The June “Technology Roadmap” stop covers marketing to your
customers. When we think about marketing, we often think about using it to
bring in new customers as generating new leads is usually the focus of the
marketing department. However there has been a trend this last decade where the
focus is shared and companies are spending more time and money on improving
customer retention rates. Studies have shown that improving your customer
retention rates just 5% can increase your profits by over 25%. Keeping that in
mind, here are 4 additional reasons why marketing to your existing customers is
important.
- Existing
customers spend more money- Your
loyal customers have already chosen you and your products over that of
your competitor. Since they trust and value your business, they are not
as price-conscious and willing to spend more.
- Your
- Positive
customer relationships improve brand credibility- Your
customer service plays a huge role in promoting customer loyalty. If you
have a loyal customer base you will have repeat clients, customer
referrals and high retention rates. Some great examples of customer
service include making customers feel special, addressing them by name,
rewarding them, providing prompt support and customizing your automated
replies and notices.
- Your
- Aid
in your product expansion efforts- If
the goal of your business is to grow and expand or introduce new or
additional products, then a solid customer base is your best audience.
Cross-selling is more effective if a strong relationship has been
established. Using mediums like newsletters, SMS and social media
consistently to your customers will help you expand your business faster.
- If
- Your
existing customers will bring in the new customers- When
people love a service, product or company, they want to tell their
friends about it. These personal recommendations will do more for your
business than a random billboard would ever do. Another effective way to
convert leads is from customer reviews detailing their experience with
you. Make it easy to collect testimonials so you can use these powerful
reviews to promote your business.
- When
Now that we understand why it is so vital to market to our
customers here are some ideas you can put into action to market and solidify
these relationships.
- Mango
Customer Message Centre – A module incorporated into Route Manger that
integrates voice, SMS, fax, and email into a seamless process that allows
you to reach out to your customers using the channel that they prefer. You
can design, personalize and schedule reminders for past-due balances and
billing, statements, invoice copies, upcoming delivery notifications,
delayed services, marketing promotions, text messages that you’re arriving
soon and much more. - Sending
out newsletters consistently – Using programs such as Constant Contact or
Mail Chimp can make it easy to stay in communication. You can schedule out
in advance, post automatically to social media and even resend emails with
the click of a button. - Create
a loyalty or rewards program. Customers love to be recognized for
referrals and purchases. You can also offer freebies or extras for
loyalty.
Putting into action some of these steps and remembering to
appreciate your customers can go a long way when it comes to grown, longevity
and profitability for your business.