Are you looking to have the customers or clients you already have come back again and spend more?
I certainly hope so!
All of the small business owners I speak to are always asking how they can get more NEW customers, but that’s the wrong question. As my dad always says “It’s cheaper to keep ‘er….”
The White House Office of Consumer Affairs put out a report that it’s seven times more expensive to attract a new customer than it is to retain an existing one. So if you’re focusing on getting new customers, I’d highly encourage you to shift focus from simply finding prospects to keeping your current customers coming back for more.
So I bet your next question then is “What’s the best marketing strategy to keep the customers I already have?”
Glad you asked!
That strategy is direct mail marketing. No, it’s not the newest “tech solution”. It’s a strategy that has proven itself to outperform and outlast the most innovative digital campaigns. The reason physical mail has proven effective over time is because it focuses on customer retention, referrals, and relationships. These key factors ensure that your marketing investment does not go to waste. Here are a few reasons why, when it come to customer retention, direct mail is king.
EXAMPLE: In my coffee and smoothie business I send out a “smoothie in a box”. It’s a package that people are excited to open, gets them to better understand what it is we do/offer and it builds a relationship with them. It’s something tangible so they hang on to it for a long time, which keeps me front of mind. While they can easily click through something online and forget about me, this direct mail piece stands out, gets remembered, and builds a relationship.
EXAMPLE: In my coffee and smoothie business, I send out a thank you card right after each event. About 2 weeks later, I then send a letter asking that if they liked their event to please send us a testimonial (which most already have without us asking) and letting them know a referral is the highest compliment we could receive. An easy-to-fill out form is included where they can recommend others to us. Our phone is always ringing with someone saying “I heard about you from ________”.
EXAMPLE: Most clients use our catering services once or twice a year, so it’s important to stay front-of-mind. We use various forms of direct mail, such as newsletters, fun postcards, and lumpy mail. I’m always shocked how many times someone will tell me they remember a specific mailer we had sent out months before, but because they just received another piece of mail, it “reminded” them to book another event with us.
Now is the time to focus on customer retention. By implementing a direct mail campaign, you are investing in a relationship with customers that will not only keep them around, but will also improve your referrals, retention rates, and repeat businesses throughout the year. Use the long-lasting power of print to build relationships with your customers and market for success.
About Stacey Riska
Stacey Riska, aka “Small Business Stacey” is a serial entrepreneur who is passionate about saving small business and rebuilding Main Street. She helps small and local business owners #CrushIt by teaching them marketing strategies that get MORE: MORE leads, MORE customers/clients, MORE sales, and MORE money. Stacey is the founder of Small Biz Marketing Specialist, THE go-to place for marketing tips, techniques and strategies that get results. Stacey is also the creator of the Daily Deals for Massive Profits Training Program, an online video training program that teaches small and local business owners how to use daily deal sites like Groupon to skyrocket their business growth and get massive profits. In this program she teaches from experience, as it was the key strategy that transformed her coffee and smoothie business from being $500K in debt to a 7-figure profitable business. When not saving the small business world, she enjoys sipping red wine, eating chocolate (who doesn’t!) and spending time with her amazing husband.
Stacey Riska, aka "Small Business Stacey" is a serial entrepreneur who is passionate about saving small - and not so small - businesses one marketing plan at a time. She helps business owners become a #SmallBizMarketingWiz by teaching them marketing strategies that get MORE: MORE leads, MORE customers/clients/patients, MORE sales, and MORE profit. Stacey's in-demand "Small Biz Marketing Success Coaching and Mastermind Program" is transforming the businesses - and lives - of those who want wealth, freedom, and market domination. Her highly acclaimed book "Small Business Marketing Made EZ" lays out the 6-simple-step plan to get your marketing into ACTION - literally and figuratively. Stacey is also the creator of Cups To Gallons, the place where independent coffee, smoothie, juice bar, ice cream, dessert and snack shop owners go to learn how get into lucrative catering so they stop selling by the cup and start selling by the gallon. In this program she teaches from experience, as it was the key strategy that transformed her coffee and smoothie business from being $500K in debt to a 7-figure profitable business. When not saving the small business world, she enjoys sipping red wine, eating chocolate (who doesn't!) and spending time with her amazing husband.
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