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Win Lifelong Customers Through Better Marketing

Posted by: Today's Tip Contributor on September 3, 2010

The chaos of small business life makes it especially hard to win lifelong customers. I’m talking about those customers who don’t buy from you just once, but who come back over and over again and eventually become megaphones for your company. Consider these tips to win lifelong customers:

1. Keep an organized database. It’s impossible to keep track of all of your customers’ information—including the small details—in your head. If you want your customers to know you truly care and appreciate them, you have to keep a customer database. Imagine, for example, being able to look up a customer by name—and immediately know the day she last interacted with your company, exactly what products she has bought, and see the note that she had three kids. When you follow up with her, you can ask about her kids—and gain a loyal customer.

2. Use automation to send the right message at the right time to the right people. Let’s face it: Not all customers need and want the same thing. Once you keep an organized database, you’ll find it holds valuable information that can make your marketing campaigns magical. Your marketing can be segmented based on the customer behavior you’re tracking in your database. Then, with powerful automation technology, you can let software automatically personalize and deliver the right message so that you create an immensely loyal base of customers who’ll never leave.

Scott Martineau
Co-founder and vice-president for customer experience
Gilbert, Ariz.

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To submit a tip for consideration, first check our archive of previous tips to make sure you're not repeating a tip someone has already contributed. Then send the tip to Small Business channel contributor Michelle Dammon Loyalka. Because of the volume of material she receives, she may not respond to each individual.

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