Visitors use Google to find solutions many times a day. Search engines seek the answers. When a person enters a question, the search bot responds with answers they located. Search engines seek content that provides relevant, helpful answers to online questions. Quality SEO content is what Google wants.
When you can’t find answers
I recently had to take on the challenges of helping an aging parent relocate. It wasn’t easy, and it wasn’t something she wanted. But the family, her doctors, and her rehabilitation facility all agreed that at 97, Assisted Living was essential for quality of life.
After some serious research, I found a place about 20 minutes from my home that I felt suited her. She’s not the resort crowd. Instead, family is her core trigger. Getting her relocated, I learned, was only step one. Now I had to reconnect her with an entire team of doctors.
Most medical offices focus on existing patients. As a result, their websites don’t have much online information about what new patients they may accept.
Google became my search buddy. “Doctors accepting new patients in city/state.”
I quickly learned I had to look for entry dates. But, unfortunately, they were not something easily accessible. And if you did find information, there was no way to tell how old it was.
The details of the information I needed were just NOT available online. So that left the old-fashioned method, phone calls.
After several, “Yes, we are accepting patients. But no, we aren’t accepting medicare patients,” I realized the problem was more complex.
The pandemic has left many doctors burned out. Many who had considered retirement did just that. If they weren’t happy with their location, they decided now was the time to take a break and look elsewhere.
That left an elderly senior with significant health conditions 80 miles from her existing doctor. I needed to find someone—soon.
I tried one clinic, but she had two messed-up appointments. Both visits sent her home without being seen. That made it hard to trust them to provide quality care.
So, she is on a waiting list and dependent on a “walk-in” medical center for now. If there is something better out there, Google doesn’t know about it—maybe the answers aren’t online.
Missing information is common
In my experience as both a consumer and a content consultant, I frequently see where information is missing. Have you ever noticed how many businesses don’t have their location above the fold? Ever had to hunt for a way to ask questions?
Maybe you wanted to do something, but Google only found limited options. For example, I needed to find a Citi bank branch so I could deposit a check. Unfortunately, there were lots of ATMs but no branches in my area. In addition, most ATMs did not clearly describe transactions handled.
We need to make sure websites can answer all the questions prospective visitors may ask Google. If we don’t, marketing efforts work under a handicap.
We need to ensure our content is current, helpful, and answers all the potential Google questions to be effective and search engine optimized.
Don’t miss this tip
An adage says, “the winner is the company who can pay the most to reach their prospects.” However, that only works if the content provides what the searcher is after. And if the search engine can’t identify the answer, it doesn’t share it.
It’s essential to use SEO techniques in all content, whether you want to draw traffic organically or boost it with paid ads, including positioning.
3 techniques to enhance content with SEO
It’s paramount that we recognize the optimizing for SEO has changed dramatically over the past 15 years. In the past, techniques were more manipulative, smoke and mirrors. Those techniques won’t work anymore.
Google and other search engines have evolved, and AI has become more sophisticated. So instead, focus on your goals, what your visitors are searching for, and is mobile-friendly. In today’s world, users want their search to work equally well on all devices.
Identify your goals
It’s essential to know what your objectives are. For example, some businesses focus on Google rankings. Others prioritize increasing web traffic. A third group is looking for more leads and sales.
If you don’t have clear objectives, it’s much harder to achieve them. So take time to clarify and prioritize what you want to accomplish with your marketing.
Identify searchers intent
It’s important to know what the person you’re trying to reach is thinking.
Who or what are they looking for?
What are their goals?
Where do they want to go or what do they want to do?
We know they are searching. The answer to discover is the intent behind the search. Then we can make sure to include those answers in our content in a manner that will make the search engine act on it.
Smartphones have changed the way we get information. Now we want answers no matter where we are or what type of device we happen to be using. That makes it essential for every business to make sure their website is easily accessible.
Good web hosts can make sure your pages load quickly and are friendly to phones, tablets, laptops, and desktops.
Blending these techniques with top-quality content that is fresh, relevant, and SEO optimized can maximize long-term organic growth and enhance paid advertising.
When I work with clients
We first identify their marketing goals. Then we evaluate their site for accomplishing them with SEO techniques. Finally, we look for issues with the technical and creative aspects of content that may impact SEO results.
Beauty and Wellness comprise over a 4.2 trillion dollar market and growing exponentially. But the terms can be a bit confusing or vague. So, as a marketer, how do you pick the best words to reach your market? A recent study by the University of Pennsylvania showed that while there are some commonly associated definitions, there is also a broad diversity.
That study focused on semantics and looked at term associations based on age groups and gender. My concerns were as a marketer. How do we choose the correct terms to reach our target market? Do people understand what wellness encompasses? What about beauty? How do people actually think about it, define, it and engage with it?
What do those in Wellness say?
This spring, I interviewed over a dozen different people in the wellness industry. Marketers, beauty and supplement manufacturers, coaches, fitness experts, nutritionists, and more. As much diversity of the sector as I could connect with.
My core question was how we could make wellness more understandable in our messages. Do people really “get” how diverse it is? The responses were all over the place. Some had found phrases or words that connected with their specific segment of the public.
Others were all about expanding the dialogue about how to better share wellness concepts. They agreed there is an opportunity for a lot of improvement.
Effectively marketing beauty and wellness depends on the audience.
As with all marketing success, communication is the key. First, you have to hone in on your target audience. The more you know about your ideal client, the easier it is to select the best terms to connect, engage and move them forward. This identification is essential considering the diversity found in this study.
In this study, they found that some terms are cross-generational. Others terms are age-related. The more life experience, the more it colors the way we think. And yes, it makes a difference whether you are selling to men or women.
When working with clients, experienced marketers focus on these differences. The more we understand how our target group thinks about beauty and wellness, the more we engage them.
Here’s a secret they discovered
We can’t discount the survival genetics built into our primal brain. Ancient ancestors’ survival depended on selecting a suitable mate. Attributes of attraction were those that indicated the ability to survive and procreate. Those would have been considered beauty.
For both sexes, this meant appealing, attractive features, good teeth, and a strong constitution.
The most desirable men had a body built for successful hunting and protection. The most beautiful women had a body configured for pregnancy and to nurture children. Attributes related to healthy and fertile mates.
Those with less desirable features or lacking other attributes slipped down the selection pyramid from the top choice. These preferences are still clearly evident among animal groups today. A puny, weak animal isn’t going to have the opportunity to procreate. It was about the survival of the species.
Look at any magazine or marketing advertisement today, and you can still see these biases in action among humans. It’s only been very recently we are embracing and recognizing the value in those who are unique or different.
Three considerations for key term selection
The study findings divide into three categories. First, there were terms common to all age groups and both men and women respondents. Second, generational dependent words. And third choices that were different between genders.
Generally accepted terms for beauty and wellness.
The survival considerations that guided our ancient ancestors evolved over the millennia. Greek and Roman influence involved more intellectual pursuits and lifestyle, as well as that of seeking pleasure.
Beauty today is most often associated with lovely, feminine, gorgeous, elegant, stylish, and sexy. Elegance and grace are different from sexiness, but there is a clear overlap in the association with beauty.
Key wellness alternatives include fitness, aerobics, health, lifestyle, nutrition, thrive, holistic, and meditation.
They also verified what the marketers I interviewed noticed.
Generally, there is more clarity and uniformity on the term beauty.
At the same time, there is more diversity in the meaning of wellness.
The term beauty is more related to physical and cultural attributes. On the other hand, wellness relates more to active practices that promote health and thriving.
Generational differences on beauty and wellness.
The study included people from Gen-Z, Millennials, Gen-X, and Baby Boomers. It acknowledged there are individual differences within each group despite the commonalities.
Life experiences influenced the term associations. The study proposes that with the accumulation of life experience, we increase the tendency to segregate semantically. As a result, the terms become more specific.
Our increased lifespan, and therefore increased level of experience may also contribute to differences.
Another attribution for the difference is age heightens socio-cultural awareness and related stereotypes. Most often, these are related to the words attributed to young, beautiful, healthy bodies.
In the past, men identified with looking rugged, macho, and exhibiting athletic superiority. However, younger men today are increasingly concerned with personal image and appearance. These shifts may result from the changing employment culture’s impact on social values.
Variations by gender
It’s interesting to note that semantics, the meaning of the words used, were more structured among women than men.
When considering the terms beauty and wellness, women segregated them more. For example, education had been classified initially as a wellness term. But among both women and boomers, it was attributed to beauty.
Another example is that delicious, exotic, and talent were initially classified as beauty terms. But in some groups, they are more associated with wellness. So again, it’s about researching and knowing your specific group.
When I work with clients
I help them match their message, the terms used, and the SEO to their targeted audience. It’s complex and requires segmenting the audience, tracking, and testing to assure the best outcome. https://www.jculpcreativecopy.com. For the complete details and the full article, you can read it here.
Telling your story is the first essential step to sales. People need to know you so they can like you and start to trust you. So to help them get to know you—tell your story. Who you are, what you stand for, and what makes you unique.
Avoid being like these guys.
Internet and phone providers have about the worst reputation for engagement and finding ways to bond with customers.
I recently had to deal with helping an aging parent transition to assisted living. Ugh, in anyone’s book. But mom didn’t want this even though she needed it. So I had to help her make it happen.
She just needed internet and a telephone line. But, unfortunately, as an existing customer of the company that provided service in her facility, it got way more complicated.
Their automated system kept trying to tie me and my account into what I created for Mom.
While they spend fortunes on marketing, it’s all about the product. People put up with the system because it is an essential service in today’s world.
There is NO way to reach support on their website or phone tree. Not even a contact number anywhere on their website. You have to Google to find one. Everything wants doing online.
AI wraps you into a maze without resolution.
I spent a frustrating two weeks trying to get internet and phone established. When I did finally reach someone, they told me the new account had been incorrectly set up.
It’s no wonder so many people are disconnecting from cable and looking for alternative providers. But, unfortunately, the system is very broken and unfriendly. No news to you, I’m sure.
No differentiation in your story? – no USP
As a freelance marketer, I’ve seen businesses spend vast amounts of money trying to sell their products.
One sale after another becomes a pricing competition when that isn’t the deciding criteria for many people.
Today’s marketplace is crowded. As a result, products or services can tend to look alike. So they up the advertising budget without considering why prospects aren’t buying.
In the customer’s eyes, they may see no difference between brands X, Y, and Z. No differentiating uniqueness from one business to another. That’s why your unique story is so important to share.
It’s an asset that businesses often overlook.
Keep your target customer in mind.
When building your brand and your product, it’s essential to keep your target audience in mind. Each generation has differences. However, today’s buyers all care about similar things—value, culture, and customer care. Our cable company failed in all three.
3 Things your story must share and prove
All customers are looking for products and services with value. Products that aren’t high enough quality to warrant repeat sales will undermine business success.
Buyers want to know what you stand for and how you give back. And they want to know how you take care of them as your customer.
Many businesses focus on price as value. However, price is only a small part of value. Today’s shopper is more concerned about the value they receive for the price paid instead of just the price itself.
Therefore, in your story, you need to share all the components of “value” included in your offer.
The more value enhancements you offer, the higher the price the buyer is willing to pay.
Bonuses, reports, guides, support, quick delivery, rewards, and your culture are all part of your value. They are also what makes you unique in an ocean of similar choices.
It’s essential to include these in your brand story. To keep the message simple, straightforward, and targeted, you may find that you need to break it up. Tell your story in easily memorable segments.
Millennials lead the movement in choosing businesses they deal with to have a positive planet-friendly and people-friendly approach. They don’t want to do business with those who cause harm to others so that they can buy.
In your story, share how you give back to the planet and the community. Company size doesn’t matter, that you are concerned about others does. Share this culture with your audience.
A friendly giving culture that isn’t just words but really happens can be the tipping point in deciding where to purchase.
Customer service is a huge issue. It’s one many companies have struggled with during the pandemic. Some companies already had excellent customer service and continued it.
Others are still struggling to make it happen. It comes across almost like they are using the pandemic as an excuse for whatever they don’t want to address.
If the only message they receive is “sale,” that’s not customer support.
Look for every opportunity to stay connected with buyers. Create social media chats. Generate email thank you sequences, updates, e-newsletters, nurturing, and rewards.
When I work with clients
I look for all the things that set them apart and make them unique. We craft and share these stories to help buyers get to know, like, and trust them. We cultivate those buyers into long-term relationships with a high customer lifetime value. firstname.lastname@example.org.
Customer experience enhancers create more loyalty, repeat sales, and profitability. The pandemic disrupted the traditional shopping model forcing people to go online. It stuck.
People often now use a blend between the two. The lines between online and a physical store are becoming blurred. More than ever, it’s about what this blend feels like before buying, while making a purchase, and afterward.
A true story of enhancing the customer experience
One of the companies I work with shared how changing a tiny detail made a huge difference. They have an e-commerce store selling both consumer products and professional-only products. But about 95% of their business is professional sales.
To enhance the buying experience for professionals, they set up a drop-down system to validate they were eligible to buy the professional products. The drop-down streamlined the shopping process as they didn’t have to take the time to set up an account.
The shipping manager received an email from a regular customer:
Why is there a note that pops up that says I’m not ordering XXXXX? That’s the only product I ever order?
The manager quickly responded, explained why they had the drop-down process. She also thanked the customer for bringing it to her attention. Then, she told the client she was going to see if they could change the default.
This one tiny change, altering a default, reduced the number of questions the shipping manager got and made her life much easier. It also made 95% of the customer’s lives easier because they now don’t have to change the default.
The company still does random checking to validate that the customers are qualified professionals. But it was an easy fix and win-win change.
Customer Experience Enhancers work.
Enhancing the customer experience is the top proven technique to reduce churn, retain customers and increase profits. The longer you can keep a customer loyal, the lower your acquisition cost. It also raises the Lifetime Customer Value exponentially.
It’s five to seven times more expensive to find a new customer than to keep them. And you’ll increase sales.
The odds of a new prospect purchasing are between 5 and 20%. But with an existing customer, the odds of another sale jump to 60-70%. Retention is smart for business.
I’ve seen this over and over in my businesses and working with clients. Every little detail that makes the customer’s experience better is a significant positive.
Little things are big experience enhancers.
Some changes may be significant, and others, like in the example, are small technical things. However, they all make a difference in the customer’s experience and overall happiness rating.
For maximum success, the entire brand team needs to communicate, share, and look for ways to be better. The team that interacts directly with shoppers often has overlooked information. Keep them in the loop. Listen to them. Empower them to facilitate and stimulate changes that make shopper’s lives easier.
The Three E’s of customer experience enhancers
More than ever before, customers turn to the internet for information. And they are using a blended model of shopping in person and online. If in your store and thinking of a purchase, they may compare prices online. Or check customer reviews.
The experience you offer needs to be seamless and supportive throughout their buying journey.
As they experience your content, your customer support, and your social media connectivity, they form an emotional reaction to doing business with you. Positive, negative, or neutral.
Those businesses that focus on enhancing positive experiences will see the greatest success.
Experience enhance content
Often businesses in the past had more of an online brochure rather than a customer-focused shopping experience. That model doesn’t work today. Your website needs to feature lots of fresh, helpful content and an easy way to find it. They want positive experience content.
The underlying theme of content is how this product or service will make their life easier, better, more fulfilling, and fun. Emotional connectedness. Then the supporting information validates why this is so. They want the proof: reviews, testimonials, scientific studies, what experts say, and more.
They want all of this in an easy-to-access format that makes shopping a pleasure.
Today’s consumer doesn’t want to have to call to get help or find what they need. They want more of a self-service experience. They don’t want to wait days or weeks to get an email response. The longer they have to wait to get answers, the more likely they’ll go elsewhere.
It’s like when you need a service or repair person, and no one calls you back. You go from enthusiastic to neutral to frustrated.
Help shoppers get to know you.
Shoppers want easy access to learning about you and your products—and what makes you unique. They want
Answers to all the frequently asked questions.
To read your blogs about how you developed a product or service.
To understand how you are helping the planet and being socially responsible
Easy access to resource pages, blogs, articles and to learn about your products and services.
To know you and your team as individuals rather than just a company.
Consider offering books, e-books, reports, guides, video how-tos, and other valuable resources.
Customer service is always an experience. All too often, it is a frustrating, time-consuming process. It needs to be friendly, knowledgeable, supportive. Phone connections are great, but if they are searching on their phone and can do a live chat, that works.
Experience enhance service
For many consumers, a common complaint is the lack of staffing. Lack of staffing might have been a valid excuse during the early days of the pandemic, but it doesn’t fly anymore.
AI is getting more intelligent, and the interactions with it are more favorable. It just needs to be helpful and able to quickly move the shopper to live chat or a phone connection if the AI can’t solve the problem.
Communicate with customers where they hang out. Often this is social media. Use social as a way to stimulate interaction with customers and potential customers. Invite them to ask questions and respond promptly.
Look for ways to reward customers. It doesn’t always need to be a discount. For example, a free guide on having the best experience with your product would be of high value to a new client.
Develop a customer reward program that makes them feel positive about being loyal to your brand. People love to be part of a group, especially an exclusive group. So invite them to be part of your brand. Treat them like an online family.
Then take the online experience offline. Send new customers or those who have referred new clients a physical thank-you note. Send a reward to be used on a future purchase. When everything now comes to inboxes, something in the mail we view as unique, special.
Blend the experience to connect with them online, offline, and back online seamlessly.
Be sure to give them ample time to use any rewards.
Avoid rewards with a short use timeframe. For example, if you just purchased a printer that touts it has a year’s worth of ink in it, why would you respond to an offer to buy more ink now?
Amazon gives credits when you buy a kindle book, but they are very short-lived. If you don’t use them in a week, they’re gone. That’s not very buyer-friendly.
Experience Enhance Connections
These are all the points where consumers interact with your brand. Website, social media, email, print ads, radio, or even television. Using the formats that make sense for your business, look for ways to enhance the experience.
If you offer AI or live chats, evaluate how well that is working. What does your customer service team hear from customers?
Integrate with the service team to identify and smooth out rough spots in the buying process.
Is your team/system available enough to be helpful? We have a three-hour time difference across the continental US. Consider where your customers are calling from? Can they easily reach you?
Stand in your customer’s place. How would you feel about the service if you were in their location? Think outside the box to find a way to smooth and improve this experience. Consider more online self-support information, so they aren’t dependent on phone calls.
Social posting connections
Social posts need to be fun, friendly, and seeking to engage. Get them to smile, inspire them, show them success.
The most successful posting is frequent and regular. People pay attention to what they see repeatedly. That’s why paid ads pop up after you’ve looked at something. Whatever caught your eye and you looked at is now popping up everywhere you go on the internet. It’s reminding you to look again.
Email personalized experience
With so much in our inboxes, generic transactional emails quickly get filed or deleted. Instead, emails personalized by interest get more attention. Tone and engagement are essential.
When doing a marketing assessment, I look at it from the shopper’s viewpoint. I look for things to smooth, enhance and increase engagement. In today’s world, it’s all about experience enhancers to grow business. www.jculpcreativecopy.com
Last week I talked about the importance of enhancing your business rewards program. I wasn’t the only person talking about the need for this. Customer Experience Futurist Blake Morgan was also sharing.
This year it is more important than ever before to offer rewards tailored to your targeted audience. If your audience includes Gen Z, the positive stats for loyalty rewards jump even higher.
Review of Ms. Morgan’s article
50 Stats that Show the Importance of Good Loyalty Rewards
If you don’t yet have a loyalty program, it’s time to join the more than 90% of companies that do.
52% of American consumers will join the loyalty program of brands they regularly purchase. A surprising 84% have made a redemption from a rewards program.
Not all loyalty programs get used. Most, 65% of consumers engage with less than half of their loyalty programs.
Satisfaction with loyalty programs has dropped to 44%, down from 47% in 2018. People are looking for businesses that offer something better.
Interestingly a whopping 95% of consumers, according to Code Broker, want to engage with more loyalty programs using chatbots, AI, or VR and their smart devices. 75% want them accessible on their smartphone.
Engage with your customers emotionally, and they spend 27% more. Personalization is huge. When you do it well for your members, it creates a 6.4x lift in their satisfaction with your program.
Loyalty rewards increase sales
One stat I didn’t mention, Incentive Solutions, shared that adding a loyalty program to your e-commerce platform can increase average order quantity by 319%.
With the competition becoming more fierce as companies try to capture some of the “rebound spending,” it’s vital to ramp up bonding. The better your rewards, the stronger your fan loyalty will be.
Make sure those rewards are easy to earn and relevant to your audience.
Psychographics can maximize your rewards program.
Psychographics focuses on what and why people respond as they do. And the buying triggers are different for women and men. Since women influence so much of the spending, cater to their reward psychographics to maximize your efforts.
The use of psychographics can be of benefit when considering personalization and relevance. But it’s also beneficial for the emotional triggers of social consciousness.
Here are my 3 key takeaways on the benefits of loyalty rewards.
There are certainly lots of things to consider to create a winning rewards program.`
Keep reward programs simple
The last thing your customers want is a complicated reward system. In the article, stats showed that you’d reduce the number of users if you require a downloaded app.
The days of wallets stuffed with rewards cards are over. Most people don’t want to carry them, and yours is apt to be left on the counter or tossed.
Avoid or give very generous expiration dates. Rewards expiring before use is a frustration for members. Be sure to thank them for a redemption—you’ll be in the minority that does.
Most consumers, 95%, want to access their rewards via their smartphones. They like to use AI, Chatbots, and VI.
Giving gifts increases bonding.
Finding ways to say thank you, even when they make a redemption, holds value for consumers. And if you employ those thank yous, you’ll be in the minority of businesses who take that extra step.
I’ve never met anyone who didn’t enjoy a surprise gift or an unexpected piece of mail that wasn’t trying to sell something…just say thank you.
If you don’t have physical products, there are other options. There are numerous programs available that offer gifts that can be personalized. It becomes a branding opportunity to keep customers thinking of you. Branded items offer a bit of swag, another bonus members love.
Even early access to sales is a gift they like. 46% of customers love this bonus.
Or, send members an incentive.75% of consumers purchased something after receiving a reward.
Willing to pay for upgraded loyalty reward program
Don’t discount an upgrade option. Creating an optional paid upgrade can bond members even more. They paid something, which increases the desire to use the benefits.
Paid membership puts you into an elite inner circle. After a year of being disconnected, being a part of something has enhanced value.
When I work with clients
For new clients, or when we’re doing a review, I put on my “consumer hat.” I put myself in the shoes of their target audience and look for ways to enhance their customer experience and loyalty programs.
A customer who likes your brand and is pleased with your rewards program is far more apt to recommend you to their friends.
Glicken is a term often associated with receiving a bit of unexpected good luck or a lucky bonus. I once heard it called getting the piece of cake with the extra treat on top. Winning the lottery would be glicken. So would a surprise with your purchase.
People love getting extra bonuses—surprises, add ons, a treat. For a business, giving glicken bonds customers and builds lifetime loyalty.
My husband loves deals.
My husband is from Yorkshire in northern England. Like in Scotland, money is dearly held in Yorkshire. So if he can get a good deal on something he’s already decided on, it’s pure glicken.
Yesterday we attended a vintage motorcycle show and sale. He went to sell some parts and see what was out there.
After two years of doing without, motorcycle enthusiasts showed up in droves. They wanted to show off their bikes, shop for missing “project” parts, and visit. (A project is a current bike you’re working on.)
When things slowed down, he went for a walk to explore for deals while I stayed at the canopy with his motorcycle “bits.”
A while later, he returned with a smile on his face and a gleam in his eyes. I knew he scored a find. Someone was selling off all his bikes. The man had a terrific deal on some parts my husband could use or resell.
This morning I overheard hubby on the phone with the fellow. The guy had sold a motorcycle and dropped the price on what my husband wanted by $400, delivery included!!
For a Yorkshire man—that’s pure glicken.
Glicken can work magic for your business too.
I used these unexpected bonuses with customers for years. They love being surprised, thanked, and rewarded.
When you bond a buyer and become their preferred go-to resource, the relationship can last for years or even decades. I’ve had it happen a lot. It’s how you’re successful in the spa/beauty industry. Repeat loyal customers.
They know you, like you, and trust that you have their best interests at heart.
They refer or bring family and friends because of the trust relationship.
No money can buy that marketing. It takes time and consistency to build this relationship, but the lifetime customer value makes it worth the effort.
Here’s a secret
This loyalty relationship focuses on value as opposed to ongoing discounts. Shared interests, concerns, social values, reliability, quality, performance, and the culture of your business all are part of the value.
Today’s buyer wants far more than a product or a service. They want relationships if you’re going to keep them coming back.
3 techniques to create and share glicken.
A huge percentage of transactions today are online. So you need to capitalize on quick and easy—but often overlooked ways to build the relationship online.
Since online has become more crowded, you can make a massive impact by going offline.
Then top off your efforts with surprise rewards.
Maximize online techniques
Business e-commerce platforms come with built-in systems for communicating with visitors and buyers. Out-of-the-box they are very dull and transactional. They need to be customized to match your brand and your customers. They need to sound like conversations, not stilted text.
Personalize them using shortcodes, so the emails come to them, a person.
Test each one! I can’t tell you how frequently I get an email that includes my name in the header but opens with: Hi [Fname].
You need to know what your shoppers are receiving. Think of it this way—accuracy builds more value.
Statistics show it is worth the investment to have automation set up to follow your shopper through the buying journey and afterward. Coach them past the abandoned cart. Don’t neglect them after the sale. It’s prime time to up-sell, cross-sell, and show them how to maximize the product’s benefits.
Free reports, how-tos, and guides are all glicken to the buyer.
Connect offline for more glicken
In a world of emails, receiving something via mail is a novelty. When was the last time you got a birthday card or thank you note in the mail? It makes the sender stand out like a unicorn in a herd of donkeys.
Your value doesn’t always have to be free. A print newsletter or monthly report could be glicken. People have a higher perceived value for something in print over digital. You might consider a subscription for a monthly print offering. If you have a target market of 55+, this demographic is the most likely to prefer print over digital.
In this value-based relationship model, rewards can be anything. It could be expedited handling and shipping for those over a specific threshold.
You might give your circle of buyers advance notice of a pre-holiday sale event, especially if there are limited quantities. Or let them be the first to hear about a new product launch. As previous customers, they may be ready to buy something relevant—and give you valuable feedback on it.
I had a company that tucked a small, tan, lumpy envelope in every order. It held a stick of cinnamon and a positive quote, plus a hand-written thank you. I loved those little notes.
If you have product samples, those are also great to tuck into the package—and trigger more sales.
How-to-use graphics tucked into the order can also cross-sell and enhance the buyer’s experience.
Even the order itself can be glicken if they see you are making an effort to deliver the item using environmentally friendly packaging.
Online communications. Offline communications. And in-the-box communications can all build glicken and your lifetime customer value.