We hear this question a lot. After all, we all need new customers to grow. It might seem strange to when we ask you “how often are you talking to your existing ones?”
For too many business owners it is all about the chase. The hunt for new customers is understandable, but it is expensive and takes awhile. It takes about 13 “touches” in today’s constant barrage of messaging to people before they will start to notice you. Now a “touch” could be print, radio, cable or online ad, social media post, email, etc. You can see how that could get expensive.
In fact it costs 7x more to get a brand new customer than it does to get more business from your existing customers. If you consistently talk to your existing customers either via social media interaction or by keeping them up to date via a monthly email marketing campaign – letting them know about you and your business (people work with people not a company, don’t be afraid to let people get to know you), and what new services or products you have, your business will grow. And, by staying engaged with your customers, they become your referral source and you will get those new customers.
Now, I am certainly not saying that you shouldn’t advertise. Advertising has very real and significant benefits in certain cases – building brand awareness, product and service awareness especially for retail, etc. However, every business should be utilizing email marketing to stay in touch on a monthly basis with their customers.
I know what you are thinking, “I get so many emails and I never look at them.” We all get too many emails, but stop and think about certain emails you might get that you almost always open and look at. Why do you do that? More than likely, you like the business, their was an engaging headline and their content is always good. And by good we mean it has an element of educational value, interesting content, usually a deal popped in there, and something fun that makes you want to see what it is this month. What is that? It could be an employee or customer spotlight – and have fun with it … what’s your favorite movie? Things like that. Or maybe it is a book review or a family recipe, or a joke of the month (keep it clean).
The monthly email shouldn’t be long and for the love of whatever God you worship too, do not use November 2017 Newsletter as your subject line. Put some of your personality into it and be informative and fun. And if you need help with all that, we can help.