Sonja Jefferson

Contrary to popular belief, marketing is not just about generating new leads. As one of my favourite US marketing bloggers, Sonia Simone puts it:

"So many businesses think ‘marketing’ is the same thing as ‘lead generation’. In other words that marketing equals chasing down strangers so you can wrestle them through the conversion process and turn them into customers."

Many professional businesses make the mistake of devoting all their time and a considerable amount of budget to the unrewarding slog of lead generation.There’s a far more cost effective and rewarding way to boost sales. 

If you want to make your life easier and frankly more enjoyable in 2009, devote your time and attention to your existing customers and contacts. If you communicate with them regularly in ways they appreciate, they’ll reward you with referrals and new business. You can start with your company Christmas cards.

I guess this is what is known as Customer Relationship Management  (CRM) in large corporations, but the principles apply to companies of all sizes. It’s not half as complicated as the big guys make out.

The keys to success are simple:

1. A database: Put together a list of your contacts. This should include current and past clients; those you’ve quoted for, but not yet done business with; partners; suppliers and anybody else you have a valued business relationship with. You can use a recognised contact database like ACT for this task, but it doesn’t need to be that complicated; a simple spreadsheet will do.
2. Planning: Devise and execute an achievable programme of communication throughout the year.
3. Targetted, useful content: Create and send out informative, well-written information to your contacts, content that they’ll find useful and informative e.g. articles, ‘How to’ guides, whitepapers, e-books. NB: each different type of contact will have different needs and interests. You might want to think about tailoring your communication for each group.
4. Measuring results: Make sure you record all your activity and the results it brings on your spreadsheet. See what works best, for you and your contacts; continue with those activities that bring the most benefit.

This is ‘win-win’ marketing. Your clients get something that they value and can learn from. You get  an opportunity to prove your expertise, and stay in contact, so they’ll remember you when an opportunity arises.

Your company Christmas card list is a great place to start this new approach. Customers can often drift away because they don’t feel appreciated. Christmas is a good opportunity to thank them for their business during the past year and show them that you value them as contacts.

Use this occassion to sort out your database of contacts. Send each one a card with a personal message and include your business card as an invitation to stay in touch. This could be the beginning of a whole new approach to your marketing for 2009.

Remember: marketing is not the same as lead generation. Stop spending so much time wrestling down strangers. Start communicating with your current contacts regularly, in ways they appreciate and find useful.  It’s a very effective route to new business.

Tweet This Post