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Retention is the lifeblood of successful, long-standing business. Why? To truly understand the psychology behind consumer behaviours, emotions and tendencies — you need to genuinely connect and interact on multiple levels, with a view to forming rock-solid bonds. You guessed it… This dramatically increases the likelihood of achieving loyalty — and as an end result — repeat custom. If your brand is to tightly grasp and maintain success, custom of this nature is definitely what you want to acquire. Apply these 6 super-psychological triggers to maximize customer retention.

  • DG

    Dana Gore

    over 2 years ago #

    Hi Erik,

    Great stuff.
    In a world where everything is so automated these days...establishing trust seems to be a lost art.

    Doing things like building relationships and taking the time to express gratitude and interest towards others make take a little more time, but in the end, it's worth it.
    We've talked about this a lot with regard to blogging. The relationships become meaningful and lead to a lot of cool things.

    • EE

      Erik Emanuelli

      over 2 years ago #

      Building authority in your niche, working on creating new connections and relationships, offering content with added value for your audience, they are all ways to build trust on the internet marketing industry.

      The triggers mentioned by Sam in this post can be really powerful!
      Thanks for the feedback, Dana.

    • SH

      Sam Hurley

      over 2 years ago #

      Absolutely, Dana! :o)

      Twitter is a prime example of this ... Just because it could be considered to be 'built for automation', doesn't mean it can just be left on auto-pilot without any effort to engage :-)

      It's definitely always worth it in the end whether we're talking business, blogging or life in general ... Over time, relationships become stronger and even juicier seeds are sown.

      ** Care + reciprocity are key! **

      Thanks again for commenting,
      Sam :-)

  • RC

    Reginald Chan

    over 2 years ago #

    Hey Erik,

    I totally love this post. Scarcity -- I noticed the trend of people using this a lot recently and it is really powerful (if you do it right).

    Great post as usual and thanks for sharing!

    • SH

      Sam Hurley

      over 2 years ago #

      And you are totally cool for commenting here, Reginald!! #Cheers :-D

      It's a good job you did ... Because commenting isn't open for long ;-)

      Haha!!!

      Indeed ... Great technique when used *correctly* ... And not OTT!

      • EE

        Erik Emanuelli

        over 2 years ago #

        Ahahah, Sam.
        I had to read twice:
        "Because commenting isn't open for long ;-)" to get it.
        I just need more coffee this morning.

    • EE

      Erik Emanuelli

      over 2 years ago #

      Scarsity+Urgency, a powerful marketing technique, most of all for eCommerce.
      When I'm searching to buy something, if there's only one piece left, I hit that "Buy" button right away! :)

  • BP

    Brenda Pace

    over 2 years ago #

    Hey @erikemanuelli ! @Sam_Hurley is definitely the man and one to reckon with!

    I love #1 Reciprocity and #3 Post Purchase Rationalization. Both are key essentials in building relationships and our businesses. I like the other tips but really haven't given them much thought. Looks like I have a bit of homework to do. :)

    B

    • EE

      Erik Emanuelli

      over 2 years ago #

      @Sam_Hurley is really gifted at writing, right Bren?

      Those principles are really effective when applied to eCommerce businesses.
      I would add Trigger #2: Scarcity + Urgency.

    • SH

      Sam Hurley

      over 2 years ago #

      #MissionAccomplished then, Bren! I'm glad to have brought some fresh ideas to your attention :-D

      I'm sure you will smash each one of them, as you already do with #1 ... Let me know!

      Thanks for your *lovely* compliments!!! #YaY

  • LS

    Lisa Sicard

    over 2 years ago #

    @Erik Emanuelli thanks for this awesome share by @sam___hurley . He is someone who really gets it. He understands reciprocity to the fullest. Honestly I don't know how he does it all, he produces awesome content and is here, there and everywhere all the time!

    Retaining customers today is more important than ever as customer loyalty is no longer what it used to be. People switch companies all the time now - but years ago it was almost unthinkable.
    You have to love our customer, give them more than you receive and then you will be able to keep them.
    Thanks for all the tips here Sam - I really need to work on #3. This is a must read and share article!

    • EE

      Erik Emanuelli

      over 2 years ago #

      @sam___hurley is amazing with reciprocity!!!
      I don't know how he makes it, but it looks like he's everywhere and omnipresent!

      • SH

        Sam Hurley

        over 2 years ago #

        Thanks Erik!!!!! xD

        You've also made my day ... It's nice to hear when the hard work pays off — Feedback from others is needed through the crazy whirlwind where time never stands still <3 Much appreciated!!! :o)

    • SH

      Sam Hurley

      over 2 years ago #

      Hehehe!! Thanks for your lovely words here, Lisa!! :-D You really made me smile!! :-D

      I feel honoured to know yourself and Erik. You both very much 'get it', too!!! <3

      'You have to love your customer.'

      That just about sums it all up!!!

      Cheers Lisa — And happy experimenting with #3!

      As always: Keep me updated on this :-D

      Sam

  • JH

    Joy Healey

    over 2 years ago #

    Thanks Erik. Great article by Sam.

    Sometimes scarcity is abused - I have seen sites where the "countdown clock" resets at midnight LOL

    When there's so much competition for business, customers really do need to be made to feel special. User experience is a very important retention factor for me. I want a site to be easy and pleasant to use.

    I remember one guy I used to buy products from, several years go. He always popped a little extra surprise in the parcel. Yes, I was a regular customer :-)

    • EE

      Erik Emanuelli

      over 2 years ago #

      You're right, Joy.
      If you check "blogging" products on ClickBank, they all have that countdown clock. It always looks like there's only few pieces left and if you don't buy right now, you're missing the opportunity of your life.
      While someone may understand the marketing strategy, many users can "fall in the trap".

      • SH

        Sam Hurley

        over 2 years ago #

        It's strange ... However many times it's used, it's still irresistible to buyers! The power of psychology! xD

    • SH

      Sam Hurley

      over 2 years ago #

      Ahahaha!!! Oh dear ... That's not too great, Joy! That would actually repel more customers!!! xD

      Love your final line there ... Such a simple yet highly-effective gesture to keep customers feeling delighted. Nobody forgets stuff like that — it means a lot! <3

      Like you say: With so much competition, brands can't afford to forget the little things that actually make big impact...

      Thanks Joy!
      Sam :o)

  • RB

    Ryan Biddulph

    over 2 years ago #

    Sam makes such a great point on reciprocity. It is the basis of my online success. I share a bunch of folk's content, freely, without looking for anything in return, and wouldn't you know how my business grows when other folks share my stuff. Give freely, receive easily. Good post!

    • EE

      Erik Emanuelli

      over 2 years ago #

      Thanks for confirming that, Ryan.
      You seem to be everywhere, due to your efforts, but also for other people mentioning you and your content.
      The power of reciprocity!

    • SH

      Sam Hurley

      over 2 years ago #

      Nothing more to add to that, Ryan!!! #Truth

      We've pretty much followed the same route ... And it works! :-D

      You've always been generous, sharing my material <3

      Thanks a bunch, man!
      Sam :-)

  • RC

    Ravi Chahar

    over 2 years ago #

    Hi Erik,

    Sam is right, having an effective social proof can be one of the best things for your customer retention. People are educated these days and they search for some social proof of a person before they connect.
    I always notice how people seek for the influencers to get connected.
    ~Ravi

    • EE

      Erik Emanuelli

      over 2 years ago #

      Not just connecting with influencers, but also with other people in your niche, Ravi.
      Not just because those can become influencers one day, but also because there's always something to learn from everyone.

      • SH

        Sam Hurley

        over 2 years ago #

        Absolutely, Erik. I'd love to see stats relating to conversions where 'influencer', 'celeb' or 'big brand' testimonials etc are provided, compared to 'joe public' reviews. This would be an interesting, in-depth study!!!

        Depending on industry, I believe the results would be diverse.

    • SH

      Sam Hurley

      over 2 years ago #

      Cheer Ravi! :-)

      Exactly — And it doesn't hurt to keep gently reminding existing customers about social proof, either. This helps with upsells and as you say: Retaining their business.

      'Influencer' social proof is one of the most popular tactics used today, right!! It definitely works — The trust is massive.

      Catch you soon,
      Sam :-)

  • SA

    Swadhin Agrawal

    over 2 years ago #

    Hi Erik,
    Thanks for sharing Sam's post here. Loved how we can psychologically influence people to do things we want.

    Scarcity marketing is a really great trick, works with normal blog affiliate programs too.

    Thanks.
    -Swadhin

    • SH

      Sam Hurley

      over 2 years ago #

      Thanks Swadhin! I'm glad you loved this one :-)

      I find psychology in marketing sooo fascinating ... There are many ways to influence the human mind!

      Cheers for mentioning affiliate programs ... I hadn't immediately thought of this application when writing the piece, but it's a great way of encouraging sign-ups via CTAs, for sure!

      Cheers again,
      Sam :o)

    • EE

      Erik Emanuelli

      over 2 years ago #

      I mentioned the countdown clock in one of my previous comments, Swadhin.
      In the Clickbank marketplace it's a system that works, but often abused.
      Most of the users can now spot examples of fake scarsity marketing.

      • SH

        Sam Hurley

        over 2 years ago #

        I haven't yet ventured fully into ClickBank market, Erik. Sounds fun! ;-D I'll look forward to learining the ropes!

  • EM

    Eren Mckay

    over 2 years ago #

    @erikemanuelli Emotional bonding (#5) is by far what keeps me as a client. I think the best way to do this is to talk in voice and video. There's something about that human interaction that really helps bonding to occur.
    You can clearly see the power of video with the largest YouTubers. They have huge influence because they've built the 'know, like and trust' factors with an audience. It's amazing the power that they have.

    • EE

      Erik Emanuelli

      over 2 years ago #

      I see your point, Eren.
      Building human relationships last long, more than a traditional online connection.
      I think that seeing the face is what makes the difference. And you mentioned videos and YouTube. There's no better or effective way to do marketing than that.

    • SH

      Sam Hurley

      over 2 years ago #

      Great input, Eren! This would be an interesting addition to the service of many ecommerce brands that typically rely on live chat and/or chatbots at this point in time. I'd like to see it in action!

  • SH

    Sam Hurley

    over 2 years ago #

    Thanks for sharing my article, Erik!! :-D

    Do you use these triggers often? I definitely know you use #1!! :-D

    • LR

      Lorraine Reguly

      over 2 years ago #

      I think a lot of people use #1. ;) I know I do! :)

      Great article, Sam.

      Connecting with buyers on an emotional level is really important. I love that tip.
      Social proof works great with first-time customers. It's tough to get strangers to trust your brand sometimes, and social proof bridges that.

      The best tip? Refunding a partial payment.

      I know if a company did that for me, I'd be a loyal customer forever! :D

      • EE

        Erik Emanuelli

        over 2 years ago #

        That is a nice policy from companies, Lorraine.
        They should all use it.

      • SH

        Sam Hurley

        over 2 years ago #

        Cheers Lorraine! :-D

        I know you do, too!!!

        Love how you touched on first-time buyers. Absolutely! It's also a great idea to keep reinforcing the message to existing customers (to upsell).

        Like you, I would LOVE any company that gave me a refund like this ... Yet to be experienced, unfortunately ;-)

    • EE

      Erik Emanuelli

      over 2 years ago #

      Loved your post, Sam.
      And I liked the marketing insights included.
      I love #1: reciprocity. It should be a "rule" in social media, but also in business (and life, if I can include it). So thank you for writing such interesting piece.

      • SH

        Sam Hurley

        over 2 years ago #

        Cheers Erik!! :-D

        So true... I feel the same. It's definitely a golden rule throughout life, not only in marketing + business...

        Appreciated — Tonnes! :o)

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