Nearly every small business owner knows that it’s cheaper to convince someone who is already your customer to spend money again then to get a new one. Are you doing all you can to convince your past clients that it’s time to let you tackle their next home improvement project?
Keep In Touch through Online Marketing
Online marketing, your website and social media, can play a huge part in reminding past customers that your business is one they already know and trust. Regular posts to social media, like sharing recently completed projects, can remind people of the variety of work you do and encourage them to consider you for their next project. Posting about local events you will be attending like home shows and community festivals remind people of your ties to your community. Provide links to your current offers and as Hubspot suggests, have calls to action within those offers!
Proactively Reach Out to Past Customers
If you’re doing the basics of online marketing like blogging and posting to social media, you have plenty of information for a digital newsletter. Just include the title and a few sentences of your blog and a unique link to track the click-through rate. By driving traffic to your site, you’re aiding your SEO in addition to educating customers and reminding them of your services. Include a before and after picture of the “featured remodel” and invite homeowners to be the next featured remodel (a call to action). You can also add in something fun, perhaps snapshots of an employee’s new puppy, a favorite family recipe, or a snapshot when your team volunteered in the community.
Here are a few other reasons to send an email:
- Immediately after the job is complete, thank them and ask for a testimonial. If you know what the source of the lead was provide them a link and ask them to review you there. If they say they found you in a search, provide them with a few options like links to your Google My Business review page, your Houzz profile, Facebook page, and website.
- If you see they posted a testimonial, email and thank them! Send them links to other places and invite them to write additional ones and explain how it helps other homeowners find your company. (We all know how important reviews are to SEO even if our customers don’t.)
- Congratulate them on the anniversary of their remodeling job being completed. If you offer a one year inspection ask to schedule it.
- Have special customer only events in your showroom quarterly or annually. Invite them every time and ask them to RSVP and to bring a friend.
- Make them feel special by emailing details of customer only promotions.
When you send a personal email be sure to make it person, don’t have a read like a form letter. Unless the email is a promotion, don’t directly sell anything in the email.
You ask for email addresses so make sure to use them. There are many ways that you can leverage your past customers so they become repeat customers and some even help your online marketing. They won’t take much additional time but they will help you continue to grow your business because many will aid your SEO efforts.
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