Hello everybody (Dr Nick voice),
So I Read Mr Steve’s Article on Renewal marketing a month or so back, where he uses a vet as an example of renewal marketing done right, and his point was spot on, he’s not going to look for another vet for a long time! But I think this is something we fall trap of as SEOs quite often, as our entire industry is online we forget to connect on a personal level. Ya feel me?
We are always looking for the shiny new big ticket client, and sometimes can forget about Bob the builder who we already have as a client (although I stopped working with him after his stupid rebrand…. I mean C’mon! Dumb.)
Think Metro’s Summed it up nicely with “WTF have they done”
Anyway Bob the builder rant over (for now).
But this had sparked my idea juices flowing into what is “too much” when it comes to renewal marketing.
I mean we can’t all just send flowers or free services to clients as we like our profit, but I think most people would agree that if you have a “good” client whose always polite and you can talk to them in a more relaxed fashion, they should be rewarded.
So how can we SEOs give something back to our clients?
These are my Ideas:
To the employees – Most of the time SEOs are doing SEO for big clients with a number of employees….But if you walked into the office, the employees wouldn’t know you, hell they wouldn’t even know “Tom Buckland of Ghost Marketing” hahaha, laughed I even did that, moving on…. but they wouldn’t even know you worked with the business.
Bribe the Employees:
Viking Stationary – Is the only stationary company I will ever use for 2 reasons, none of which relate to the fact they have good products.
They sent us free stuff. I mean free umbrellas, sure there not awesome but decent quality and sure they have the Viking logo on, but when it was tipping down and I didn’t have a coat, do I care? In fact it was awesome! Relevant thoughtful free gifts! (Oh and they also sent us chocolate, nice chocolate too!) They advertise the fact they give free gifts but their prices don’t represent this so do you know what, Viking you are awesome! Well done.
Although my umbrella was relevant at the time, I would recommend going SUPER relevant to your client. This shows 2 things: 1.) You pay attention and know what they actually do. 2.) You actually care. = Trust + Personal touch.
For example: Sponsor the company’s employees for their fundraising activities. This shows you a.) Care and b.) know what’s going on!
These are big ones, so I only recommend them for bigger clients or you could mix them between a few clients.
ParTAY – Everyone loves a good partay, but when it comes to this, the bigger the better and as you won’t know too many people coming (the employees) you need to make it a social occassion, for example “XXXX Brand’s 20 year anniversary, Christmas party and Thank you to our clients” — Everyone related to XXXX company and their +1s to the free meal and free bar at “The Hilton Inn on XXXX of December 2014” — Now that is something I would go to!
Make a quick speech and hell you might even land a 5/10k a month client their who ends up making the party financially worth while! If not, I bet your clients stay with you anyway.
Cheers for the read. Share and like and tweet and all that good stuff.