10 Ways to Increase Your Customer Retention

customer retention

Businesses often focus their efforts exclusively on customer acquisition, and much of SEO, PPC and social media marketing is about driving traffic to your website and increasing conversions, but customer retention is just as important – if not more important – than bringing in new customers. Think about it – if your customers find your sales process or customer service sub par, so-so, or just plain terrible, they won’t come to you again. It’s all very well driving a ton of traffic to your site but we want it to stick, and to visit again and again and again… Increasing your customer retention rate by just 5% can raise your profits by 25-95%, according to the Harvard Business School, so it’s time to start refocusing your efforts!

Building a sustainable business means paying attention to your customer retention, and here are 10 easy ways to ensure your customer retention strategy works:

1) Create a community around your brand – Make your brand recognisable, familiar, and something that customers want to associate with, and they’ll become part of your ‘family’. Each brand needs to go about this in their own way (and yes, we realise it’s a sort of vague instruction – that’s what a digital marketing service is for!), whether it’s a quirky social media presence or strong core values that really stand for something worthwhile.

2) Promote the positive – A fairly obvious one, but studies have shown that highlighting the benefits (“over 100,000 customers recommend us!”) over the negatives (“without our services, 80% of companies fail…”) is a much more effective way of getting customers on board with your brand. Even if your negative statement is reinforcing your worth, the human brain is wired to get more excited about the positives.

3) Utilise intelligent targeting – Targeting your audience goes beyond simple demographics. Find what makes your customers tick – or, more importantly, what they aspire to be or have. Zoning in on these aspirations and idealisms with your advertising, marketing, social media, branding and products can create a strong attraction for your customers’ ego! Make your brand appeal perfectly to their desires, their goals and their view of themselves. Fill the existing demand rather than creating a while new one.

4) Simplify your process – Reduce as many hurdles and as much friction in your sales and enquiry process as possible. Customers want to get the job done as quickly and as easily as possible, and they start to get irritated when faced with too many steps, confusing processes, mistakes and slow loading screens. The easier it is for customers to buy, the more likely they will – just look at how (terrifyingly) easy it is to use Amazon’s one-click button…

5) Reciprocate  Show your customers a little love and make it worth their while to stay loyal to you. Go above and beyond to make sure they receive the very best service – better range of products, faster delivery, cheaper (or free) shipping, flash sales, special deals and vouchers, recommended products based on their previous purchases, social media promotions – spend some time and a little of your budget on really giving your customers a good experience, and one they’re likely to talk positively about to others. 

6) Keep the lines of communication open – Make sure customers can reach you – by phone, email, social media, whatever – as easily as possible. Websites that don’t provide clear contact details, or companies that are slow to respond raise big red flags for consumers, and they’ll always choose a business they can easily get hold of over one that is unresponsive. 

7) Make it personal – Find a way to show your customers you appreciate their repeat custom. When you communicate, get their details right, take notes of previous interactions and keep on top of your business relationship. Suggesting related products based on their purchase history can offer an easy conversion. Once again – know your customers and give them what they want.

8 ) Be there when they need you – Your customer service department needs to be on point if you want your customer retention rate to be high. Errors happen but they needn’t affect your sales so long as you deal with them professionally and quickly. The customer is always right and you should go above and beyond to fix problems when they occur. If you use social media, make sure you have a strategy in place to deal with complaints and negativity – a social media marketing specialist can be  invaluable if you have a busy social presence to make sure everything runs smoothly.

9) Focus on speed and quality – Customers want great quality products and services, and they want them now. Given the choice between a slow delivery and a fast one, which one would you go for? Given the choice between a high quality product or a shoddy one, which one would you go for? In both these instances, price will also play a part, but if you give your customers both fast service and great products, they are more likely to pay a premium than go elsewhere.

10) Do what you do, and do it well! You know your company best, and you should be able to translate what you stand for and what you offer to your customers clearly and succinctly. Don’t try to be a Jack of all trades – focus on what you do best, and offer the highest service possible to your consumers.

Keeping customers loyal means making them a part of your business ‘family’, providing a solid reason for them to stay with you (great prices, great service, great communication, great overall business ethic), and showing them that they matter to you as customers. For more help creating a watertight online business marketing plan, get in touch with us at www.ikroh.com.


About Ikroh SEO tm

Ikroh has over 35 years of experience in the industry.

Drowing in Data? A Mini-Guide to Website Analytics

Are you drowning in data? Feeling overwhelmed by analytics? Every professional search or social marketing will tell you that keeping close tabs on your website performance and analytics is essential in developing a successful online marketing strategy but if you’re finding it hard to understand which metrics matter to your company, you may be making some ill-guided decisions.

Firstly, if your website data matters to you (and it should), hiring a professional web analytics firm to handle your SEO and/or social media marketing is a good first step, and needn’t hack a massive chunk out of your budget. We offer specially tailored contract-free PPC packages for small businesses and start-ups because we think everyone should take their digital marketing strategy seriously while still being able to afford it!

website analytics tips

So, back to basics: how can you make sense of your data and pick out the essential elements to help you keep track of your website performance? On a simple level, it comes down to three main points:

1) Visitor behaviour

2) Website performance

3) Conversions

To gauge the value of each of these elements, you need to identify the key performance indicators (KPIs) for your website and set specific goals to help you track relevant activity. Look at the breakdown below and think about the type of goals you could put into place to gather information on each point.

Visitor behaviour:

  • Where are your visitors are entering your site and which landing pages are getting the most visits?
  • Are visitors are leaving your website too soon?
  • How are visitors are navigating your site?
  • Are visitors making purchases/enquiries?

Website performance:

  • Which pages perform the best (and worst)?
  • Where are visitors leaving your site?
  • Are visitors being called to action and making conversions?
  • Are your pages loading fast enough?
  • Is your website connected to your social media sites?
  • Where are your visitors coming from?
  • What devices are visitors using to access your site?
  • Are your SEO and PPC campaigns performing well?
  • What keywords are customers using to find your site?


  • What is inciting customers to buy/sign up?
  • Where are your conversions coming from?
  • What is driving customers to your site?
  • Which pages lead to successful conversions?

In today’s business world we have an over-abundance of data and sometimes trying to deal with too much at a time can be the downfall of a company’s marketing strategy. What you really need to know is whether your visitors making purchases (hopefully, yes!) and how you can best track the KPIs of your website and the details of these conversions to make the most of future marketing efforts. You can leave the rest up to us!

About Ikroh SEO tm

Ikroh has over 35 years of experience in the industry.

The Future of the Google “Pay-Per-Gaze” Advertising Model

Devices like Google Glass, Nike FuelBand and are all forms of wearable gadgets which are able to collect data based on the user’s activity (like Nike’s FuelBand) and even their sleep schedule (like Jawbone Up – ’cause that’s not freaky at all….), begging the question: when will advertisers be invited to cash in on the opportunity to broadcast user-specific targeted marketing on these new platforms? Bloomberg TV aired a segment by Mashable earlier this week about Google’s new patent to use Google Glass to “see your feelings” (yup, totally not creepy) and how connective devices like this are likely to transform advertising (but not into a Fahrenheit 451 type situation, no, we’re not headed there AT ALL).

google glass advertising
Creepy? Google Patents Way to See Your Feelings – Mashable on Bloomberg TV

The technology tracks eye movements and would theoretically allow advertisers to note how many times users look at adverts and for how long, paving the way for a “pay-per-gaze” advertising model – although Google has asserted that Glass will be ad-free. Mashable predicts that this will also lead to the use of ‘augmented’ reality in advertising – responsively bringing up additional information, deals and promotions related to the business or product the user is looking at.

Advertisers are increasingly focusing marketing strategies on paying for engagement with customers, and devices like Google Glass provide direct access to user behaviour in a way that social media and traditional digital marketing can’t. But will users really want advertisers to “see their feelings” when some people baulk at predictive search functions?

So, will “pay-per-gaze” technology improve and expand our experience of technology, or is it simply a precursor to in-your-head advertising? The emotional response and user engagement to an ad could revolutionise advertising strategy and response, but could be a step too far for customer privacy.  Hey, we’re all for clever and personalised marketing, and paid search advertising is one of our specialities, but the user base for Google Glass is still pretty limited and our feeling is that for customised advertising like this to work, there needs to be a way for users to interact and respond.

What do you think? Is pay-per-gaze the future of paid search marketing or do we have a little longer to wait until augmented reality is a major part of digital and device marketing?

About Ikroh SEO tm

Ikroh has over 35 years of experience in the industry.

New Keyword Search for Pinterest

pinterest keyword search

Pinterest’s latest feature allows users to search through their pins using keywords to make tracking down individual pins much easier. The virtual pinboard enables users to ‘pin’ hundreds of images onto their boards and, for those of us who have itchy pinning-fingers, this can make it something of a mission to sort through your different boards to find that one particular pin… With the new search feature, when you enter a term into the main search box you will be given the choice to select “just my pins” to streamline your results to your own boards. (Note that pins within a secret board, or on a group board that you did not pin yourself will not turn up in your personal search results.) A narrowing of keyword search results is a logical step for the ever-growing social site, and is just one of Pinterest’s plans for developing the platform this year.

pinterest keyword search

Earlier this year Pinterest enabled ‘Rich Pins’, providing more detailed information about the origin of pins and links, allowing users to track images back to the website or store it originated from. Big name brands were involved in the launch of this new feature, including eBay, Target and Walmart, and any business owner who would like to include specific meta tags to their pinned images can do so via Pinterest’s Rich Pins developer info.

Back in October 2012, detailed Pinterest web analytics was also enabled for verified business users in order to track traffic that passed through the social site and allow users to keep tabs on the popularity of their pins. Additionally, using ‘Pin It’ buttons on your website landing pages and blog posts, and optimising your images to be more easily pinnable can really help to encourage social sharing via Pinterest.

Pinterest’s keyword search function is being slowly rolled out to web users worldwide, and will soon be available as an update on mobile devices. One word of caution, however: if you want your pins to be easily searchable, you will need to remember to categorise or tag them, and write a relevant description so that each pin’s keywords will be memorable for use with the new search facility!

Happy pinning!

About Ikroh SEO tm

Ikroh has over 35 years of experience in the industry.

Two Thirds of Businesses Plan on Increasing Digital Technology Budgets for 2013

digital marketing Milton Keynes

Is your business taking advantage of digital marketing technology to boost sales and increase online visibility? According to a recent report on marketing budgets that looked at over 800 companies, mostly from the UK, 71% of businesses plan to increase spending on digital marketing technology during 2013. Just 3% went the opposite way and said that they would be decreasing their digital technology budgets this year.

The main areas for investment were in analytics and content management systems, social media management systems, email platforms and paid search advertising management. All these elements make up a solid core for a modern digital marketing strategy, and it’s exciting to see that businesses are acknowledging the importance of a coherent and professional approach to online marketing.

Web analytics, business analytics, and CRM systems are essential for the management and collating of data, including social media data, and help businesses to formulate new marketing strategies and adapt existing ones to optimise their success. Social media, email marketing and PPC are all valuable additions to digital marketing strategies and require professional management in order to perform beneficially. In view of this, over half of respondents said that they intended to take on new digital marketing staff, though data from other agencies suggest that this number is realistically more like 75%.

If your company is in need of a digital marketing boost this year, IKROH can help. We offer professional search marketing, social media management and a range of other marketing options to help your business boom online. Get in touch to discuss your needs and let us create a bespoke service just for you.

digital marketing Milton Keynes

About Ikroh SEO tm

Ikroh has over 35 years of experience in the industry.