Читать книгу Social Media Marketing All-in-One For Dummies - Michelle Krasniak - Страница 35

You might remember the words to that old Girl Scout song: “Make new friends but keep the old; one is silver and the other gold.” To retain customers, apply that philosophy to your policy of customer satisfaction. That may mean anything from sending holiday greetings to establishing a loyalty program with discounts for repeat buyers, from entering repeat customers into a special sweepstakes to offering a coupon on their next purchase when they sign up for a newsletter.

A marketing truism states that it costs anywhere from 3 to 30 times more to acquire a new customer than to retain an existing one. (For details, see www.linkedin.com/pulse/what-cost-customer-acquisition-vs-retention-ian-kingwill.) Although costs vary with each type of business, it’s common sense to listen to customers’ concerns, complaints, product ideas, and desires.

Thus, while you lavish time and attention on social marketing to fill the top of your funnel with new prospects, don’t forget its value for improving relationships with current customers and nurturing their involvement with your brand.