Giving Thanks: B2B Customer Appreciation Tips For Manufacturers

You already know that your customers mean everything to your manufacturing business. However, it's important to let those customers know it every once in a while, too. Most companies likely spend a lot of time, money, and energy bringing in new clients, but very few companies expend anywhere near that much to retain the customers they already have. In fact, just 43% percent of B2B firms consider customer satisfaction a key goal. Studies show that organizations that focus on optimizing their customer engagement outperform their competitors by 26%.

How To Thank Your B2B Customers This Year

An emphasis on customer retention can make a big impact on your bottom line. Here are a few ways you can step up your customer appreciation efforts.

Spend Quality Time Together

Your customers know you are busy, so taking time out of your schedule is a great way to show them just how much they mean to you. Let them know you're in town and that you would like to stop by for a visit (depending on the travel restrictions in your area, if any).

An in-person meeting just to check-in shows you care. Apply your humanity to your business personality. This goes a long way in building real relationships with your clients and keeps them feeding the revenue stream. And as an added bonus, if something does go wrong, they won’t be so quick to lose their cool if you know the names of their kids. That which is unexpected is especially appreciated. 

During your meeting, ask them about their business goals. Learning about their goals helps put yours in a new perspective. Although this meeting is about your customers, this might the perfect timing for a quick customer testimonial and use in your marketing content.

Learn More: How To Create Quality Content That Engages Your Prospects

Send A Gift

Who wouldn't appreciate receiving an unexpected holiday gift in the mail? If you're sending food, stick to something that isn't perishable or that can handle the travel in a mailing package. Consider personalizing a bulk of items to send out with your company logo. Corporate gifting is a great way to expand your brand's reach— find a corporate gift supplier here.

Alternatively, is there a book that has inspired you, motivated you, or shaped the way you lead your business? Then share it with your customers! This can be a great way to give your clients insight into your values and company culture, while at the same time providing them with a memorable gift. Plus, every time they look at the book on their desk or share it with a friend, they'll be reminded of your company. Not bad.

Offer A Charity Donation Of Their Choice

Corporate Social Responsibility has become a bit of a buzzy term, but with good reason. Companies want to do business with other companies that are not only good for their bottom lines, but good for society as well. Do some homework to learn about the causes that matter to your clients, and then offer to make a donation to those charities on their behalf. 

Share The Love With A Simple Note

If all the above are out of your budget, send a thank-you card or a simple "It's great to work with you" line in an email and share a valuable resource to help them get their jobs done.

If your customers are active on social media, put together a creative interactive post to share. Following their accounts, sharing their updates, and liking their content takes just a few minutes, but it shows them that you are invested in their success — not just in making money off of them. 

Build An Engaging Digital Customer Experience

Engineers, procurement managers, and MROs face many challenges in their jobs. Support their needs by creating a digital customer experience that makes their day-to-day easier.  Offering videos, free educational resources, and more, shows you care about your customers — see the top trends here.

"We wanted to help educate our customers. Through eBooks, blogs, a revamped website — they actually drive our own knowledge out and customers appreciate the insight," said Jeff Collins, Partner at Renown Electric.

Manufacturers who can focus on a digital customer experience as a key strategy to their website and marketing plans have opportunities to earn repeat business, grow their customer base, and increase their bottom line. Research from Aberdeen Group shows brands with the strongest digital customer engagement strategies retain an average of 89% of their customers compared to 33% of companies with weak strategies.

💡 Thomas Fact: 67% of B2B buyers rely more on content to research and make purchasing decisions than they did a year ago, but creating content online can be a challenge. Contact our team of industrial experts and let us help with a customized lead generation strategy.

Expand Your B2B Customer Base 

Your current customers are key to getting new customers so it's important to be proactive in your relationship with them to retain them. Also understanding how and why they partnered with you helps bring in new customers.

Every day, Thomas partners with manufacturers and industrial businesses to deliver comprehensive advertising and marketing services that are proven to help them connect with B2B buyers and grow their businesses. If you’re looking to grow your business or you’re struggling to relate to and retain clients — request a free custom in-market buyer report to see a list of companies who are searching for your industrial products and services. 

“Thomas simply delivers the purest industrial audience on the internet, and working with them has helped us connect with new customers in new industries,” said Pete Elzer, President, Apex Plastic.