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Your customers are potential leads too
Maybe this is obvious, but I'll say it anyway - our existing or past customers should be treated with the same care and respect we give our new potential leads. However, even though it sounds obvious, do you have a plan of how you market to your existing client base?
I know I am pretty cost-conscious these days both in my business and personal life. If I'm not feeling loved by a store or a vendor, I will not go back there. Even if the business hasn't done anything overtly wrong, if I don't feel something special from the experience and I can go somewhere else that's cheaper or where I will feel like a valued customer I won't go there any more. On the other hand if I go to a store where they know my name, remember my preferences and so forth, I will return again and again, and I will even pay more for that kind of treatment.
While retaining clients is an important reason to follow up with your customer base, possibly more importantly, you have the ability to make more revenue from those customers. Do your clients use every single one of your services? Do they even know all the services that you provide? In the case of Cybertary, I can almost guarantee even our best clients don't know about every single service we offer. That means we have an opportunity to market to them about additional services we can offer them that will help their business. And the best part is, because they are already a loyal client, they are more likely to hear the marketing message because of our trusted relationship with them.
The key takeaway here - if you don't have a follow up plan for your existing customers, you need to create one immediately. It can be similar to the one you use for new leads, but make sure you tailor the campaign to the audience. Remember, they already know who you are, so you can really target your message for what you want them to hear. If you don't do something, they will find someone else who will pay attention to them.
I know I am pretty cost-conscious these days both in my business and personal life. If I'm not feeling loved by a store or a vendor, I will not go back there. Even if the business hasn't done anything overtly wrong, if I don't feel something special from the experience and I can go somewhere else that's cheaper or where I will feel like a valued customer I won't go there any more. On the other hand if I go to a store where they know my name, remember my preferences and so forth, I will return again and again, and I will even pay more for that kind of treatment.
While retaining clients is an important reason to follow up with your customer base, possibly more importantly, you have the ability to make more revenue from those customers. Do your clients use every single one of your services? Do they even know all the services that you provide? In the case of Cybertary, I can almost guarantee even our best clients don't know about every single service we offer. That means we have an opportunity to market to them about additional services we can offer them that will help their business. And the best part is, because they are already a loyal client, they are more likely to hear the marketing message because of our trusted relationship with them.
The key takeaway here - if you don't have a follow up plan for your existing customers, you need to create one immediately. It can be similar to the one you use for new leads, but make sure you tailor the campaign to the audience. Remember, they already know who you are, so you can really target your message for what you want them to hear. If you don't do something, they will find someone else who will pay attention to them.
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