Three reasons it pays to market to the audience right in front of you


When you think about marketing, you’re probably thinking about ways to capture new customers. And while I’d be the first to say that’s a reasonable approach, I don’t think I’m alone in admitting that when it comes to marketing, I often overlook the audience that’s right in front of me.

your next big customer could be an existing one

I can’t tell you how many times a client has said to me, “I didn’t know you did that!”

And it makes me want to kick myself.

If you’re in business selling more than one product or service, a customer has probably said these words to you, too. Why? Because they think of you as the provider of whatever they buy from you—and nothing more.

I do a great many things for my clients, yet some only think of me as a writer. Others only think of me as a designer. And there’s another group that only thinks of me as a communications project manager. Few think of me as a potent mashup of all three. Get in touch if you want to know more—wink-wink.

you can’t assume they know everything you do

Whether you’re a small company with a limited product or service offering, or a large company with multiple lines, divisions or even subsidiaries, it pays to keep your customers informed about all the ways you can help. You may already have those bases covered, but, if (like me) you’ve ever heard those six little words, “I didn’t know you did that!” and wanted to kick yourself, we both have some room to improve.

Why it’s important:

  1. new clients cost more
    While winning new clients is always important, we know it costs several times more to gain a new customer than keep an existing one. Maintaining or growing existing relationships is easier because existing clients already know and trust you.
  2. you can leverage what you already know
    The foundational knowledge and history you’ve accumulated with a customer is valuable, and can quickly be applied to new projects or areas of work. This is a benefit to you and your client that a new provider can’t offer.
  3. you can build on existing relationships
    Technical knowledge isn’t the only asset you gain from having a history with an organization. If you have good connections with one department, you can often extend that to others. It can be as easy as finding the right time to ask, “Is there anyone else in your organization who I might be able to help?”

You know that helping your clients understand everything you offer is a win-win proposition, enabling your customers to get more benefit from a trusted relationship, and allowing you to increase your bottom line with less cost. If they don’t understand your range of offerings, you could be leaving money on the table — or giving it to someone else.

need help reaching out to new or existing clients? let’s talk.

Whole Brain Creative can help you build stronger connections with your customers, whether they’re new clients or people you already do business with. Call or email us for a no-obligation consultation: 503.680.1279 or [email protected].

Thanks for reading!

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