Every website owner who's been online for a while knows that competition is fierce out there in cyberspace. Getting visitors to your website requires a lot of work in the trenches on your part.
You've got to make the best use of your advertising budget, using as many free resources as possible. You've got to have a thorough understanding of your demographics, targeting your specific audience and niche in your field. Once you start getting a flow of visitors coming to your site, you've got to grab their attention and keep it.
While your primary objective is to sell your product or service, you can't be too heavy handed in your sales pitch. You need to offer plenty of free information, in the form of content and freebies, such as an informative e-newsletter, downloadable e-books and a page of links and outside resources that helps your customer gain as much insight, expertise and value as you can provide. All of these elements enhance your visitor's customer experience, keeps them browsing your site and eventually making a purchase. This also establishes credibility for you, as an expert and reliable source.
Once you've created a positive customer experience, you want to cultivate customer loyalty. What does customer loyalty entail? Well, by providing expert information and establishing credibility, you're halfway there. Business on the web is a two way street, much more so than a brick and mortar business. While you don't generally meet with your customers in person, nonetheless, you've got to establish a personal relationship with your visitors. When your customers gain a sense that you care about the quality of their experience, you're nurturing customer loyalty.
For example, let's say you sell graphic design services. You can be the most accomplished graphic designer around, but if a visitor (and potential customer) sends you an email asking your advice on a graphic design issue that doesn't appear to have much potential for a sale, if you neglect to answer that email promptly, you've probably alienated that potential customer forever! This is no way to cultivate customer loyalty. Whatever value you gained with a good customer experience on your site, you've now thrown it out the door.
Good customer relationships develop over time. You just never know who your customer might be. Perhaps that email came from an author who wants to self publish. The query might be from someone who wants to save some money by doing their own book cover. A well composed and prompt response might well convince this author that they would do well to hire you instead of trying to make a half-baked effort on their own.
By responding promptly with an answer to their question, you have a golden opportunity to cultivate potential customer loyalty. Respond with specifics on their question and follow up with various issues they might not have considered. Give them a link to examples in your portfolio which illustrate the points you've made in your response. This is how you cultivate customer loyalty. Even if this potential customer does not result in a sale, you've gained a solid customer relationship. Perhaps they can't afford your services, but they'll surely spread the word to friends. All that's required is a few minutes of your time.
In a nutshell, customer loyalty is built on trust. It's all in your hands.
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