In my programs, we focus on building a foundation for your marketing: identifying your best prospects, organizing your contacts, buffing up your marketing materials, and creating a strategic plan.
Critical to all of your marketing is how you treat people.
How do you make people feel special? How do you stay in touch with them?
How do you show people you care?
Let’s look at three aspects of maintaining good customer relationships: recency, frequency, and attentiveness. You will see that they are interconnected.
Whether or not someone buys from you has a lot to do with the last time they heard from you.
In marketing terms, it’s called top-of-mind awareness. When someone is looking for art, are you the person that comes to mind?
If someone on your list hasn’t heard from you in months or longer, it’s hard to imagine that you’ll be their go-to artist. They’ve crossed paths with too many other artists in the interim.
Closely related to recency is frequency. But don’t think that frequency means sending daily messages.
Frequency means that you stay in touch regularly and within the parameters of what you promised your list.
But something else is at play here: Frequency based on the lifecycle of your customer/collector/prospect.
People are most excited to hear from you when they first sign up or buy from you.
Makes sense, right?
More “touches” – emails, cards, and calls from you – should come at the beginning of the relationship.
Got that? You shouldn’t wait too long to reach out to new contacts in order to help them remember you and to turn them into fans.
One reason that many people unsubscribe, stop following you, or stop buying from you is they sense indifference. They can’t tell whether or not you care about them.
If you don’t care about the people you’re marketing to – if you only care about making the sale – you will be found out.
People on your list need to know you care about them, so how do you do this?
I want to hear your ideas, and I promise a follow-up post with some thought of my own.