If you own a business, take a moment to think about the massive effort you make to obtain customers. Everything from your business name to your site to the colors you use in promotional material is maximized to convert prospects into clients. Depending on your business, the conversion rate can be high or low, but there is no disputing you work hard for them.
Recognizing how hard you work for clients, when was the last time you went back and contacted those clients? They should be incredibly important to you. Why? They have already provided customer credibility. Customer credibility simply means the have proven they are willing to purchase instead of merely browsing your site. This may sound fairly bland, but it is incredibly important.
Whether online or offline, you must value your customers. They have customer credibility, which means they are far more likely to purchase from you again versus new prospects that are looking at your business for the first time. Simply put, you should worship your customers and generate secondary revenues off of them.
So, how do you generate secondary revenues from them? If you have a site, the process is all about drip marketing through email communication. Depending on the nature of your business, you may want to contact former customers once a week, twice a month or just once a month. Regardless, you definitely want to send them communication alerting them to new products, discounts, sales and anything else you can offer that will entice them. Inevitably, the customers will come back to your site and purchase. This is particularly true during holiday periods if sell products that are popular during these periods of time.
From books to online articles, marketing gurus tend to focus on how to obtain new clients. While new customers or clients are certainly nice, you should spend just as much effort catering to previous customers that have already proved they will buy from you. Doing so is much more cost effective than trying to entice new prospects to hand over their hard earned cash.
