Welcome to the latest edition of our new weekly blog series, Market To Mondays. Each week, we will introduce you to a new group of people you should market to. We’ll tell you who they are, why you should market to them, and how you might get started.
Last week’s group was Website Visitors.
Today’s Group = Past Customers
The people who have purchased from you in the past are an ideal audience to market to. Why?
Because you already spent the money it took to get them to buy in the first place. They already know who you are. They already took the risk of buying from a company for the first time. And all you have to do now is get them to come back.
You know the old adage in marketing – it is 5 times more expensive to acquire a new customer than to sell to an existing one.
And so, your existing customers are an audience that you should focus on. If you do the right things, it will be the least expensive marketing program you’ve ever put in place.
It actually starts with the product itself. It has to be a good one. It has to fill a need or solve a problem that the customer has. And it has to do it well.
All the marketing in the world is not going to bring back an unsatisfied customer. So work with your product teams to make sure you are constantly improving the quality of the things that you sell.
Second, approach your customer service department as a friend. After you’ve got a great product, you need great customer service. Nothing kills a relationship with a customer more quickly than poor service. You want your customer service department to be the most helpful, friendliest people on the planet. They make unhappy customers happy. And they make happy customers more loyal.
Once you have the product and service teams on your side, it’s time to figure out the marketing. Three things you should be doing are email, loyalty programs, and community building.
Email is the best way to keep in touch with past customers. When they purchase from you, have them give you their email address. Then send them regular emails with special offers on the products they’re most interested in. And get their feedback through surveys and polls about the product and the service they’ve received.
Loyalty programs are a great way to turn happy customers into returning customers. Regular customers should receive special benefits that new customers don’t get. That could mean lower prices, ancillary products or services, or rewards. When they become “members”, you make it harder for them to choose your competitors in the future.
Community building works with loyalty programs to create an atmosphere of engagement. Using your own site or a social media platform, create a place for customers to interact with your company and each other. This will get them more involved and make them feel like they are a part of your brand. This fosters increased loyalty and can even create brand advocates that will help your marketing efforts.
What group should we cover next? Now accepting submissions for audiences that we will cover in an upcoming “Market To Mondays” post. Submit your ideas via our contact page or in the comments section below