No matter how brilliant you are technically or what it is you sell, you’re really in the business of marketing, and you need to be running a continual marketing campaign.
You’ve done all the background work, you’re clear on who your ideal clients are, the results you deliver, and the solutions you provide to their challenges and issues. Now you need to get out there and market yourself, letting people know about you, your business and the problems you solve.
Marketing doesn’t need to be pushy or in your face. It needs to be congruent with who you are and true to your business model.
Building relationships, understanding your clients, knowing what they need, and delivering results will build loyalty. It’s this type of loyalty that you want to continue to develop.
It’s often said that it’s easier and more cost effective to spend your time and money focusing on your current clients rather than looking at bringing new clients in. But from a marketing perspective, you may need a different approach for different types of clients.
One group that it’s important not to overlook is your sleeping, dormant or inactive customers. These are the clients who haven’t purchased from you in the last one to two years, and have gone quiet. They don’t buy your products or services any more and they’ve stopped interacting with you and your brand.
These clients know you and know what you can do for them, so they’re the perfect group to spend your time, money and energy on.
Want more articles like this? Check out the business relationships section.
They may have gone quiet, but there was a stage when they were active and engaged in your business. You just need to find out how to re-engage them and bring them back to an active status. Here are a few ideas to get you started with re-engaging inative clients:
- Find out and understand why they’ve gone silent.
- Develop a marketing campaign that focuses specifically on bringing them back into an active status. Offer them something that is worth coming back for.
- Remind them about the results you deliver for your customers. Show them what you can do for them.
Above all else, be proactive and consistent in your messages and offers to this particular group of clients.
Do you take active steps to re-engage your dormant customers? Please share your steps for re-engaging inactive customers with us.