customer makes a first contact with your site, they will most likely leave without taking any direct action. This is because that particular user is in the awareness stage, where they are now starting to learn what it is that you provide and how you can offer them the desired solution. Retargeting these individuals is crucial to the development of your business. By doing so, you remind them of your strengths and the reasons why they may choose you.
Ask for feedback
As you offer products and services online, it is essential to know how your customers perceive them. Getting feedback from them is an important step towards continuous improvement and certainly helps to customer retention, that is, keeping your customers’ interest.
Although negative comments may not be pleasant, they are valuable opportunities for learning and growth. By analyzing your weaknesses, you can correct any problems and adjust your processes to meet customer needs. The result is an improved quality of service and products that will enhance your reputation and attract more customers.
Pro – Tip: To collect this feedback, in addition to the traditional ways, you can use online questionnaires. These questionnaires can provide customers with an easy and quick way to express their opinions, even anonymously if they wish. However, you should not only see it as a process, but also as an opportunity to express gratitude to customers who take a little extra time for you. This can be done by offering a special discount, free consultation, providing a free service, etc.
Invest in high quality customer service
The story of customer service, as I’m sure you know, doesn’t end with the signing of the contract. In fact, that’s when it begins. In any case, you need to make sure that your customer service is of quality. The customer should be able to contact you easily to resolve any issue that may arise.
Online, this could translate into the ease with which users can find you on social media to send you a personal message. Furthermore, you could provide the use of chat through your website for more direct service or filling out a contact form so that you can then get in touch with them.
Special treatment for special customers
It is a fact that in every business not all customers have the same importance. There are definitely those who prefer you more often, follow you more or support you in the real and digital world more. What you ought to do in this case is to treat them differently, with an offer or a free service.
However, a big challenge is to be able to distinguish exactly who these customers are. Through a proper and comprehensive digital strategy, you can track specific indicators and statistics that show the behavior of your best customers and pick out those to whom you need to communicate the right message. For example, email marketing allows you to categorise users based on how active they are in the newsletters you send them and the actions they take afterwards. This will allow you to pick out your best “fans” and provide them with something extra accordingly.
How to keep your customer base
In any case, implementing strategies to retain your customers is a key element for the long-term success of a B2B business. This process can help to maintain and grow your customer base, increasing the trust you develop with your customers who will then become your brand ambassadors. However, you should always take into account the sector in which you operate in order to make the right choice of digital tools to achieve your goals.
Contact us today to find out how we can help you fully harness the power of digital marketing and achieve your business goals. We are waiting for you!
