At a meeting yesterday I discovered that a client was offering a discount to their twitter followers which required the follower to click on a link and register for the client newsletter which would then in turn make them a “member” and entitle them to a discount. This medium sized business has a great handle on online marketing and marketing in general, however couldn’t see the value in offering something to people who weren’t “members”
The traditional membership/loyalty days are on their way out (sorry email marketers!) Social Media is creating loyal, brand ambassadors that are engaged with your brand in other ways. Just because you don’t have access to their email address and shopping preferences, doesnt mean they aren’t as “valuable” as your data base members.
Yes, its difficult to measure how much each of these customers are worth, however once you start ENGAGING them, their true worth will be revealed.
Our challenge to you today is, should you chose to accept it… is to remove the barriers to entry for your clients to start engaging with you in more meaningful ways. Show ‘em you love ‘em.