I’m sure you’ve heard it before — relationships don’t just happen; you have to work at them. Let’s face it. People are fickle. If they feel like they’re being neglected they’re likely to go elsewhere. A steady, consistent approach to your relationships means that your customers will anticipate — and look forward to — hearing from you.
Make a Plan
Sit down with a calendar and think about the ebb and flow of your business. Are there certain days or dates that tend to be busier than others? Be realistic. Don’t overcommit. Your shop has a rhythm to it and you want to capitalize on it, not place it in jeopardy.
Website: Your website content should be reviewed and updated on a monthly basis. Remove — or move to an archive location — notices of past events, sales, or other dated material. Make sure current and upcoming events are displayed prominently. If your business hours change seasonally make sure the current hours are listed.
Newsletter: Your newsletter should be sent out at least once a month; if you have a lot to say it may make more sense to send shorter newsletters twice a month or even weekly. Let your subscribers know how often the newsletter is sent; it’s a great idea to always send it on the same day and time — for example, the 3rd Wednesday of the month, the 2nd and 4th Monday, or every Thursday.
Blogging: You should post to your shop blog at least once a week to keep your readers’ — and just as important, Google’s — attention. Google loves blogs, but make sure your content is related to your business.
Twitter: Tweets tend to be more spontaneous, but this doesn’t prohibit you from planning. Decide the best days/times to post your tweets based on your audience, and make sure to post at least several times over the course of a week.
It’s easy to make an ambitious plan and then fail to make your targets. Instead, be conservative in your planning. Once you get a rhythm established you may choose to increase the frequency of your updates, but be careful not to overwhelm your audience. Smothering can be just as detrimental to a relationship as neglect.
Show your customers that you care about them and they will become fiercely loyal. Not only will they remain your customer, they’ll tell their friends. And anyone else who happens to ask. They’ll write great things about you on their blog. And word-of-mouth advertising is the best kind of advertising there is.
