Blog

Forget About Leads — Focus On Existing Customers Instead

Madison Taylor Marketing

Topics: Strategic Marketing

Ok, don’t forget about leads entirely. But chances are, you’re spending too much time and energy on trying to attract new customers — people who have never heard of you or purchased from you before — when you should be focusing on your existing customers.

The fact is, the purchasing process has changed over the last few years. Customers don’t spend any meaningful amount of money without doing their research first, and a huge portion of that research is done by consulting their social media networks for products that their friends and family already use and trust.

What this means is that your current customers are your best marketers. Keeping them happy, engaged, and delighted with the products you make and sell will make them recommend those products to their friends — and that recommendation is gold.

Furthermore, your existing customers are your best future customers. They’re more likely to purchase from you again, will spend more when they do, and are more willing to buy new products from you when you release them. So how do you sell to the customers you already have?

Use Traditional Media To Build A Foundation

According to a recent survey, 87% of consumers use multiple screens at the same time. While they watch TV, they’re also using a smartphone, laptop, or tablet. Someone watching a commercial for your product is able — and likely — to look up your product online simultaneously.

Ora Organic, which makes plant-based, all-natural supplements, was featured on Shark Tank in February 2017. During the episode’s airing, the company collected tens of thousands of prospect’s emails and prompted a swell of Amazon reviews over the subsequent months. The attention on traditional media led to much higher engagement rates on other platforms.

In today’s streaming-centric media environment, you might also want to place ads on popular sites like Spotify and Hulu. You’ll reach new customers, but more importantly, you’ll stay at the top of your existing customers’ minds.

Maintain The Conversation On Social Media

Social media is too big to ignore, and the word “social” is the operative term. You can’t just maintain well-curated social media sites with high-quality, relevant content or your followers — though you have to do that too. You also need to stay engaged with your followers at every opportunity.

That doesn’t just mean responding to negative comments and reviews. Thank people for mentioning you to others, crack jokes, reshare relevant content or pictures of your products, and stay up on trending topics. You can’t just sit back and deliver content to them, no matter how good it is — your relationship with your customers needs to be a two-way street.

Send Personalized Marketing Messages

You have more data on your customers’ buying habits and browsing than ever before, and you can use that to deliver messages that are specifically tailored to them. Start with big rules — don’t send emails to customers advertising products that they already have, for example. Customers will appreciate suggestions that are relevant to their interests and previous purchases, and your marketing team won’t waste time or resources.

Request Feedback

Your customers will talk you up more if they trust you, and they’ll trust you more if they feel valued and appreciated. Furthermore, the more information you can get from your customers about what they like and don’t like about your company and products, the better you can tweak your practices to serve them better.

Ask for feedback from your customers via social media and email, especially when they’ve just made a purchase. Your customers will enjoy being asked for their feedback, and you’ll learn a lot. You can even feature their feedback on your site and social media accounts to give them additional authority.

Retaining Customers Is More Important Than Acquiring Them

It sounds counter-intuitive, to be sure — for a business to grow, it will always need new customers to come on board and begin a relationship with your business. The misconception is that your focus, as a business owner or marketer, should be on making your existing customers as happy as possible.

Delighting your customers by engaging with them, asking them their opinions, and offering them helpful information will make them more loyal fans of your company and, by extension, better evangelists for your brand. Put your energy into your existing customers — they’ll do the marketing for you.

Next Step

Your company’s marketing should be the secret sauce, ever elusive unicorn, and magic bullet that your company has been waiting for. Bottom line, it should be bringing you that money.

Strategic Marketing Inbound Marketing
The Value Behind Account-Based Marketing
Blog
The Value Behind Account-Based Marketing

Rather than casting a wide net, showing thousands of leads the kind of work you do and hoping some of them will bite, ...

Marketing to Gen Z - Part Two
Blog
Marketing to Gen Z - Part Two

Last month, we wrote about the increasingly important challenge of marketing to Generation Z, those born between 1997 ...

Marketing to Gen Z - Part One
Blog
Marketing to Gen Z - Part One

On the internet, everyone older than you is a boomer and everyone younger than you is a millennial. In the marketing ...

What Marketers Should Expect in 2020
Blog
What Marketers Should Expect in 2020

Marketing is always evolving. The sun will always rise in the morning, Disney will always put out new Star Wars movies, ...

What the Adobe-Marketo Merger Means for Marketers
Blog
What the Adobe-Marketo Merger Means for Marketers

In September of 2018, Adobe announced that it would purchase Marketo for $4.75 billion, creating a partnership that ...

What the Taboola-Outbrain Merger Means for Marketers
Blog
What the Taboola-Outbrain Merger Means for Marketers

In late September of 2019, Taboola announced that it was acquiring outbrain for $250 million and 30 percent of their ...

Lessons from the Pilgrims for Your Thanksgiving Marketing
Blog
Lessons from the Pilgrims for Your Thanksgiving Marketing

When the Pilgrims landed in the New World in the early 17th century, they faced a daunting task: survive on — and ...

Beyond Quotas and KPIs: Building Relationships with Your Customers
Blog
Beyond Quotas and KPIs: Building Relationships with Your Customers

B2B is a misnomer. Sure, you’re a business selling to another business — but it’s crucial not to lose sight of the fact ...

Why Your Marketing Messaging Needs to Be Consistent
Blog
Why Your Marketing Messaging Needs to Be Consistent

The best product in the world won’t make your company successful unless you have good marketing — but good marketing ...

Why Marketing Should Be Working With Customer Success
Blog
Why Marketing Should Be Working With Customer Success

Marketing is primarily about attracting strangers to your company or your product, giving them useful information, and ...

Building a Marketing Plan — 10 Key Components
Blog
Building a Marketing Plan — 10 Key Components

Without a marketing plan, your company’s marketing can get pretty sloppy. You might pursue channels that aren’t helping ...

The Importance of Expertise — Why Your Marketing Needs a Pro
Blog
The Importance of Expertise — Why Your Marketing Needs a Pro

Marketing is one of those areas that’s often overlooked. Big companies have so much going on that they tend to let ...

Need More Help? Talk to the Experts.

Contact Madison Taylor Marketing