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3 Rules for Customer Retention

In today’s digital age, marketers have a more difficult job than ever before. While it’s always been a challenge to connect to new customers and keep old ones engaged, it’s become increasingly tricky to keep customers interested in what you are doing, due to the rapid rate at which technology is evolving and the sheer amount of information and product available on the Internet.

If you’re looking to retain your customers and nurture those long-lasting, loyal brand relationships, however, fear not: staying ahead of the game in terms of your marketing strategy is not impossible. By following three simple rules, you can engage customers and convert them to long-term brand advocates.

Rule #1: Meet Your Customers Where They Are

According to recent reports, 1.9 billion people are now using Facebook, 150 million are on Instagram, and 500 million have accounts on Twitter. Strategic marketers seek their customers out on the channels they already use, which means creatively using social media to create those relevant on-site user experiences that your customers expect.

The most effective way to start building those targeted experiences is to implement a social login dialog, which allows users to register or sign into your website using a preferred social account. It works by taking user information that is maintained on social networks, and using it to quickly register new users and sign existing users in.

In other words, social login provides a portal into actionable insights on your customers, such as their interests, locations, friends, likes, and more. What’s more, we’ve found that customers prefer social login over traditional registration and login systems: clients who implemented social login received 33 percent more registrations than their traditional login counterparts.

The graphic below displays the additional benefits of social login on site engagement and infrastructure needs.

Rule #2: Know Your Customers Intimately

One of the most effective ways for marketers to connect with consumers is by leveraging social data, or more personal information about users’ likes, interests, and habits, in order to better target potential customers and offer existing customers a better tailored experience.

Kate Spade Saturday, for instance, makes the process of capturing consumer identity easy and seamless by incorporating a social login dialog that includes a clear call to action and encourages more registration conversions by clearly communicating the benefits of registering for a site account.

In the particular example above, Kate Spade Saturday customers can receive early access to new products and free gifts just for registering for a site account. Sounds like a great trade-off, if you ask us.

By making social login an integral part of the site experience, businesses like Kate Spade Saturday can leverage a valuable opportunity to better understand its customers from the minute they land on the site. As customers log in via their social networks, they grant Kate Spade Saturday permission to access their social data in a secure, seamless way. Kate Spade Saturday can then segment and use this data to better understand its users and personalize brand experiences.

Rule #3: Talk with Your Customers, Not at Them

Your customers are social: they’re active on a variety of social networks, sharing life updates to entire networks of friends, colleagues, acquaintances, and more. In this vein, businesses need to understand how today’s social consumers want to connect to one another and to their favorite brands across their favorite channels.

To effectively engage with consumers across the networks and channels they are already active on, businesses should assess which social networks their customers respond the most to by examining the social registration and login conversions on their site. For instance, a business news publisher may discover that a good portion of their users are choosing to log in to their site via LinkedIn.

Once a business knows which networks its customers are most active on, it should create touch points within its web and mobile properties for these users to leverage their social identities to share pages and site activity to their social channels, comment on site content, leave reviews on products, and more. For example, the same business news publisher, knowing that a good portion of its users choose LinkedIn as their preferred login provider, should consider giving LinkedIn a prominent placement on its Share bar so readers can easily share news stories and comment activity to their relevant professional networks.

It All Comes Down to Relevance

As consumers continue moving toward a more social digital experience, it’s important for businesses wanting to retain a loyal customer base to remain a step ahead of its users. This means swapping mass marketing techniques for tailored messages that speak to users on an individual level. By honing in on relevant, highly targeted user experiences, businesses will ensure that their marketing spend gets put to effective use while creating those brand experiences that lead to valuable, measurable conversions.

By Emma Tzeng

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