Last week we talked about two of the three most common things we find businesses are not doing when we start helping clients with their marketing.
The first two were—
1. Money on advertising is spent more on brand building and less on direct response.
2. Most businesses have no idea how much business any given advertising vehicle has actually brought in for them.
This third one is probably the easiest and least expensive to fix. When a system for this is put in place, it could have the most impact on your business in the long run. It will get your customers buying other things you have, get them coming back more often, and can even provide a source for referrals. So what it is that we often find is—
3. Most businesses under communicate with their current customers.
Effective marketing communication and self-promotion is one of several reasons why some businesses fail. Customers can’t buy what they don’t know you offer. You have to tell them and keep telling them.
The problem usually stems from the fact that most businesses think that because their customers have been with them for 20+ years they know everything they have to offer. Nothing could be further from the truth. Your customers might remember what is was they purchased from you but what about all the other stuff you have that they haven’t purchased? They may be getting it from someone else when they could be buying it from you.
Think about this. How many times have you found out one of your favorite vendors offers something you didn’t know and if you only had known you would have bought it from them? I know I have said, “I didn’t know you did that” more times than I can recall.
You have a relationship with your clients already. They purchased from you and are now the easiest person to sell. Inform and remind them of what added value services and products you can provide them. What things do you offer than can save them time, enhance their bottom line or reduce or eliminate stress? These are your competitive advantages and your customers need to know about them. Don’t wait until a competitor threatens your market share before tooting your horn and letting your clients know all you can do for them.
I’d love to hear how you are communicating with your clients. Drop me a reply below.