Sometimes we like to overcomplicate our businesses and chase the latest sexy marketing tactics. In the end, we get distracted and forget that the fundamentals are timeless and universal.
If we simply master the fundamentals, we can run a profitable business regardless of the economy and the latest hot trend.
Mickey Salageanu is an online marketing expert and he shares his strategies below which helped him build a profitable online clothing store by attracting raving fans.
Enter Mickey Salageanu:
Deep down every business wants raving fans - a tribe of fans that will buy and buy and buy.
You might think that this is something reserved only for services.
Nope, it isn’t. I used to have an online clothing store. I had the exact 10 products in my online shop for about a year and the only reason it survived was because of repeat buyers.
I sucked badly at getting new clients. But I knew how to make existing clients buy again.
I literally survived because some guy bought more of the same t-shirts and caps that I had to offer back then. Which is weird.
But then again, I bought 7 identical t-shirts. Because I can’t be bothered to pick and choose what I want to wear each morning.
Here are my 5 things I did to keep my clients happy and have them buy over and over again:
This is basic. If you order a Big Mac and they hand you the Big Mac as you requested it, will you rate them 5 stars on Yelp?
I wouldn’t… the fact that you did your job doesn’t mean it was a pleasant experience. It’s the extra mile that makes the difference.
In my case, I always sent my clients free stickers. I have no idea why they liked stickers so much, but that is what they wanted.
With every order, I sent them stickers. But also, every now and then, I would send some clients stickers with a hand written note saying thank you and expressing my gratitude from buying from me in the first place.
Which leads me to point 2...
2. Make it personal
Besides the stickers, every order had a hand written note in it. It was personalized and written by me.
I would open up my clients Facebook profile, see what they posted and write something referencing something from what they posted.
For example, if most of their posts are at parties doing shots, I would say something like “next time when you are out at a party, wear this shirt. It won’t protect you from getting drunk. But it will make you look better after 3 shots of Jagger”.
Next thing you know... BOOM!
I get a picture of the guy at a party with my shirt on doing shots. He tagged the company in the photo and now I’m in his world.
3. Give them a call
They say to treat your list like your friends. And the same goes for your customers. Sure some of them might be jerks, other don’t want to talk to you at all etc.
But always be in contact with them.
I had a clothing store and still had enough reasons to be in contact with them.
And also care about what they are saying. Listen to them, ask questions and genuinely be interested in what they are talking about.
And yes, bring something to the table. For example one of my clients was a kid that wanted to write music. I did a fair bit of music so I asked what kind of stuff was he trying to do and if he had something he was struggling with.
After that, I suggested having a buddy of mine give him a call and sort him out.
4. Go the extra mile and compromise
You can set your threshold for this. Mine was very low. For a $30 product, I was their bitch. Let’s face it. Some folks out there are jerks. But that isn’t a reason to not go the extra mile with everybody.
Rather than focusing your energy on finding out if they are a dick or not, just give them the benefit of the doubt and consider them the Queen of England.
For example, a kid ordered a shirt to be shipped to a certain address. I made my arrangements of the product be shipped. I promised everybody delivery within 48h tops.
The next day the kid called and asked if I could ship the product to a different address. Of course, I can do that. But that would mean that he will get the shirt in 72h. Not 48h as promised.
You could argue that it was out of my reach and it was partially his fault that the product wouldn’t be delivered in the promised timeframe.
But a promise is a promise.
So what I did was to get in the car and ship it myself. Personally. Out of my own time.
Because if my clients aren’t the most important part in my business, I don’t know what is.
5. Have your values and beliefs hammered in everything you do
My only philosophy in life is “Try not to be a asshole”.
And that was the main philosophy for the clothing brand. It was posted everywhere. On every social media platform we had and was hammered in the emails that we sent.
And I firmly believe that that is one of the most important things to change admirers in raving fans.
People should know what your values are. And you should put them forward. Create content around your values and beliefs and promote them everywhere.
In the service space, this is much easier. Because the publishing options are literally endless.
Pick up your beliefs, write some content around it, and publish it everywhere. If everything above is done properly, you will have your fans promoting your values and beliefs.
It’s basically a win-win situation.
Just like in Fight Club. 🙂