This could not be further from the truth. Marketing and customer retention go hand-in-hand and should not be separated from one another. Loyalty is what happens when your marketing interacts with new and existing customers. Focusing solely on the acquisition of new customers is nearsighted and will not garner long-term success. This is a principle that should be remembered way back when you were first learning how to build an ecommerce website.
In order to keep your clients coming back for more, you should follow what is called the “Three C’s of Evergreen Organizations”: Character, Content and Community.
When you are learning how to build an ecommerce website, one of the first things you’ll order to fully retain a customer, you cannot keep the relationship merely transactional (for example, they give you money and you provide a service or product). You must develop a deeper connection with your users, or else there is no other reason for them to continue doing business with your brand. You have to show the public who you are as a company. The biggest and best companies in the world have established themselves in a way that is in sync with how they wish to be perceived as a brand.
For example, Target has taken a very progressive stance on LGBTQ rights by displaying same-sex parents in their marketing. While this has polarized themselves in a way, it has also established them as a brand of certain character and made the bond between them and their loyal customers stronger.
If people sense that what you’re selling isn’t quality, or at the very least what they expect, you aren’t going to be very successful in business. This is why content is the reigning trend in marketing right now. Even if your products are superior quality, if you aren’t connecting with your target audience, you aren’t going to thrive in today’s competitive economy. You must create and utilize quality content, in the form of blogs, social media posts and other copy, to generate genuine bonds with your user base.
Without a passion for your brand, you are going to find that you are struggling to retain customers, while constantly trying to find new ones. When you build a community around your company, you are investing in the passion of your customers. The internet has simultaneously connected and disconnected the entire world. Anyone can reach anyone, but people tend to stay in communities of like-minded people. An organization that understands the deeper needs of their target audience can create the perfect environment suited for developing a strong community.
This can be done through the use of social media platforms, like Facebook, Instagram and Twitter. Without a community, your online business is going to flounder, while more socially active brands prosper.
A company that can retain its customers is a successful company that doesn’t waste effort, money or time on pointless foibles. Stick to the Three C’s and you’ll find that you are keeping customers happy and returning to your brand!