Marketing to existing customers

One of the simplest marketing campaigns your business can get involved in is marketing to your existing customers. Many businesses will spend millions of dollars trying to attract new customers and they do not realize that 8 out of 10 sales comes from an existing customer.

With existing customers making up such a large portion of the companies revenue, why don't businesses focus on spending more money marketing to their existing customers?

What a lot of businesses fail to recognize is that marketing to your existing customers is far easier than creating a campaign to attract new customers. This is because you don't need to worry about introducing the company and its products, you don't even need to convince the customer why they need to purchase the product, all you need to do is install a sense of urgency in them so they will purchase your products.

In order to market to your existing customers, you need to find out how often they purchase products or services. Some of them may not even know your company is still in business because you have failed to keep them in the loop about new things. Start sending out flyers and other advertisements to your customers so they know you are out there.

Focus on promoting products they need to have. If you know what they have bought in the past, look for products that relate to them and tell the customers that they just have to have this item. Your goal is to sell more products to them.

Offer information to your target audience that holds some type of value. Show them that you are a leader in your industry by creating a blog and talking about things that relate to your industry. A blog is a great way to show your customers is a great way to let your customers know that you are out there and that you are trying to make a difference.

Sometimes existing customers want to purchase from your company, they just don't know how. They have either lost track of your phone number or they have forgotten the domain name of your web site. Send out small marketing pieces that include your contact information so your customers know how they can get a hold of you.

A great way to market to your existing customers is to offer them something. Referral marketing is a great way to get your existing customers active and it also helps you find a new audience. Several companies use promotions to encourage referral marketing. If possible, try to offer them cash or give them something that is equally as valuable. DirecTV and Qwest are notorious for referral marketing because they will bundle your service together and reduce the monthly charges.

They will also reduce your monthly charges if you refer someone to the company. Columbia House and the Disney DVD club will give away a free movie to their customers that are able to refer some of their friends to join the club. Whatever your promotion may be, always make sure you have enough money set aside to do it so that you do not end upside down in your marketing budget.

Do other promotions to get your existing customers active again. Perhaps you can introduce a customer appreciation day and give a discount to all of your existing customers. How about sending out thank-you cards and greeting cards to your existing customers on special occasions like their birthdays or anniversary date with the company? Even sending out a quick email to your existing customers will strengthen your relationship you have with them and they will start buying more from your company in the future.