This month we are on a mission to help our clients do just one thing that will enable them to get more business from their customers.
In our opinion, marketing to existing customers is grossly overlooked. We seem to get so obsessed with getting new customers through the door, why is that we seem to completely forget about our customers once they’ve bought from us?
There is no better time than now to start thinking about it. Summer holidays mean one thing in business: the quiet zone. Let’s face it, making decisions about taking on new suppliers or signing new contracts are on hold until September so if you have a few spare hours, now is the time to think about how to better connect with your existing customers.
So if you still haven’t got it, here’s two very good reasons why you would want to put your efforts in generating more business from your customers.
1. It costs 5-10 times more to generate new leads than it does generate business from a customer with whom you have an existing relationship.
2. Existing customers will spend on average 60-70% more with you than a new customer.
To put this into context we will refer to the Ladder of Loyalty, a great marketing and customer relationship model which sums it up nicely.
The thing is, a customer is just halfway up the ladder of loyalty. Our job in marketing is as much to keep moving the customer up the ladder to becoming a member, an advocate and raving fan, as it is spent at the bottom of the ladder trying to convert prospects and suspects into shoppers and customers.
So while you have a bit of spare time in the quiet zone, here are five quick and easy things you can do today:
1. Keep in touch with your clients.
The No 1 way to do this is an e-newsletter, cheap, quick, easy and fun. It’s a great way to reconnect – refer to our blog on e-newsletter for more info.
2. Personalise the experience
If your customers going on holiday why not remind them you are still thinking of them. Send them a postcard, a book for their holiday reading, something that is personalised and keeps you front of mind.
3. Reward loyalty
Loyalty is so important in this day and age so how can you encourage loyalty and thank your customers for it. It doesn’t have to be monetary, but a little thank you goes a long way.
4. Develop a referral strategy
Most businesses are built on referrals but do you have a specific strategy in place that makes the most.
5. Provide a guarantee or promise
A little more work required here. But providing a customer guarantee or promise and reminding them of, or inviting them to be part of it, will keep them coming back, time and time again.
We love talking about this subject so if you interested in a finding out more about how we can speak to you or your business about this, please get in touch.