In this article, I wanted to talk about games, and what we can learn from them when it comes to retaining our customers and clients.
For real though, the mobile gaming industry is jam packed with new games coming out every day and it’s super competitive.
So the life or death of a company usually relies on how well they can retain their customers… and by retaining I mean playing that damned little game!
You know the feeling, right?
You know you should be doing something productive, but you cannot stop playing at that little game… getting to the next level, unlocking the next thing, etc.
There’s some deep psychology behind this… and believe me, you’re not alone!
If we could learn a thing or two out of these companies, we will be well on our way to increasing user retention, getting our customers more engaged and doing a better job at helping them…
At the end of the day, you want them to STICK if you want to give them results, correct?
Let’s jump into how this applies to your business and what can we learn from them.
The first thing that you need to know is that there’s usually this “wow” effect when someone purchases your services or download your products.
Both you and your client are pumped about this.
You’re pumped that you got a new client and your client is pumped (if you did your job right) that he or she is investing her money in his or her business.
This is similar across all industries, and it starts before you even get a dime from your clients.
When you’re selling your product or service to them, you need to apply something known as “future pacing”, where you can walk them through the experience of working with you or buying your product.
This is no different than mobile games.
As you can see on this graphic, the typical retention graph drops down dramatically as you move in time.
Granted, we’re not in the gaming industry, but this is something to consider:
This is even more important when you’re selling continuity or subscription based programs.
According to this article, you want to pay close attention to the Day 1, Day 7 and Day 28 mark.
Day 1 retention tells you about how effective is your product’s first experience. This is also when most of refunds come to play. People get buyers remorse and they want their money back.
Day 7 shows you how they liked your product and they’re getting to know it better. Day 28 shows you people that are engaging with your product consistently.
You might want to tweak these dates to make sense for your service or continuity program.
Maybe it’s 30 days, 60 and 90 days, etc.
Not all of your customers are created equal.
So the more you can segment, the more you can talk specifically to them.
For example, last week we surveyed our entire list and we found out that 50% of our audience were digital marketing agencies that needed help with their client acquisition process.
The remaining 50% was divided between info-product sellers and coaches/consultants.
Even if the logic behind sales funnels and marketing is the same, you want to have this in mind.
Needless to say that I’m creating much more content on how to get better quality clients, how to keep them for longer (thus, this article) and how to scale, etc.
So the more you can segment your audience, the more you can talk to their specific issues and pain points… and the longer they’ll stay with you!
Churn is a fancy word to say “people that leaves your program”.
The higher your churn, the more people you’ll lose. And while churn is inevitable, you can definitely decrease it.
So here are some techniques to decrease your Churn:
When it comes to onboarding your new client, a good sequence is key.
What are you doing for each of your new clients? What are you sending them that makes them go “wow, this is cool!”.
Also have in mind what’s known as Future User Behavior.
The more data you collect, the more you’ll know how your user behaves at each step of your service or product.
Prepare some good tutorials or onboarding material so that you can influence this Future Behavior for the better.
It’s not just enough that your client bought your stuff.
You also need to sell them on consuming content or using the stuff they purchase from you!
You’re always selling, and this is no exception.
You see how many games and apps have push notifications, emails, SMS, etc.?
They are doing this because they want you to remember that you have the thing installed on your phone!
So if you have a continuity program and you add some more stuff to it, let your client know!
Send them an email, even do some retargeting campaigns if you add more stuff.
Keep it in front of their mind. This is one of the reasons I love Facebook groups for my products.
People spend a lot of time on Facebook anyways, so they might as well consume what I’m putting out.
This is also known as “Gamification”.
You see how some games will give you badges, gifts, rewards, etc., as you progress through it?
You can do the exact same thing with your continuity program.
For example, on the Semantic Mastery Mastermind, we send them a t-shirt the first month, then a book the second month, and so on.
You don’t need to actually send them “stuff”, but it’s a good idea if you unlock certain perks as they move forward.
Even a small celebration email like “Yay! You’ve been with us for 3 months now! Congratulations!”, goes a long way.
The more social your process can be, the better. Again, another reason why I love Facebook groups, or any type of group for that matter.
If you have an agency serving local clients, you can make a mixer and let them network with each other.
Or you can do this digitally, as we do with the Semantic Mastery MasterMIND, where our members can actually network and do business with each other.
Bottom line is that people love to “belong”.
If you give them the opportunity to do so, they’ll feel your brand is providing so much more than just a product or a service.
The Power of Marketing is a project by Hernan Vazquez Media, LLC. www.hernanvazquez.com. This initiative is to help small business owners, entrepreneurs and agencies learn tips, tricks, techniques and methods in regards to Digital Marketing and Marking in general.
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