We don't all have the luxury of large marketing budgets with dedicated or outsourced specialists on the payroll, however there are 5 marketing activities we can all do, to help generate more business. They don't take much time, are low-cost and can be very effective at generating new business.
1. Manage your data
Keeping your customer database up to date is essential. Having up to date contact information has obvious benefits, however adding key information such as products bought, renewal dates and details of conversations and visits, highlights future potential revenue such as upgrade, re-sign and cross-sell opportunities.
Customers like to feel valued and by keeping customer records up to date, you can quickly familiarise yourself with the account and advise accordingly. It is often said that selling to an existing customer is five times easier than attracting a new customer and customers who buy more than one product are less likely to move their business to a competitor on a whim.
2. Manage your website
If you have a website make sure you keep it up to date with your latest products, pricing and offers. Adding new content keeps your website fresh and using relevant key words can help to improve your search engine optimisation. Check your website for typos and errors as this can put prospective clients off. Add customer recommendations and case studies to advertise how satisfied your existing customers are, this also builds confidence with prospective clients. Make sure you have some data capture forms on your website to track new enquiries.
3. Communicate
Take the time to communicate with your existing customers. Whether you prefer to call, arrange face to face visits or to email, make sure the lines of communication are open with your existing client base, so you know when they are looking to make a change to their existing solution and they know what your latest products and pricing are. If you do this regularly you should see a steady stream of repeat business and upsell opportunities from your existing base, hopefully increasing your ARPU (Average Revenue Per User).
If you use social media, set up corporate accounts and ask your customers to like your page on Facebook, follow you on Twitter or Instagram or connect with you on LinkedIn. You will be surprised how quickly your following builds and how many direct messages you receive that end up in new business opportunities.
4. Promote the benefits
Don't be tempted to focus too much on the technology. In my last role I created product flyers, product descriptions, technical overviews, technical presentations but the most requested content was a list of benefits over a competing solution. How do your products benefit your customers? Promote this as it will attract similar customers and help you build your base.
5. Network
I am not suggesting that we all sign up to our nearest business networking evening, but I have experienced the benefit of building relationships with our own resellers and dealers. When our Directors meet our customers face to face, they quickly get a feel for how much they know about the services they sell, how long they have been in the industry supporting partners and how successful they have been at solving problems and growing revenues. These relationships encourage positive word of mouth recommendations and have led to new business. If you are the technical brains or the driving force behind your business, don't hide away as your passion, knowledge and contacts could help you win more business.
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