Why bother with Marketing?

What is Marketing

Marketing is about anything that helps you GET a customer and helps you KEEP a customer

Marketing is NOT just advertising - Think wider than advertising

  • It includes all your internal processes
  • How you deal with a customer enquiry
  • How you handle a purchase
  • How the process of your invoicing works
  • How you handle complaints

Marketing affects the whole customer journey - EVERY interaction they have with you and your team

Therefore for your marketing ideas your can think wider than 'just' advertising. The idea is to make all these practices, processes and behaviors more effective in getting and keeping customers. See promotional methods

Why do marketing?

  • The only reason you should spend money on marketing is to increase your revenue or profit.
  • Revenue is increased by bringing in new clients.
  • Revenue AND PROFIT are increased by ultilising your existing customer base.

Existing customers is THE marketing golden key:

The most effective way to use marketing spend is with your existing customers

  • They can buy again
  • They can buy more
  • They can buy something different
  • They can refer a new client

Understand your existing customers

Marketing activity to existing customers - Take care of existing customers.

  • Have a good database and use it for all your marketing
  • Upgrading a service or product to an existing customer is generally more cost effective than getting new customers
  • Cross selling another service or product to an existing customer is generally more cost effective than getting new customers
  • Marketing activity to stop customers leaving you is generally more cost effective than getting new customers
  • Communicate with existing customers AT LEAST 4 times a year
  • Monitor complaints - These generally provide a good indication of what internal processes are not working well enough
  • Encourage your cusotmers to provide referrals to your business

 

 

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