How You Can Re-Engage Your Clients with Content
10
OCTOBER 2016

As a business savvy content marketer, you are fully aware that your customers are the lifeblood of your venture. Some come, order, receive and go-with a sense of gratitude or without saying thank you; others stay by your side and grow at the same pace as you.

While pitching for work is a great way to meet new people, identify new business opportunities, get new gigs matching your interest and financial expectations and ultimately exceed your own efforts, we would all rather cultivate the relationships that we have already established with friendly, reliable, high-paying clients who appreciate our writing at its true value. Under these circumstances, how could providers of quality content writing services reignite the spark the best past customers they’ve ever had?

6 Tips to Follow to Attract and Retain Past Customers

If you’re tormented by the same questions, and miss working with and for the amazing people who have already contributed to your business growth, here are a few tips on how you could bring them back on board without risking anything.

  1. Turn Existing Clients into Blog/Email Subscribers. As a respectable provider of quality content writing services, you know just how important it is to keep your clients informed and engaged before, during and after your collaboration. In this context, you probably already use every hook in your secret toolbox to make sure your existing customers know what you’re up to. If not, it’s never too late to retrieve the contact information of your most important client, and invite them to subscribe to your blog and/or newsletter. For them, this would be a great opportunity to take advantage of discounts and more attractive packages. For you, this would be the chance to re-connect with people who understand your vision, appreciate the quality of your work, and are willing to pay a fair price for it.
  2. Offer Special Rates. It’s no secret that we all love sales. Why pay full price for anything, when you can wait until you get a discount on it? Perhaps many of your past clients share this point of view. In this case, it would be a good idea to lure clients in by offering rewards, as well as access to customer loyalty programs. These incentives will separate your loyal clients from the rest of the world, allowing them to feel appreciated and pampered. Just make sure that the discount you’re offering is associated to a relevant, first-class product that your client would be interested in; after all, you have to give your old customers a reason to make use of the discount that you’re offering.
  3. Re-engage by Offering Them a Freebie. Here’s another aspect that you should weigh before giving the green light to a campaign meant to make previous clients come knocking on your door: customers love freebies just as much as they love discounts. Therefore, consider investing in one or more types of promotional materials-anything from pens and notebooks to coffee mugs and T-shirts- that you could customize with your brand and audience in mind. If you don’t want to go through the trouble of personalizing and distributing such items, opt for the next best thing: an eBook, a helpful how-to article, or a tutorial that could give your past clients the chance to improve their daily lives by finding the best solution to a problem they might experience. At the end of the day, some of your old clients may feel the need to share this informative, useful material within their social circle, enabling you to attract new clients, and thus supporting your marketing goals.
  1. Take Lessons from Your Competitors. Oftentimes, good old market research allows us to make the best decisions when it comes to implementing changes to re-engage with old clients. Keep an eye on your competitors; assess the quality of their products and their price tags, and compare them with yours. From this standpoint, an honest evaluation may convince you to lower your prices, or up the quality of your work; either way, such positive changes may lead to an improved relationship with new, existing and past clients. Once you’re pleased with the adjustments you’ve made, let your previous clients know how you’re doing. Ask them how they’re doing. Craft a compelling story around the ways in which you have reinvented your business, let them know how valued they are, and also give them the chance to get a glimpse of what you have in store for them. A friendly attitude, correlated with reasonable prices and high-quality work can open many doors, and make the paths of two estranged parties cross again.
  1. Ensure an Improved Client Experience. Use your content as bait for your past clients. If you have already followed the first 4 steps that we’ve mentioned, chances are that your past customers are keeping tabs on your brands, product list and special offerings. Considering that they may be watching your every move, use your content pieces to give them a reason to come back. Make them feel truly valued and missed; use their testimonials on your pages; craft new content focused on their interactions with your brand. Humanize your brand by creating content that lets the whole world know how your relationship with your clients has reshaped your brand, offering you the inspiration for positive changes reflected in a new line of products, improved customer service or new pricing. No matter which path you choose to take, a client-centered approach may help you reignite an old flame, and determine some of your old customers to give you a call, schedule a meeting or place an order.
  2. Handle the Outreach Process Like a Pro. At some point, we must all face the fact that business relationships aren’t built to last a lifetime. Sooner or later, we will all have to part ways with the high-paying clients that we’ve worked so hard to acquire and preserve. That’s life! However, even when you’re in tears watching your best customer walk out the door, you can still play your last card and achieve excellent results. Send your now-ex customer a personalized email. Try to figure out why he or she is no longer interested in what you have to offer. Or better yet, opt for a more personal and efficient interaction, and give him or her a call. Believe it or not, many companies employ this strategy to keep their most loyal customers close. As Marketing Land suggests, even if this approach doesn’t convince X or Y to stay with you for better or for worst and keep paying for your product or service, you will still manage to leave your interlocutors with an awesome feeling about the business that you’re running.

“Use your content as bait for your past clients. If you have already followed the first 4 steps that we’ve mentioned, chances are that your past customers are keeping tabs on your brands, product list and special offerings. ”

Get Past Clients Back in the Fold before It’s Too Late

Goodbyes are always hard, we know- especially when you realize that you’re about to lose the support of clients who have contributed a great deal to your expansion. You can just let them go, cope with your loss and hope for the best, or apply the set of tips listed above, and fight tooth and nail for the customers that your business needs to preserve its competitiveness. At the end of the day, the final choice is up to you. How do you re-engage with past clients that mean the world to you and your brand? Is there a secret, foolproof technique to reconnect with previous customers that we might have missed? Let us know in a comment below.

 

Alecs Ianko

Content Marketing Expert

Alecs is an experienced content marketer and content sales specialist, with years of relevant work in the field. She started her writing career as a politics and social journalist. An English- Chinese graduate, she has covered foreign affairs and culture, as well as other journalistic areas. Her next challenge was covering the client connection part of the Business Breakthrough International’s Search Engine Marketing Department. Working with various business owners throughout the US, giving them SEO tips for their content, providing editing, title-work and various other SEO jobs for the clients’ online marketing campaigns has been a constant reminder that, even if most of the online work is done face to face with a computer, the human element is still the most important factor.

Want new articles before they get published?