Take a look at your marketing plan - are you keeping in touch with and taking care of your former clients?
You might be asking "why should I market to people who already know and like me?" The goal of marketing to former clients is to turn them from merely satisfied users of your service to evangelizers of your brand. With the right care and feeding, many happy former clients can turn into your personal army of word-of-mouth advertisers.
Studies show again and again that people trust the opinions of their friends and colleagues more than any kind of advertising. You can spend every penny in your budget on slick ads and an awesome website, but you won't get nearly the same return on investment from a happy client.
Think about it: Ann is searching for an attorney. She has never hired one before and is uneasy. She isn't sure she'll find somebody she will like and can trust. But Joe down the street raves about the lawyer who helped him after a serious accident - and not only did the attorney do a great job, but they still keep in touch with Joe and send him birthday cards, useful news and tips and free offers. Joe can't say enough good things about this guy or gal, and what a thoughtful, caring, stand-up attorney they are. Do you think Ann is going to call Joe's lawyer, or the guy with the big billboard in town?
Consider this your call-to-action.
Get out your contact list and consider the ways you can interact with your former clients. Here are some ideas:
- Send birthday and holiday cards, personally signed by you and those in your office.
- Send your former clients your newsletter. And make sure your newsletter is well-designed, fun, easy to read, and full of useful information - otherwise it is going to go right into the trash.
- Got a new book or other free offer you're working on? Offer it to your former clients as well - especially if it is something you can mail to them. It is easy to delete an email, but harder to throw out a printed book or other item you obviously put time, money and effort into creating.
- Did the client refer somebody to you? Make darn sure you write a nice thank you card and maybe even send them something small in the mail. Just knowing that you took the time to appreciate their referral is important to many clients!
Having trouble keeping track of your client list? Our own DSS system tracks client information for you, as do tools from companies like InfusionSoft and Blue Orchid (both which integrate well with DSS).
If you're looking for ways to keep all of your clients - current, former and future - happy, give us a call to discuss our awesome marketing options. Our crack sales team can turn you on to some amazing ideas, so fill out an online contact form today or call us at 888.341.5130.