Defining past clients can be somewhat difficult, but for the most part, it means anybody who has worked with you in the past. If you’re a real estate agent, you may not see customers for years though. That isn’t necessarily true if you’re a retail store.
That’s part of what makes past client marketing so difficult. The other factor is that past clients already have their own impression of your company and you won’t be presenting yourself as a new brand they can try out.
Use this guide to help you get some of your past clients to come back or to keep you in mind until they’re ready for your services again.
1. Clients Forget Favorite Brands
Past client marketing is all about reminding consumers who have once worked with you that you’re still there doing the quality job they remember. Unfortunately, they may have forgotten you just because they’ve got so much going on in their lives.
What does that mean for you? You need to keep in touch with your customers on a regular basis so they don’t forget about you.
2. Customers Want Discounts
No matter what you do and what service you offer, customers want discounts. Whether you’re doing new client marketing or past client marketing, offering an incentive for consumers to buy from or work with you can be incredibly beneficial.
Even 10% off for past clients can get people that once worked or shopped with you before back.
3. Provide Useful Content
Past client marketing isn’t about bothering customers until they agree to work or shop with you again. In fact, pestering clients is only going to make them dislike your brand and make your company look desperate.
Provide past clients with information they can really use through direct mail, e-mail and an online blog. For example, if you’re a real estate company, posting informational pieces about how to improve curb appeal before a sale will keep you on their radar without irritating them.
Marketing to past clients can work, but you have to be smart about it. These three tips should guide you and help you bring past customers back through your front door again.