We all know that marketing is a continuous process, and that you have to keep priming the pump if you want to create a steady pipeline of prospects and customers. But the reality is that when you’re up to your eyeballs in work, marketing may not be your top priority. The secret to success is often to do as much as possible in advance on your slower days.
|DON'T BE A STRANGER
When was the last time you contacted your top customers? How about the 2nd & 3rd tier of your customer list, your database of potential customers and all of your other contacts? If you don’t have a formal program for keeping in touch, you should. The key is to stay top-of-mind so that when someone has a need for your products or services, you’ll be the one they call.
What are your options?
There are many different ways to stay in touch. Depending on your circumstances, your program may include telephone calls, direct mail, email, newsletters, blogs, personalized greeting cards, and other vehicles.
What’s the perfect frequency?
Unfortunately, there’s no “one size fits all” answer here, but at a minimum most companies should keep in contact with their customers on a quarterly basis. I receive emails once or twice a week from one of the major national bookstore chains, and I find this a little excessive. I also receive a handful of e-zines that arrive weekly, and I eagerly open each one. The difference? The bookstore is just trying to sell me something, while the e-zines provide information to help make my business more profitable.
In marketing, the old adage “out of sight, out of mind” is often true. Create a system that ensures you’ll keep in contact with your customers on a regular basis, and watch your sales increase.