A great majority of marketing campaign plans emphasize outreach and garnering the attention of potential customers. That’s all well and good, and it’s an excellent way to grow your customer base, but what about the customers you already have? It’s easy to pour all of your focus on bringing in new customers, but if you ignore your existing customer base, you could be costing yourself a steady source of income for your business. Make sure your loyal customer base isn’t forgotten with these marketing tips:
Track Customer Data
Looking at your data should be step one when figuring out any plan of attack for marketing. You can have a thorough plan for the demographics you would like to reach, but if your marketing attempts don’t actually manage it, those wishes amount to very little. Instead, start by looking at your current customer metrics to see who you already reach. Are they young or old? Men or women? Late night shoppers or pre-work warriors? Your current customer data can show you who you reach, when they spend money, and — more importantly — why they spend their hard earned money on your goods or services.
If you haven’t already, it’s time to invest in a good customer relationship management (CRM) system to help make all of that data easily digestible. Collate shopping trends to study your current demographic information. You can use those details to better understand what makes your current customers tick. If your existing demographic doesn’t match up to your target audience, you can then use that customer data to modify your marketing plan as well as your products or services so you can better reach the group you want to. On the other hand, if you do already reach your intended audience, use your data to understand what you’re doing that brought them to your door so you can grow your efforts and your customer base.
Keep Your Business In Mind
Anyone who owns or operates a business likely understands that the business is always at the forefront of one's mind. With so many things to think about and remember on a regular basis, make sure you dedicate at least some of your brain cycles to your marketing efforts and on how you can keep your business at the top of your existing customers’ minds. No matter how loyal your customer base is, they are being inundated with ads for other similar products and services. Fortunately, once you’ve established yourself as a quality business, it won’t take much effort to keep you at the top of customers’ minds.
Depending on your business, a few different options can bring major success without a massive campaign. Consider sending a monthly newsletter, offering specials or coupons that are only available to loyalty club members, and even send the occasional postcard or email with updates about new products or services. Many of these options are inexpensive and go a long way toward keeping you at the forefront when customers are looking for what you offer.
Always Follow Up
Customers appreciate feeling valued as individuals. Follow up shortly after a purchase to see how things are going — when it makes sense to do so. For goods and services, wait a couple of weeks, and then check in to be sure everything is going smoothly. For more immediate services, like restaurants, take the time to check in while your customers are there. Whatever the case, you can build a lot of customer loyalty by taking the time to follow up with each customer.
Ask For Opinions
Along the same lines as following up, asking for opinions is a good way to make your current customers feel valued while keeping your business at the top of their minds. Sending surveys electronically is a good way to garner reviews for your business while making your customers feel that their input is valued. When you’re preparing to release new products or services, you can also host a preview event for customers to come and provide their opinions before they become available to the general public. This feeling of exclusivity not only helps your existing customers feel valued, but it can also go a long way toward generating buzz that extends to those who aren’t customers.
Create Marketing Materials Just For Customers
While you’re creating any marketing campaign — print or digital — don’t forget to include your existing customers. One of the most effective print ad techniques is to send postcards or mailers with coupons and sales. These don’t even have to be limited to existing customers or loyalty program members, but it certainly can promote feelings of loyalty and exclusivity. Ultimately, it’s a reminder that your business exists, and the prospect of savings is often enough to bring people through your door.
No matter what your marketing needs, make sure you’re telling your brand story in a way that builds up your image. Connect with TerraSlate for all the best waterproof paper products for print ads, mailers, and other marketing materials. Explore our waterproof paper, posters, adhesives, and more online, and connect with our creative team to collaborate on any marketing materials you might need!
