It can seem like getting a prospect to become a customer is the hardest lift in marketing. But I’d argue that the real difficulty is in keeping those customers engaged – even when they’ve been with you for a long time. If an account is chugging along without a problem or complaint, it can be easy to let them fall by the wayside. So let me ask you, are you giving your oldest customers a reason to think of you?
New Products or Service
The most obvious way to stay top of mind with any of your customers is with new products and services. Sometimes, though, older accounts get stuck with legacy systems or products that have kind of fallen off the priority list. Maybe they have your old platform or they still haven’t been moved to your new server. Maybe they just lack the latest integrations. Whatever it is, it can mean that they aren’t getting the same service as the rest of your accounts.
Next time you introduce something new, give some thought to your oldest accounts. Are there any obstacles that would prevent those long-standing customers from enjoying all the benefits of what you offer? Would a special product or service designed to upgrade them be a way to keep these customers engaged?
The minute your customers start losing out is the minute you start losing them.
Content marketing is based on the idea that being helpful is a good way to make sales. For older accounts, though, the information they need may be very different. They already know the challenges you address. And they already know how your system works and why it’s the best choice for them.
So what can you offer them that would be especially helpful? Sometimes being a source of insight on regulatory or compliance issues would be welcome. Or maybe they would like some thought leadership on payment models or navigating a treatment path for unique demographics in their community.
If you aren’t sure what they would find useful, ask them. A quick survey could make a huge difference in your customer loyalty.
Sometimes all it takes to stay top of mind is a little gift. We all like an unexpected token of appreciation, so why not make sure to give your oldest customers some acknowledgement of what they mean to you? Little items like chocolate or gift cards are always fun. Or maybe something bigger like a special, invite-only cocktail party at your next conference.
A little gift from time to time is a guaranteed way to put a smile on your customer’s face. And isn’t that worth everything to your company?
A Reason to Think of You
Your standard outreach is an excellent way to keep in touch with your accounts. But your long-standing customers deserve a little extra love from time to time. Make sure you give it to them.
Photo by Markus Winkler on Unsplash