Financial Data
Updated 29 Feb 2020

5 Simple ways businesses can grow loyal and engaging customer bases

Tailor these tips to suit your business’s strategic objectives and build an engaged customer base that’s committed to your products and services.

Kelvin Reynolds, 22 January 2016  Share  0 comments  Print

All the answers to your unique business lifestage questions

Building and maintaining a solid customer base can be challenging, with many more avenues to achieving this open to businesses than ever before.

Social media, for example, is a vital tool for expanding reach but there are still those who think of it as new and unfamiliar territory. However, traditional methods like word-of-mouth and great customer service will always have their place.

Related: How to keep customers coming back and repurchasing: Developing a back-end

Make them feel at home

A happy customer is worth a great deal to businesses looking to attract and retain a loyal following. Make them ‘feel at home’ with your brand by building relationships, appealing to their interests as well as taking note of their likes and dislikes. People want to feel heard and understood, so being able to really listen and observe is vital to business success.

Build an online community

It’s not enough to just have a website anymore - using various social media platforms to connect and interact with targeted audiences should also play a significant role in your business’s marketing strategy. Platforms like Facebook, Twitter and even LinkedIn help businesses build relationships with customers through personalised interaction, and make people feel as though they’re interacting with a human rather than a robot, through genuine brand engagement.  

Be careful though – it’s not every business that belongs on all social media platforms. Think about how you want to engage, the messaging you want to communicate, who you want to target, and choose the best platform to do so.

Special offers

A great way to grow your customer base and bring in an extra flow of revenue is to entice people with promotional offers. Competitions, discounts and the “buy one, get one free” model encourage customers to act fast or lose out, with offers that are available for a limited time.

Free delivery is also a great incentive – the convenience of having their purchase delivered right to their door for free is a perk both new and existing customers will appreciate.

Create targeted mailing lists

If you don’t already have one, look into building a mailing list for your business. It’s a great way to keep in constant touch with customers and ensure your business is always top of mind.

As with most things, “quality over quantity” is key; make sure your mailing list is filled with people most likely to need and want your product or service – and make sure that you deliver relevant, meaningful content to keep them engaged. Also, ensure that you comply with the Protection of Personal Information Act requirements – and never send mail to someone who hasn’t given you permission to do so.

Related: Connect to your customers with mobile technology

Welcome feedback – both good and bad

Feedback, regardless of how it’s given, provides useful insight into customer experience – whether people are complaining or offering praise, businesses can use this information to identify areas of strength as well as those that may need improvement. Take feedback seriously and, especially on social media, be sure to respond quickly. 

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About the author

Kelvin Reynolds

Kelvin Reynolds is the general manager of Epson South Africa

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