How Small Businesses Can Drive Customer Loyalty

If you’re a small business owner, you know how confusing it can be to market yourself and draw in customers. Do you want to offer a daily deal? Have you Tweeted at least twice today? Should you buy an ad in the local newspaper?

On top of that, you’ve got to balance the stress of managing staff, inventory, payroll, and customer relations.

Your emphasis should be on that very last factor: your customers. Make it your mantra to always put the customer first, and you’ll find yourself better off a year from now than if you prioritize everything else and assume the customers will have a good experience.

Think about it: the inherent problem with daily deal sites like Groupon is that they bring in a flood of customers once, but only occasionally create lasting relationships. Your most valuable customers are the people that return again and again, and tell their friends and family about your business, in turn.

How do you inspire them to do that? Start with these simple rules:

1. Follow the Golden Rule of Shopping

Whether your business offers a service or a product, think about the places that you frequent as a consumer. Chances are, you’re brought in by the right combination of quality, value and personal service. We’re often willing to pay a bit more for something that’s better — cheap is not always best. Keep your quality levels high and you’ll find a clientele. Running a business is a lot like gift-giving — the best ones are something you’d want for yourself!

2. Give Customers Incentives

The old ‘buy 8 sandwiches, get 1 free’ punch card is still a mainstay at some restaurants, and for good reason. When we feel like we’re earning something by patronizing a business, we’re more likely to choose it over a competitor. The concept has even moved online. Apps like ‘Punch Tab’ and ‘Perkville’ incorporate rewards for purchases and sharing into Facebook, allowing customers to earn free and discounted products for being a loyal patron and spreading the word.

3. Engage with Your Clientele

Even with social media becoming the new marketing norm, there’s still nothing more valuable than a conversation, a smile or a ‘thank you.’ If you have a physical location, emphasize conversation and friendliness over ‘making the sale.’ When people feel a genuine connection, they’re more likely to make a purchase. Likewise, don’t use your Facebook, Twitter or Pinterest accounts solely to push product. Write creative posts that inspire conversation. By engaging customers, they’ll look to you as an expert, building trust when it’s time to make a purchase.

4. Say ‘Thank You’ and Stay in Touch

It’s up to a business owner to foster a relationship with customers, not the other way around. Keep an email newsletter sign-up sheet by your register or on your website, and give people a freebie or a discount for signing up. Don’t spam people, but do send out a monthly email that includes a deal or two that will inspire them to return. For bigger clients and customers, it’s often worth keeping a supply of thank you notes on hand with your company’s logo or letterhead. A quick, handwritten note only takes two minutes but it’s so above-and-beyond that it’s guaranteed to be noticed.

What other ideas do you have for inspiring customer loyalty? Have you experienced success with any of the suggestions here?

About the Author

Anita Brady leads the team at www.123Print.com. The website offers customizable print products for business and life situations, and has everything needed to market a business, where you can make your own business cards and design other promotional items that combine high quality and customization with an affordable price.