Getting 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?
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 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.
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.
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.