How to Turn Existing Customers Into Repeat Business

K2ConceptsK2Concepts Posts: 14,073Administrator El Jefe

It’s 6 to 7 times more expensive to attract a new customer than retain an existing one. Investing a little time in creative marketing could bring them back and pay off big time for your small business.

Finding, attracting, and converting people into paying customers can be costly and time consuming. Thus, it would make sense that you’d want to keep a client once you earn their business. So, are you doing a good job of staying in contact with your customers?

It’s important to stay in touch with customers no matter the business model or industry. However, service-based business models are highly dependent on repeat business and it’s worth your time and money to focus on staying in touch and reengaging existing customers.

Here are four tips and techniques that may do the trick:

Send Out Regular Communication
Nothing replaces regular, relevant communication between you and your customers. While it can seem fruitless at times, this steady contact will help you retain a relationship, even when they don’t necessarily need the services you’re offering.

The thought of staying in touch with all of your past and current clients might seem overwhelming, but it doesn’t have to be. Thanks to tools like Smilebox, you can easily create compelling flyers and emails with simple and attractive templates. You can then use an email marketing solution like MailChimp to automate the rest of the process.

Connect on Social Media
Email is great, but it doesn’t always feel organic. In order to humanize your brand and increase exposure, you also need to be connected with customers on social media.

“Social media represents a low-cost way for companies to engage customers in two-way dialogue and develop deeper relationships,” digital marketing expert Nichole Kelly explains. “Relationships are a benefit that is difficult to achieve with other marketing channels. One often-overlooked opportunity is to use social media to strategically drive incremental revenue from existing customers.”

There are a couple of different ways you can leverage social media (when it comes to existing customers). The first is to offer customer service help via social channels. The second is to improve the customer experience by building up the brand and proving value.

Offer Coupons and/or Free Deals
Some customers are highly price sensitive and will need to be “sold” on doing business with you again. One method to reengage this group of customers is to offer enticing coupons and deals.

For example, you might send out a limited time offer to previous and existing customers for 25 percent off a particular product or service. Not only does this hopefully lead to a lift in sales, but it’s also an expression of goodwill and loyalty toward your clients.

Ask for Feedback
If you really want to know how you’re doing, who better to ask than you customers? Try asking for feedback and see what your customers say. You’d be surprised how willing many are to give you constructive advice and information that would otherwise go unspoken.

There are a number of ways to ask for feedback. One option is to send out surveys and questionnaires via email – though the response rate is typically very low. The better choice is to leverage social media where the process is a bit more personal.

Existing vs. New
Did you know that it’s 6 to 7 times more expensive to attract a new customer than retain an existing one? If you’re looking for a cost-effective way to grow revenue and maximize the resources you have, it would be wise to pursue your past customers with as much intensity (if not more) as new customers. It’s not easy, but there’s certainly a lot to be gained from an investment in this area.

Comments

  • smike61smike61 Posts: 15Member
    Be active on social media but not obnoxiously so. People like to see there stuff out there. Social media can be a huge tool. We had thousands of followers at the Tattoo Studio so all we had to do was make a post about an event and it would be seen by 10- 12 thousand people. I suggest having a blood drive or something for the community we had two blood drives year. It gets you in the paper and gets people out to meet you. When you are new you are not part of the conversation and your goal is when people you don't know talk about the business you are in you want to be part of the conversation getting noticed is your first big goal. You can offer field trips for the art students get them out there and show them what you do and they will spread the word. We always had a referral program where if a client brought in a client depending how much they spent they got deals. I can make T shirts so I used to make up a bunch of shirts with out shops name and on the weekends we would have some local eye candy pass them out at bars and clubs and if they wore then when they came in they would get a discount. We would get with local promoters and inbetween bands at concerts we w ould shoot T shirts off the stage. We also gave our customers those little rubber wrist bands with our logo on it and every once in a while we would run a special for those that just had the wrist bands
    There is a lot of stuff you can do to get noticed but dont offer to many deals or people will expect it and you want people coming in to your shop knowing they are going to have to spend money but will get a quality piece by an experienced professional. Leave it to Bob dipping out of his bird bath to give all the deals. Dont take jobs that are over your skill level just for the money unless you inform first that this piece will be a challenge for you. But most of all treat people with respect own up to your mistakes and offer to make it right. Some of your best customers can come from your worst mistakes if you handle the situation professionally. Most people know that everyone fucks up now and again admit your mistake explain it to him and then tell him how your going to fix it and if he leaves happy the next time he's having a conversation he will tell people that you stand behind your work and poof you are now part of the conversation and on your way to bigger and better things
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