Smart marketing begins with your current customers. 

Not only have you already done all the work to get their business, but they’re also more open to new products (both wins and woes). And, they’re happy to spread the word of the business. In fact, it’s five times cheaper keeping your current customers than finding new ones.  

Fortunately, some of the easiest marketing strategies are perfectly geared toward existing customers. Thus, with a bit of research and some creativity, you can boost your impact and sales amongst your existing customer base. 

What Works?

Small businesses have the benefit of being close with their customers. Depend on this transparency to keep your finger on the pulse of your base.

Rely on Research 

A small business’ first marketing step should be to research their customers. Study your social media metrics. Then, engage in direct outreach with your customers. Small business owners can gather all of the information they need to create targeted, powerful marketing decisions from their phones.

Do the research and find out what your customers want. Figure out what SEO language they are using. Improve your metadata to coincide with the most common search terms for your products. Use social media metrics on your business pages to track customer engagement data. Look for the following information:

• When are they responding to your posts? 
• How often do they open emails? 
• Do they open more emails that include a video message? 
• How much does engagement increase after a sale announcement?

This data is straightforward and necessary to hone your marketing message. However, be sure to apply this data where it matters. Concentrate extra marketing on social media channels that aren’t seeing much engagement. Or, focus extra engagement on your least involved demographics.

If you’re struggling to maximize your data, simply ask your customers what they like. Use surveys to complete your customer research. When tied in with incentives like coupons or sales codes, surveys can be a powerful tool to gain primary-source information. Plus, they can be a great way to generate buzz about the brand.  

Understanding your customers allows you to hone your marketing, and to focus on the existing consumer base. That starts with research. Concentrate on those that already support the brand. The organic marketing that your customers produce will do most of the work once the machine is oiled and running.

Keep Up With Changing Times 

Even before the pandemic, the world was speeding toward digitalization. Now, customers all but demand easy and digital experiences. Between mobile shopping, curbside pickup, and eCommerce stores, businesses must keep up with the changes.

Over half of social media users use such platforms to research products. If your business lacks a social media presence, then it’s losing sales. No matter the industry, your customers are using social media for research, and they’re finding your competitor’s products before yours. The power of social media for marketing and customer retention is unparalleled.

Leveraging social media allows a business to:

• Understand how your customers shop. What do they search for? Do they ask friends or consult reviews?
• Focus on the audience. If women ages 30-45 make up 95% of your sales, for example, then make sure you cater to that demographic.
• Seamlessly boost the brand. Between attractive content and interactive posts, businesses can boost their image and bolster relationships with customers.

Of course, social media is just one aspect of the increasing digitalization of business. 

Digital marketing is essential to move forward. Customers demand ease of use through all aspects of their life—and their brands are no exception. Customers are inundated every moment of every day by social media and consumerism. Leverage those facts, and put your brand right in front of their eyes. Small businesses must go digital to keep their customers happy.

Adapt to Your Customers’ Needs 

To maximize your customer connection, a business must understand them as people. Small businesses and their customers represent close, community ties. Because of that, tighter connections can increase conversion, sales, and organic marketing opportunities.

Start with your shipping options. Choose your carriers based on how to offer free shipping to your customers. Depending on your goods and services, your decision of shipping provider can save or cost you money. The three major carriers (USPS, UPS, and FedEx) have various strengths and weaknesses. Understanding your customers’ needs can help a business pinpoint the best shipping carrier for them. For example:

• USPS is the cheapest option all around. However, they offer lackluster tracking, and speeds aren’t guaranteed.
• UPS is great for large or heavy items, but weekend shipping is limited.
• FedEx offers many rush options. They are usually the most expensive, though.

Make your choice based on what best transfers the savings to your customers. Customers love free shipping so much that it will boost retention and increase sales. Offers that promise free shipping on purchases over a certain amount increase orders up to 90%! 

Next, determine how you can secure more sales. The goal is not to try and force sales. For example, if you offer a product, especially one that is useful, consider implementing payment plan programs.

Target your financing options to your customers. Installment plans can help customers afford items through a smoother financial burden. Though a payment plan won’t report to credit agencies, customers will appreciate the greater availability of your goods. And, when combined with a secured card to help build credit, installment-style payment plans can give customers the room they need to get back on their feet. 

In a post-pandemic world, your customers may be struggling with their finances. As a small business, extending help in any way can strengthen the relationship. Customers reward loyalty in kind. And their loyalty will generate additional sales and new customers. 

The importance of existing customers can’t be understated. They make up the majority of sales, and they’re easier to sell to in the first place. Plus, they’ll stick around even after missteps. At a minimum, that loyalty should be rewarded by focusing your attention on their needs.

In sum, stay on top of the changing trends. Always try to connect with your customers through digital means. Grow with their needs, and help them continue being a customer of your business. The relationship is an important investment for your business. 

By Jessica Larson of SolopreneurJournal.com