However, it’s considerably less costly to keep a current customer than it is to pick up another one. What’s more, for some organizations—particularly benefits firms that pitch to different organizations or associations—existing customers speak to a generous bit of their general income AND future pipeline. Indeed, numerous B2B firms are progressively investigating their Customer Lifetime Value and Customer Acquisition Cost measurements and are searching for powerful approaches to support those numbers.
Get out and talk to your clients
Everyone understands how valuable and important it is to have face-time with your clients. But with the busy-ness of the work week and a packed schedule of new business meetings, it’s not always easy to make time to regularly go out and meet with existing clients. And while talking to clients might seem more like a sales or business development activity, if conducted properly, face-to-face client meetings can also strengthen relationships.
Leverage Account-Based Marketing
Account-Based Marketing (ABM) is a strategy focused on fewer, specific targets, as opposed to marketing to the masses. And ABM is useful not just for attracting new clients, but also retaining existing clients as well. ABM works to deploy marketing’s resources to assist with client development by creating an account-specific marketing strategy aimed at reaching, engaging, nurturing and growing the account.
Create an on-boarding drip campaign for new clients
Take a page from the B2C world and consider creating a multi-touchpoint drip campaign for new clients as part of your on-boarding process. Similar to how you would plan out a lead nurturing campaign, consider the type of content and information that new clients would find useful and schedule a series of targeted emails. One of those emails could be a brief survey asking them to rate their level of satisfaction so far or to identify any issue that needs to be addressed. No news isn’t always good news, so the more you can engage new clients at the beginning of the relationship, the better opportunity you will have to keep them in the long run.
Read More : Build A Rapport With Your Clients
Create client-centric case studies
The emphasis is on “client-centric.” Many case studies are so company-focused, they do a great job of telling what work you did for the client, but not necessarily what your work did for the client. But with case studies, there is a great opportunity to emphasize shared success. While highlighting your work along the way, the end goal and the client’s success should always be the focal point. Whether in written form or video, think about creating a case study that your clients are not only willing to, but are actually eager to, share with their clients. That should a motivating factor.
To underscore the emphasis on communicating and talking to clients, I’ve circled back to this idea. Regular, consistent, intentional communication with your clients is absolutely critical. This includes face-to-face meetings (remember #1), check-in calls and web conferences, email communication, etc. Just like your personal relationships, regular and beyond-surface level communication is a vital ingredient to the ongoing health of the relationship. And here’s a sobering reminder: if you’re not taking the time to talk to your clients, chances are your competitors are. Don’t be out of their sight, or you may find you’re out of their mind.