Let’s be honest, when was the last time you seriously discussed with your agency a plan to engage existing customers? Are you in danger of taking them for granted?
We all want to build a loyal customer base. Of course we do. It makes absolute commercial sense.
Why then, despite the potential offered, do many businesses still focus their marketing strategy on acquisition? How often do we hear about the use of innovative communications to attract new prospects and about how relevant content under-pins lead nurturing programmes?
Despite the headline, I’m not going to ‘harp’ on about ploughing all your efforts in to your existing customer base – far from it. There has to be an appropriate balance.