A Comprehensive Strategy to Retain and Leverage Your Customer Base

Marketing doesn’t end when your customer pays. You do all of this marketing work up front to get the new ideal customer in the ‘door’ (physical or online door, that is). You provide the service, they pay, boom. Done. Right?

Wrong. Your marketing efforts do not stop with that customer at that point. Why? That customer is now YOUR biggest marketer, and if you have a service that has a longer lifespan than one visit, you obviously want them to come back again!

So how do we market to our current customers so that we not only retain them but also encourage them to refer us and get more clients?

1. CRM (Customer Relationship Management)

Marketing doesn’t end when a customer uses your service or product. Don’t rely on memory to gather reviews. Set up a CRM system that automatically follows up with customers to get feedback on your product or service. Use it for scheduled follow-ups, referral incentives, and keeping in touch with past clients. A CRM maintains organized records of customer interactions and supports long-term relationship building.

• Decide what CRM is right for your business. Many industries have CRMs specific to them.
• Gather immediate feedback after your service is done. If they are happy, the CRM will prompt them to leave a Google review.
• Encourage sharing on social media. Ask customers to share photos of your product or service and tag you.
• Follow up months later to ensure continued satisfaction and offer incentives for returning.

2. Physical Brand Reminders

Gifts, leave-behinds, and swag might seem small, but combined with your overall marketing strategy, they reinforce your brand in customers’ minds. These branded items serve as constant reminders of your business, encouraging repeat use and referrals.

• Solo-entrepreneurs can send gift boxes with personalized swag as a welcome gift for providing a service.
• Local small businesses can provide new customers with goodies such as mugs, tumblers, pens, etc.
• Service at home? Use a high-quality sign with your logo and a QR code leading to your website outside the home you’re working on.
• Fleet vehicles should be clean and professionally wrapped with your logo and contact information.

3. Social Media Posting

Think social media is just to get new accounts to see your content? Wrong. Your current followers and clients are just as important. If you want them to use you again or refer you, you need to stay top of mind by showing up where they spend the majority of their time – on their phone, on social media!

• Share updates on your business, about your team, new services, results, etc.
• Remind them of your greatness so they think of you when your industry comes up in conversation.

4. Referral Incentives

Your current customers can be your best source of new business. Encourage them to refer friends and family by offering referral incentives. This not only brings in new customers but also strengthens the bond with your existing customers.

• Create a referral program that offers discounts, freebies, or exclusive services to those who refer new clients.
• Promote the program through email newsletters, social media, and in-store signage.
• Track referrals and reward customers promptly to encourage continued participation.

5. Loyalty Rewards

Building a loyal customer base is crucial for long-term success. Implementing a loyalty rewards program can help keep your customers coming back.

• Design a rewards program that offers points for each purchase, which can be redeemed for discounts or free products/services.
• Offer exclusive benefits to loyal customers, such as early access to new products, special events, or personalized services.
• Regularly update and promote your loyalty program to keep it fresh and exciting for your customers.

By ensuring each of these marketing elements is in place and working together, you create a comprehensive strategy that drives consistent leads, increases brand awareness, and fosters customer loyalty.