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Don’t Ghost Your Existing Customers

Don't Ghost Your CustomersGetting new customers is the lifeblood of any company seeking continued growth, but many companies make the mistake of ghosting their existing customers. Your customer wonders why they stopped mattering to your company after being loyal for years. Unfortunately, if your  customers think they are being ghosted, they are likely to ghost your company in return. Check out a few tips below to keep your customers engaged and feeling appreciated. 

Why Market to Existing Customers?

Retention

Marketing to existing customers can mean retention and steady revenue streams. It also means that your sales team doesn't have to scramble to find replacement customers. 

Word of Mouth

A value cannot be put on word of mouth referrals from customers. It is a solid testimonial that is more convincing than any ad your marketing department could create. When you are in sync with what your existing customers’ wants and needs are, they are appreciative and more likely to recommend your company to another potential customer.  Conversely, if you ghost your existing customers expect to receive negative word of mouth as they share their experiences with others in the industry. 

How to Show Your Existing Customers Your Company Cares

Communication

Communication is the most simple but effective method in making your customers feel that you care about them. There is no one size fits all when communicating with your customers.  Periodic phone calls from a sales representative with a personal touch are reassuring to your customer. Follow-up emails from a customer service representative will reinforce the positive impression from the initial call. Handwritten notes from a contact within the company or when your customer achieves a significant milestone will help to show that your company cares- especially more than your competitors.

Personalized Marketing

When your company offers a new product or service, make sure to market to your existing customers personally. Include their name in any emails you send and explain how the product or service could benefit their company; this presents an excellent opportunity to upsell your customers. After being a long established customer, receiving generalized marketing from your company will seem cold and impersonal, not to mention frustrating.

Use Communication for Market Research

By asking your customers what matters to them, you can better target new customers in the same field or industry. Send out online customer satisfaction surveys to your existing customers asking what your company does right and where it can improve.

Example questions:

How did you find our company?

Why do you continue to use our company?

Collect all the data from the surveys and apply it to crafting a marketing strategy to reach new customers. The survey will also bolster existing customer satisfaction, increasing the chances they will buy additional products or services and improve word of mouth to prospective customers.

add customer marketing workflows to your marketing automation

If you use marketing automation in your marketing efforts, adding a workflow that communicates direct to customers with a communication strategy to match, will build loyalty with your brand. Many times your brand is frozen in the mind of your customer from their first experience. Products and services evolve over time. Pushing relevant information out to customers keeps them connected to your brand. 

A Final Thought

By frequently communicating with your customer, you can not only strengthen the relationship, but you can glean valuable data that may lead to increased revenue streams. So, remember, if you don't want your customers to feel like your company has ghosted them, reach out and contact them today. 

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Vera Fischer

By Vera Fischer

The visionary of 97 Degrees West for more than thirteen years, Vera has served as the CEO and President since 2004. During Vera’s tenure, the agency has achieved steady growth while surviving both economic recessions in Austin, Texas. Vera began her advertising career at GSD&M where she worked on accounts: Krispy Kreme Doughnuts, Houston Rockets, Dollar Rent-A-Car, Pearl Vision, SeaWorld and DoubleTree Hotels. Her next stop was the nationally recognized T3 known as “The Think Tank.” While at T3, Vera spearheaded the Dell Computers launch of the Preferred Accounts Division and lead national projects for the ESL and Enterprise Divisions. Other notable accounts included Quintiles Oncology, Austin Lyric Opera and St. David’s Hospital. In 2001, Vera left the agency world to embark on the client side as Director of Marketing for Forgent Networks, the software spin-off of VTEL video conferencing. Vera managed an annual multi-million dollar marketing budget, developed online lead generation programs, managed the inside sales team and consistently delivered high-quality MQLs to the sales team. In 2004, after a company wide re-org, Vera was laid off while on maternity leave. Within the day, she founded her agency, 97 Degrees West. Vera’s weekly podcast entitled, “System Execution”, launched in mid-2016 with notable guests like Ari Weinzweig, Jeff Smith, Gary Bizzo, Dr. Alan Pitt, and other business and thought leaders. Vera is the first woman to host a podcast devoted to systems and processes of successful companies. She is quickly becoming one of the country’s leading authorities on the topic of execution Vera is a member of the Austin University Area Rotary Club, an advisory board member for the School of Journalism & Mass Communication at Texas State University and a Mentor at Capital Factory in Austin, Texas. Vera is completing her Master’s in Strategic Communications at Texas State University in May 2018.