Where does the majority of your business come from? Your existing customers of course. They are the lifeblood of most businesses.
Existing customers are the best. They are familiar with you and your products so there is no learning curve. Obviously, if they keep coming back it means they like you, and it takes a lot less effort and dollars to market to them. So, if they are truly happy customers, put them to work for you. Not literally of course.
How can they work for you? The best way is a referral program, which results in customers sending new business directly to you. Reward your existing customers for every new customer they send your way. It could be in the form of an in-store credit or a gift card for a local restaurant. Some businesses are seeing over one hundred new customers a month because of a well-run referral program. You are happy, customers are happy, everyone wins.
Ask a happy customer for a testimonial. They will gladly give it to you. Use the testimonial on your website or other collateral marketing material. Third party validation is a powerful marketing tool.
If you are in the hospitality/tourism industry, ask loyal customers for a positive review on Trip Advisor. We all know the influence a site like Trip Advisor can have on business. It’s okay to ask, everyone else is doing it.
Lastly, if you are business to business, buy from your customer. It may not always be possible, but when you can, do it. The loyalty will grow stronger.
Your existing client base is good for your business, take the time make it even better.