Any business must have paying customers in order to actually well, stay in business. We can readily classify client into various formats
- are doing business with us today
- have already done business with us
- need our products and services but have no relationship with us
- are actually in our market funnel
Whatever the case all customers that fall into each category will need to be nurtured accordingly. Let’s take a look at each classification of customers in turn.
This category of client has somehow gone through the marketing funnel and one is providing services and / or products to them already. In terms of this lead the question is ‘how can we get them to come back and do more business with us’ ? in this case it makes sense to consider complimentary services or creating solutions that can be added to the initial purchases. In many cases developing a continuity based program is a great way to ensure consistent ongoing revenues..
These are referred to as cold leads and therefore the lead generation will be based on criteria pertaining to their search engine or social behaviour; bringing them cold will need good content, relevant content that will enable us to contact them again using retargeting this time looking to exchange their contact details.
Unlike the current customers – this classification have experienced business with the company but some time has passed since they have experienced our services. With all of the contact information in hand a reactivation campaign can be made to be very targeted with an offer based on their previous purchase decision in order to bring them back as a customer. Direct Email Marketing may work well with this.