Valentine’s Day is almost here, and it got me thinking about ways I could show a little more love to my customers. Simple, yet meaningful value… A “Freebie” so to speak.
It’s always a good idea to nurture your loyal customers, and it’s important to have a “freebie” or two that goes beyond the typical customer exchange. Nowadays, many of your customers (and prospects) have even grown to expect something of value up front, before they’re ready to buy.
Okay, maybe you’re thinking: “I have to give away stuff for free? How can I afford that?”
The next question you should ask is: “How much is a loyal customer really worth to me?”
To be fair, not every customer (or prospect) will reciprocate with a purchase right away. After all, a freebie is a freebie, no strings attached. But if you you’re reaching qualified prospects and rewarding loyal customers, it will pay for itself in Hearts and Spades!
Here are the Top 5 Freebies that Show Customers You Care:
1. BLOG AND SOCIAL MEDIA POSTS
What better way to show your love than free expertise? Any SEO guru will tell you that “content is king” and your Inbound Blog and Social Media strategies are huge assets to your business, but this type of freebie is particularly special. Not only are you providing valuable information, you are positioning yourself as an expert to the people who need your expertise most.
When you deliver consistent and reliable content, your customers and fans will follow you and recommend you to others. They’ll be happy to join your email list, they may even keep your emails in their In-Box… How’s that for True Love?
Cupid’s Fun Stats: According to Social Media B2B, B2B companies that blog generate 67% more leads per month than those that don’t. According to HubSpot, Marketers who have prioritized blogging are 13x more likely to enjoy positive ROI.
2. TRADE SHOW TRAFFIC BUILDERS
Nothing says everlasting love like a tangible, reusable freebie… Okay, okay, so I’m getting a little carried away with the theme here! Nevertheless, “traffic builders” not only create immediate value and positive brand perception, they create Buzz around your booth, and are kept long after the event. Traffic Builders encourage repeat attendance too. If you create enough buzz around your brand at industry events, people will seek you out year after year!
Cupid’s Fun Stats: According to PPAI, 71.6% of attendees who received a promotional product remembered the name of the company that gave them the product. 76.3% of attendees had a favorable attitude toward the company that gave them the product.
3. FREE REPORT OR GUIDE
Curated Information in the form of a Free Report or Guide is a great way to show your love… and showcase your expertise! The best way to offer this freebie is through your website. Let visitors download your guide, branded with your logo and contact information. If it’s truly unique and valuable information, they will keep it on file as reference! Many marketers require email registration before download, making it a great lead generation tool.
Cupid’s Fun Stats: 80% of users said they would register for a whitepaper/ebook (Source: Lonely Marketer) 42% of businesses name email as one of their most effective lead generation channels. (Source: Circle Research)
4. THANK YOU GIFTS VS. LOYALTY REWARDS
Thank You Gifts are unexpected while Loyalty Rewards are earned (and expected). I personally enjoy the look on customers faces when they unexpectedly receive my gift. The positive emotion in their reactions is important to me because it also instills a positive perception of my brand.
Loyalty Rewards are a great way to show some love to your loyal customers too. Although customers expect to earn these rewards, they are still a great freebie to create buzz around your brand! In both cases, they know they are getting extra value, and that you appreciate their business!
Cupid’s Fun Stats: According to a PPAI survey, Sales people who gave promotional gifts to their customers received 22% more referrals than sales people who did not use promotional products. 52.1% of participants reported having a more favorable impression of the advertiser since receiving the item.
5. PARTIES, SEMINARS AND EVENTS
Who doesn’t like a Party? How about a party that helps customers learn something new? Show your love and create buzz around your brand (and those who help to sponsor the event). Free education not only promotes your expertise, but introduces customers to new and exciting ideas.
Create a theme and hire a caterer. Hand out educational materials that support your theme. Partner with sponsors who also benefit from your audience – they can help you with the expenses. Don’t forget Name Tags! Whether it’s educational or just for fun, taking time to celebrate the culture of your industry is an exciting freebie to offer your customers!
Cupid’s Fun Stats: According to one MPI report, 40% of prospects converted to new customers via face-to-face meetings (Source: Meeting Professionals International). The meetings and events industry is responsible for $458 billion of the country’s gross domestic product (Source: Forbes)
TIPS TO MAKE YOUR FREEBIE COUNT
Budget – You’ll need to stay cost-effective for obvious reasons, yet budgeting first tends to limit creativity. First determine what will delight your customers, then work to find a comparable solution that will fit your budget. If you can justify a more expensive gift (or at least gift of higher perceived value), and it meets all of the below criteria, your customers will LOVE you for it!
Timing – Don’t wait until the last minute to plan your freebie strategy. Whether it’s a Trade Show Giveaway or Blog Post, give yourself enough time to plan in advance. If you don’t put much thought or effort into your giveaway, it will go unnoticed.
Targeting – Give some forethought into who you are rewarding. Who will benefit from your freebie? Are they an ideal customer for your business? Being selective will narrow your focus and keep you from attracting “freebie seekers” who won’t benefit your business.
Relevancy – Know your audience. Speak to them in a voice that they can relate to. Is your freebie relevant to your audience? Is it something they will appreciate or value?
Whether you want to host an event or just show a little love to your customers, tell us about your goals and we can help you show your customers how much you really care!
