‘Tis the season for resolutions and goal-setting. There are three simple but important ways that you can complement and complete the other goals that you set for growing your business in the new year:
- INVITE THEM BACK: Customer retention is the cheapest form of marketing. Therefore, your Strategic Marketing Plan must include a goal aimed at communicating a clear message to your existing customer base that you’re looking forward to seeing them again after the holiday rush. There are countless ways to accomplish this, from a direct mail campaign with a thank-you note, to a call (we know an attorney who cites the most important thing that he does for growing his practice is calling one former client every week just to personally check in on them). For an interesting take on the traditional bounce-back coupon, hand out sealed envelopes to customers that contain one of several different incentives of varying value. The envelopes are only valid if they’re opened in-store during a specific date range. A restaurant, for example, hands out envelopes containing either free appetizers, free entrees, or a free meal for the entire family. Or a retail store hands out envelopes with coupons ranging from a 30% discount coupon all the way up to a $500 shopping spree gift certificate. Imagine the fun of folks returning after the new year to open up their envelopes and find out what surprise is inside (be sure you’ve got a camera ready!).
- GROW YOUR EMAIL MARKETING LIST: While there’s always a lot of talk about social media, it is critical that you grow your own customer database. Your posts on social media reach only a fraction of your current customers and target. Email marketing can help to fill that gap and broaden the reach for your messaging. Email marketing is one of the easiest and most effective tools for marketing your small business. Be sure that you offer exclusive savings and opportunities to subscribers to your email list and be sure that you make it easy for new individuals to join on your website, social media channels, and at the point of sale. If you aren’t currently using email marketing, you can start in just a few hours with a program like MailChimp or Constant Contact.
- SOLICIT REVIEWS: Be sure that your sales process includes asking every happy customer for a review. We recently shared a toolkit to help make this seamless for your team.
No matter what business you’re in, these simple tactics will help you grow your community while growing your business in the new year!