If you talk to any business owner, a common concern is how to bring in new business or new customers. We are wired to believe that increased revenue comes from our ability to constantly draw in more clients. This is true to an extent. What many businesses fail to see, however, is the importance of maintaining their current customer base. A common pitfall is the notion of once a customer, always a customer. Just because a customer used your service or bought your product once, doesn’t mean that they will continue to do so in the future. A steady revenue stream will flow not just from new business, but from continued business. So the question that should also be asked is; what are you doing to build a committed relationship with your current clients? Are you increasing your loyalty connection?
The Loyalty Connection is the idea of marketing to your existing client base in the hopes of building committed, long-term business relationships. Satisfied customers are happy customers, and happy customers can develop into loyal customers. Much of our marketing resources are placed into developing new clients, but with the same fervor, marketing strategies should also be developed for current clients. If you think about it, it is actually a lot easier to keep your current customers coming back for more then to go out and find brand new people. So what are some ways to retain your clients? Here are four of them:
1. Genuine Customer Service- Taking the time to follow-up frequently and see how your customers are doing, and how the service or product is working out for them. It is also important to make yourself available and easy to contact. Number one frustration from customers is having to go through mindless telephone prompts just to reach someone, or to deal with incompetent associates on the other end.
2. Customer Appreciation Incentives- E-mail marketing or direct mail campaigns that show appreciation for the client business, and also offer discounted products, services or other incentives to keep them engaged in your business.
3. Friendly Reminders: Marketing strategies that will keep your business fresh in the customers’ minds. Let them know that you are still around and active. If you own a medical practice, send personalized reminders to your patients letting them know that it is time for their routine check-up.
4. Newsletters or Blogs: Keep your clients updated with new services or changes in your business. Share about developments in the market, or other relevant insight or advice. Show them that you are truly experts in the field and that you are not only offering services or products, but you are looking out for their well being.
At OneIMS, we have the strategies, creative concepts, and experience to help your business retain clients. We can help you increase customer loyalty and in turn increase revenue for your business.
OneIMS: Integrated Marketing Solutions specializes in helping business owners to integrate the various marketing solutions available today into a marketing plan specific to the unique needs and concerns of your industry.
Want more information on increasing your market reach? The experts at OneIMS will guide you through a variety of available options within your budget. For more information, contact OneIMS today at 1-888-ONE-IMS1, or send an e-mail to info@oneims.com.
by Anthony Casimano
On July 15, 2009 at 2:59 pm
PURLS
(Personalized URLs)
The Personalized URL (PURL) is a very powerful Direct Marketing tool. Used in conjunction with Variable Printing Data, PURLs can help you surpass your most ambitious marketing goals. A PURL is really just a simple, personalized website. By adding a PURL (such as CustomerName.GrowYourBiz.com) to a Direct Mail piece, you can create an incomparable cross marketing campaign. As noted by the Direct Marketing Association (DMA), a PURL can:
Increase response rates by as much as 400%
Reduce cost per lead by 50%
Secure invaluable information about each customer
Convert prospects into loyal customers
Enhance your Customer Relationship Management (CRM)
Equip your sales force with highly qualified leads
Track and measure campaign responses in real-time
Additionally, recent industry studies reveal that nearly half of direct mail recipients prefer to respond online. In fact, one quarter of recipients will only respond on line. Metro Data & Mailing can help you capture these valuable leads by creating a PURL to reinforce every direct mail piece created through our Variable Data Printing.
Considering their widespread reach, PURLs are certainly one of the most cost effective means to increase response rates. In fact, they can easily fit into virtually any marketing budget at just a few cents apiece. Metro Data & Mailing can help you create hundreds or thousands of customized PURLs in record time utilizing your customer database or mailing list.
PURLs will also help propel your marketing efforts to the next level. You can secure information not available through conventional campaigns with a single, general web site link. And you can use this information to determine the effectiveness of your marketing, learn more about your customers, provide your sales force with hot leads and grow your business.
Two Great Resources for PURL’s are:
http://www.metrodm.net
http://www.pennyapurl.net
These systems are far more sophisticated than other software out there, fully customizable, and far less expensive as they are the creators, not distributors.