Most small business owners spend a lot of time on marketing. After all, what is your business without customers? But sometimes we find that business owners are working three times as hard as they really need to, because they’re focusing all of their efforts on attracting new clients. There’s certainly nothing wrong with that, but if you’re not marketing to existing clients, you’re neglecting an important source of potential business!
In fact, we have found that this rule holds true for nearly all businesses:
It’s easier to get repeat sales and retain a client than it is to attract new clients from scratch!
Your former and existing customers are important sources of repeat business, and they can also provide you with referrals. You’ve probably heard that one of the oldest, and most effective, forms of advertising is word-of-mouth. When your customers are happy, they will refer their family, friends, coworkers and neighbors to you.
It’s actually easier than you might imagine!
In today’s marketplace, the old method of constantly pushing for new sales is outdated and annoys customers. These days, the most successful businesses are the ones who reach out to their existing customer base, provide information they need, and answer their questions. By communicating with your current customers this way, you show them that you care. More importantly, you’re providing them with something they need, so they’re happy to stay in touch with you. You keep their attention focused on your products and services, and your business is the first name that comes to mind when they need help.
Your blog provides the ideal format for this type of communication. You can use your blog to provide information that your clients find relevant and valuable, and personally invite them to read your articles by emailing them a link. And of course, emails are easy to forward to their family and friends who might also be interested in the topic!
If your target demographic is active on Facebook, you can also post links to your blog via your business page. Facebook allows you to boost these posts so that more of your target audience will view them, and the posts can be shared with your clients’ followers as well.
When you provide value to your customers by blogging, you inspire confidence in your business, your products, and your services. In today’s busy marketplace, the companies who maintain relationships with their customers are the ones who attract the most repeat businesses and referrals. Compared with other forms of marketing, blogging provides you with the most long-term value for your investment of time and energy.