If this article sounds a bit familiar, it’s likely because it’s an issue I see quite often in the marketing world, and in my own business. Since it seems to be a topic very relevant to today, I decided it would be a good marketing topic to address here.
The reason this topic always seems to be a timely one, is because sometimes we get so caught up in marketing strategies geared toward attracting new clients and getting out in front of a new audience, we forget about those who already know, like and trust us … as well as love what we do and how we do it!
We’re so busy focusing on how to grow our businesses by adding new clients, we totally miss the marketing “mark.” I’m sure you’ve heard the saying (or something similar) that it costs 7 times more to obtain a new client than it does to keep an existing one. I’ve heard a variety of numbers – some much higher; but no matter what number you want to attribute to the cost, it’s true.
When was the last time your marketing strategy included your existing clients?
You might ask why you should spend time and effort marketing to your existing clients or customers. They already know what you do. Right? Wrong!
Just because they are already clients, doesn’t mean they are aware of all the services you provide.
I’ve had more than one client contact me after seeing one of my blog posts, or a post on social media, telling me “I didn’t know you did ________!” (Fill in the blank with whatever I was posting about.)
Or … worse yet, one of my clients posted on Facebook that they were looking for referrals for a specific service WE offer. Talk about egg on my marketing face when I had to email them … “Uh, we do that – can we chat?”
Consider this …
Your existing clients may have visited your website and reviewed your services and products when they first contacted you, but may never have revisited or reviewed your site again!
Your existing clients hired you to provide “ABC” services, but have no clue you also provide “XYZ” services!
Don’t assume your clients know what all you do simply because they are your clients. If you haven’t told them lately, they probably don’t!
Take it from someone who has learned her lesson … the hard way, and as sad as it might be, continues to learn this lesson through trial and error.
My advice to you now, and in the future, is to make sure your existing clients are included in your marketing strategy. Let them know when you add new services or products, and suggest existing services and products to them that will provide value and benefit to the growth of their businesses!
Never just assume your clients know what you do. They probably don’t! And if they don’t, make it a point to ensure they do going forward.
