You know that day when one of your clients says “Wow, I didn’t know you did that!” Yep, been there done that! The thing is, if you haven’t specifically told them all of the fabulous things you do, they most likely don’t know. As shocking as it may seem, once they visit your website to find out more about you and what you do, it’s often the last time, unless they are there to read your blog posts.
One of the biggest marketing mistakes a business owner can make is thinking the marketing process is no longer necessary after gaining a new client or customer. The idea of schmoozing and nurturing a prospective client or customer with your marketing brilliance and then coming to a complete halt as soon as they’ve signed on the dotted line or hit “Buy now” on your website just doesn’t work. And, it is so NOT the way to keep the momentum going and have them coming back for more.
Marketing is a continuous, ongoing process and doesn’t stop once you’ve once gained someone as a client or customer.
In actuality, this is where your marketing efforts can be the most effective. You now have a captive audience you know is interested in what you have to offer, so why stop now? Strike while the iron is hot!
There are so many ways to continue the marketing process to existing clients or customers. This is where the importance of a weekly or monthly newsletter comes in, or a nurturing follow-up campaign. Once this new client or customer is added to your list, in addition to sending them a newsletter on a regular basis to keep in touch, you should have a carefully crafted autoresponder sequence set up to continue to touch their inbox at least once a week for a minimum of 7 weeks. You are set up so new clients and customers are being added to your list, right? What a great way to continue to showcase your expertise and make sure they know about your other services and products – subtly of course. You never, EVER want to immediately start selling and promoting and pushing to a new client. There are so many ways to promote what you do and let them know how awesome you are without obviously selling. I know you can come up with some great ways to do that if you just put our mind to it.In your haste to get new clients, don't forget about the ones who already love your services.Click To Tweet
Don’t forget about snail mail either! Sending a postcard or personalized card to new clients is a great way to continue the marketing process. Let them know how thrilled you are to welcome them as a client. Let them know you care about them now that you have them as a client. Developing a more personal relationship and showing them you care is a great way to get them to refer others to you … referral marketing!
So, in your haste to get new clients and customers, don’t forget about the ones already at your fingertips; the ones already in love with your services. Continue your marketing efforts to promote other services and products and showcase your expertise after the fact. Don’t stop just because you have their attention. Make sure you keep their attention by continuing to include them in your marketing efforts.
Also published on Medium.