Small Business Marketing Tip of the Day

Search on Google for how to market your business and you will mostly find people preaching about social media or some other kind of digital marketing.

There’s nothing wrong with that, but here’s the problem.  Unless your business is brand new, that’s not the ideal marketing tactic to use because digital marketing, as it pertains to brick and mortar businesses, is mostly about getting new customers.

Finding and selling new customers is the most expensive way to bring in buying customers/clients/patients that a business can do.   Your best bet is using the customers you already have.  If you’re brand new with no customers, that obviously won’t work for you.  But with existing customers you know they already trust you.  They’ve bought from you and you now have a valued customer.

Now you need to come up with ways to lure them back in to buy.  If you’re in retail, you always have new things people can buy.  If you’re in auto repair, you can’t get them in unless something goes wrong with their car or they need an oil change.  However, you can offer oil change deals that keep you in top of their mind.  Plus, when their friends need auto repair help, you will be the first they mention.

Dentists can offer more than just 6 month exams.  Bring them back for teeth whitening.  Offer deals on teeth straitening.  Restaurant owners have tons of opportunity to keep bringing people back.

Here’s a little secret most people don’t consider.  Your faithful customers have friends.   Those friends may not have spent money in your business yet.   Thus, incentivize your faithful customers to send in their friends. When their friends come, you must bend over backwards to satisfy them because one, your faithful customer did you a favor and you don’t want to blow it.  Second, your customer’s friend is spending their money with another business that isn’t yours.  You MUST change their habit.  Habits are hard to change, especially if you didn’t do a good job of handling this customer.  So work up a plan to keep those customer’s friends coming back.  Don’t just let them come in and expect them to keep coming – most won’t.  You must change their habit to going to you!

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