It is common knowledge that keeping your old customers is cheaper than trying to attain new customers. So why is it that we forget this when considering our marketing & advertising strategies? The fact is, if all of our efforts are focused on obtaining new clients, who’s marketing to our current clients? There are some great, cost effective ways of marketing to our current clients in a non-evasive way.
There are some rules though: never over contact your clients (once a month is sufficient, you don’t want to look desperate!), always think of the customers’ needs before contacting them and what will have the biggest impact (after all, you are providing them with a solution to their need), contact your #1 clients first and treat them like royalty (these customers are your priceless jewels; make sure they feel like it) and finally, put dates on special offers or promotions (this creates urgency in the eyes of the consumer & increases your chances of a quick sale).
Newsletters like this one are great as they do a number of things:
- keep your business & logo in the mind of the customer;
- allow you to promote products you supply that the customer may not have known about;
- inexpensive to create and distribute (whether by email or Australia Post);
- increases the credibility you have in your field making you look like an expert;
- non-evasive information that can be viewed at the customer’s pace; and
- interesting well written and researched articles could lead to customers talking about it or passing it on to friends (for a marketer this is like winning the lotto!).
Be warned! Never confuse your newsletter with a sales brochure or a letter. Don’t base your newsletter around how your business is performing or your business’ highlight of the month. Save that info for Christmas! More than likely your clients don’t care and these approaches will annoy them and cause them to opt out or throw it in the bin. You can however add a simple “have you heard about our new product?” or “this month’s product feature” section so long as you keep it straight forward and light.
Above all, your newsletter should be fun, informative and always keep your customers’ interests in mind (though, I must admit, I struggle with this when trying to include an element of “fun” while producing tax and compliance newsletters!).
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Article by Christie Lewis
Christie is Practice Manager at Alan Lewis Accountants . Besides accounting, her passion is for all things small business (and blogging, of course). You can contact Christie directly at christie@lewistaxation.com.au.
Christie has written 799 awesome articles for us at Alan Lewis Accountants – BLOG
Twitter: @christielewis
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