How To Milk More Revenues From Your Customer Base

Posted on May 26, 2016 by Anne Daniells - Also by this author

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Nick Cavarra emphasized the need to stay in touch with prospects using basic phone calls. 
Nick Cavarra emphasized the need to stay in touch with prospects using basic phone calls. 
LAS VEGAS, Nev. — As Nick Cavarra walked out in front of a packed room at the 2016 International LCT Show in Las Vegas, he said there was so much more to talk about than a list of 60 things to grow a list of dedicated, engaged customers.

First, Cavarra introduced himself by reminding the crowd that he was the “zit boy” for the old Clearasil television ads. His baby-faced image, however, belies this tremulous rough-cheeked beginning. He went on to serve in the U.S. Army’s 82nd Airborne Division, attend the University of Southern California, and even perform in and produce Broadway musical theater.

Now, as the owner of Social Punch Marketing in Southern California, he uses his marketing passion and public persona through digital and social marketing with a specialized knowledge of constant contact email marketing software abilities and applications.

The old adage about “milking the cow you have” is true. Better to keep and get more revenue from the customers you already have than to spin your wheels getting small responses to expensive, shotgun ads to find new clients. Social marketing is “engagement marketing,” said Cavarra, “because 90% of business comes from current customers, 9% from referrals, and only 1% are truly new clients.” Keeping the conversation going with current customers brings in the 9% referrals. Ads to draw in the 1% may work, but the costs usually outweigh the benefits. Social marketing offers lower costs and greater returns.

Building the Perfect Data-Beast
Building a database without all the pieces in place puts the cart before the horse. Get the working parts in order first. This means planning promotions, budgets, and the resources to implement a successful program.

  • Prepare a monthly holiday and event calendar, and then use the seasons and holidays for targeted marketing. Start working on a social media schedule of planned posts, conversations, and specials that could be useful to the members of your database.
  • Sign up and begin to manage social media sites Instagram, Google+, Facebook, YouTube, Vine, Twitter, and LinkedIn, for starters. Know how to navigate in each medium.
  • Fine tune your website. This is where all social media traffic will be funneled and where you will shine brightly, so make sure it’s flexible, responsive, mobile friendly, and loaded with an email capture on the first page — before prospects dig into your site.
  • Enrich your customer profiles by training phone and reservation staff to collect birthday and anniversary dates for existing clients, and always collect the basics from cold callers: name, cell phone and email. These calls are hot prospects already looking and ready to buy. Get their information every time.

Where Social Media Meets Up
The goal of social media is to get conversations started among viewers. Because it takes an average of seven “touches” or contacts with a prospect before they buy from you, the variety of social contact and the timing must be consistent so the names and valued clients in the database will do the talking and sharing for you. Your job is to get the conversation going in ways that drive referrals and increase the amount of spending from existing customers.

Make this happen within several key areas. One good conversation can be shared on all social media platforms and used many times over. “Repurpose and reuse your messages,” Cavarra suggested. “A single YouTube video should include a link to every other social media platform. It becomes an email blast, a tweet with a link to your website, and a Facebook post, too.” A single effort will receive broader visibility when recycled efficiently using several tools:

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