"There is only one boss. The customer. And he can fire everybody in the company from the chairman on down, simply by spending his money somewhere else."
This powerful quote from Sam Walton, founder of Walmart, depicts the importance of the customer for any business. Regardless of how well you plan a venture or the talent of your sales team, the key to success lies in reaching the right customers at the right time.
Recent years have seen a considerable transformation in the methods for customer acquisition and retention in network marketing business. It is not just that you can't book sizeable stadiums to host huge events, but that most people value their virtual presence much more than their physical presence.
The digital scenario that prevails in the post-pandemic age has set a precedent for many network marketing businesses. It also led to a change in customer acquisition and retention tactics. For 2022, experts predict a high success ratio with more focus on the digital arm of your salesforce.
Throughout this piece, you'll get to know about the tips that experts recommend for customer acquisition and retention for network marketing. Moreover, you'll learn how to wield the best software tools to make the job much less stressful for your sales team.
What Long-Term Customer Retention Means for a Networking Business
The CRM in a network marketing business follows a definite marketing funnel formula. You can't increase the scope of your business if you don't convert the existing direct sales customers into valuable assets down the line.
Long-term customer retention can yield numerous advantages for network marketing. Customers that stand by your organisation long enough provide valuable data on purchase behaviour that you can replicate in other prospects. Furthermore, their acquaintances hold a strong promise of conversion and growing your network.
The effectiveness of your marketing campaign depends upon two factors - Customer Life Time Value (CLTV) and Customer Acquisition Cost (CAC). The higher the ratio between the two, the better the margin for profits for your venture. A network marketing business should always keep the balance above 3 to make up for the expenses and compensations.
That means that retaining quality customers should cost you about a third of what it takes to acquire new ones. It becomes increasingly complex for those who try to stick to conventional marketing methods, unaware of the spellbinding powers of email marketing and the wonders of search engine rankings.
Proven Tips by Experts for Customer Acquisition and Retention in an MLM
While many veterans in the business may still consider traditional methods more effective, hard data from experts proves the efficacy of a digital approach. A few critical tips for customer acquisition and retention in a network marketing business are mentioned below:
1. Identify the Correct Audience
You don't want to waste precious time and resources on leads that don't have an apt conversion probability. Sure, the right marketer can reach out to every possible customer, but it doesn't mean that you need intensive efforts just to convert a single lead.
As important as it is to get the word out about your initiative, it is all the more important to identify the leads that shall convert efficiently. Hence, before commencing the campaign, it is a great idea to identify the potential of your prospects.
Global MLM Solution helps you do just that with lead capturing and business plan management. It can connect the dots for building an optimised audience that best fits your strategy. You can even track conversions in real-time through the mobile app.
2. Use the Digital Frontier to Your Advantage
The internet and social media are the perfect tools that you can use to increase the reach of your business. They beat the need to physically set up seminars or marketing events that often require substantial capital, with no guarantee of adequate returns.
Advanced tools like AI and machine learning can help your network marketing business progress faster. You can create custom campaigns using Google Ads, Facebook, Instagram, and other relevant social media to gain the confidence of potential customers with minimal investment. Upkeeping your digital presence can pay off big dividends.
While it may seem like a challenging endeavour, Global MLM does all the heavy lifting for you. It can integrate the necessary features for a successful digital campaign. Whether you prefer texts, social media posts, Search Engine Marketing (SEM), or any other digital means, our software can deliver precise reports when you need them the most.
3. Personalize Campaigns
It doesn't matter how well you put forth your networking ideas if you can't relate to each potential customer individually. Statistics show that 72% of consumers only respond to personalised messages. Thus, personalising your marketing campaigns produces better quality leads than generic promotional material.
Automated responses and customised email marketing are a couple of critical steps you can include in your campaign. For instance, wishing your audience a happy birthday as you present them with a way to improve their lifestyle is an effective way to acquire high-quality prospects.
When you choose Global MLM, you can get your hands on some exclusive benefits to gain an edge over the competition:
- Configurable enrollment fees and specified subscription packages.
- Intuitive interface, customised profiles for each member who signs up,
- Compatible with multiple languages and currency to expand toward international prospects
- A robust ticketing system that caters to the questions and issues of each candidate or business partner individually
4. Provide Viable Benefit Scenarios
IThe most significant hurdle a network marketing business faces is establishing authenticity for its core audience. Even if you adhere strictly to all FTC standards, it can be hard to convince potential customers of the scale of success they're missing out on.
“Marketing is no longer about the stuff that you make, but about the stories you tell.” – Seth Godin
Therefore, providing viable benefit scenarios and genuine feedback becomes imperative. You need to present your business venture as legitimate with actual humans (and not bots) backing it up.
Global MLM makes that job easier by representing a coherent organisational structure in the form of a genealogy tree. It can help a prospect know how they could belong in the group while also lending some transparency to your venture. Additionally, you can convey the security of the transactions and value propositions that most MLM software usually leave out of their pitch.
5. Analyze the Response Before Remarketing
A significant yet easily avoidable mistake that most networking marketing businesses make is to focus on new acquisitions instead of reviewing their past responses in detail. Going through a thorough analysis of previously unresolved prospects can grant you new insights and improve your marketing performance. You can also choose to remarket on previously missed opportunities as part of your renewed strategy.
"Your most unhappy customers are your greatest source of learning." - Bill Gates.
When you utilise an MLM software from Global MLM, you can avail of all the data you require on client value and their acquisition costs. It can show you how much your organisation spent on average for a quality lead down to the cent.
By tracking the specific activities of each member in the chain, you can iron out the creases in your business strategy. It becomes convenient when your business deals with non-physical assets like cryptocurrencies and NFTs.
How To Identify the Appropriate MLM Software for Customer Acquisition
By now, you may realise the need for dedicated MLM software to assist you and your team with customer acquisition. You can't expect your associates to be talented programmers or have experience with backend tools. Therefore, ease of use and a high degree of customisation should remain the priority for the correct software.
In addition to all the assists mentioned earlier, the ideal MLM software for your networking business should possess the following characteristics:
- Easy E-Wallet transfers for businesses expenses and paychecks
- Multiple payment options
- Fully responsive (Supported by most digital devices)
- Modest hardware requirements
- Customisable themes, ranking rules, and sponsor positioning
- Scalable to securely handle extensive data and unlimited members
The network marketing business is all about staying with the times. It would be best to focus on creating a personal connection with your prospects so that they have faith in your organisation. It means keeping the operations within the limits of the ever-changing FTC guidelines and establishing a bottom line that fulfils the promise of financial independence for every associate.
Customer acquisition and retention in network marketing business remain as relevant as decades ago. The only difference is that it counts more on the 0s and 1s of the microchips than billboards or paper pamphlets.
We hope this article helped you understand the newly adapted methods to help your business grow. Which tip was your favourite one? Do you have any ideas for an excellent MLM software? Let us know your thoughts in the comments section below.