When the Job is Done: 6 Marketing Tips for Your Old Client List
The last turn of the wrench and fall of the hammer may mark the end of one transaction, but it's not the end of that client. Even when the job is done, that client remains a wealth of information, referral business, and continuing business. It's important to not let your past client list gather dust. Believers of the Pareto principle, also known as the 80-20 rule, know that 80% of your sales come from 20% of your clients. So while getting new customers is always important, the cultivation of previous leads who already have had positive encounters with you should not be ignored.
Add to Your Online Credibility
Customers talk about you. Whether it is a good or bad review, you should be the first to know. Immediately after the job is completed, the first follow-up should ask for an evaluation of our employees and your services. It may seem awkward at first, but it is important for the growth of your employees and your business to ask for the review. By providing some sort of feedback form, be it a physical review card or an online review submission on your company's website, you get to act as the gatekeeper of your online reputation. This ensures product satisfaction and identifies weaknesses in your company's methods and people. The source of negative reviews can be addressed and remedied, which aids in converting dissatisfied clients into satisfied ones. Customers with glowing reviews can be further directed to online review sites such as Yelp, Google, Facebook, and Angie's List. Just be sure to NOT offer an incentive to reviewers.
Tell a Friend! Getting Referral Business
A few weeks or months after the job is a good time to once again touch base with previous clients. It serves as a good opportunity to thank your customers and maintain top-of-mind awareness for future work. You can further stimulate your past client base and generate referrals by creating a Referral Reward System which incentivizes both the old and new client.
Send a Few Emails to Stay in Touch
Assuming you have asked clients to opt in to your marketing messages, email marketing is a low cost way to get stay in front of your past and present customers. While people have been telling doom-and-gloom stories about email marketing, we feel like it is still well worth the investment of resources if you do it right. If your goal is to hammer away at a promotional message 24/7/365 – then don't bother with email marketing.
Chances are you are already on the receiving end of some email marketing content. What do you like? What makes you open? For most folks, it is interesting content that gets them clicking on that subject line. While there is always room for some self-promotion, it shouldn't be the main attraction.
Direct Mail Marketing to Maximize Your Data
There is still power to print. Previous clients should already recognize your brand, so that gets you out of the recycle bin for at least a little longer. Timing and utility are usually very important parts to your direct mail marketing messages. Whether it is postcards or folded flyers, make sure your message is useful. The little bit of copy you have should explain the importance of not ignoring your message – translating the features and benefits of engaging with your business for this particular offer or promotion.
Or you could just say hello again! A thank you card or greeting card is nice customer touchpoint and is available for a low cost per card. Either way, use those names and addresses to your advantage.
Getting Social With Customers
All of your marketing messages should hopefully have some call to action for ways to further connect with you. Sometimes, that message can be a suggestion to connect on social media. Just about everyone has a Facebook account at this point, so what was once a difficult ask is now just a tap or two away on most of your customers' phones. Just like with email marketing, make sure your social media messaging fits. Be personal when you can. Be informative and have fun – don't just post your latest coupon 7 days a week.
Get Non-Review Feedback
While Google Reviews and the like are important, there is also value in surveys and long-form feedback. You could always reach out to your recent customers for help in growing your business by providing feedback.
About Chris Lonergan
Chris Lonergan has over 12 years of contractor marketing experience with Footbridge Media. With a background in web design, print design, content creation, and online marketing, Chris is focused on providing quality marketing and business solutions in the construction and service industries - helping small business owners to more efficiently manage their companies and grow their operations.
Chris Lonergan has previously contributed to and/or been featured in PM Magazine (Plumbing & Mechanical | Contractors x Engineers), theNEWS (ACHR - Air Conditioning | Heating | Refrigeration), Service Roundtable's blog, inPAINT Magazine, the SMB Marketing Agency Show, and the Green Industry Podcast. Chris is also a past SGI/CertainPath breakout session presenter.
