Unlock the Power of Your Current Leads: How I turn existing connections into loyal customers.
“You DON’T need to look very far to find leads…
THE BEST ONES ARE RIGHT IN FRONT OF YOU!”
I’ve noticed recently that some businesses are racing to start new campaigns and casting new nets as an effort to gain new eyes, clicks, views, etc.
All of these tactics are a desperate move to quickly increase audience.
How long until your “new audience” actually converts and buys?
After years of successfully doing this work, I’ll tell you it’s not about how wide you cast your net; it’s about how well you nurture the leads you already have. Your existing connections are the real key to sustainable growth in marketing.
So if you want faster, steady and lasting results, I have a better idea..
Let me ask you..
When was the last time you looked at your current list of clients or referring partners? If you haven’t, you may be surprised to find there’s some low hanging fruit here and it’s RIPE for the picking!
If you have no idea what I’m talking about, allow me to explain.
This is one of my most winning strategies. It works and it is
SUPER SIMPLE!
Step 1. READY - Look at your current + past clients and create a list on a spreadsheet. You can use a CRM tool, I just use a google sheet. You can use excel too.
Step 2. SET - Analyze, categorize, and organize based on the type of client/prospect they are. Color code and make sure you add filters to be able to sort the list easily.
Step 3. TRACK - Start TRACKING! Track how many times they’ve bought per month, how many referrals they’ve sent per month, track your interactions, collect important data, take notice of patterns and trends!
Step 4. INTERACT - Nurture & engage. Real connections take time and nurturing. Stay committed to the process and continue to interact with your contacts and clients. Don’t forget to TRACK and keep an eye out for patterns and trends!
Here are the THREE main categories I use:
The “Die Hard, Day 1s” - Color coded GREEN
Who are they?
This group is your loyal clients/partners who absolutely LOVE and ADORE you. They are the ones who are strongly connected to your brand; your most frequent buyers. They see and believe the value in what you are selling. They tell everyone about all the great things you and your business does. In turn, they are taking some marketing off of your plate and doing it for you! When you do a great job and create a transformation for your client, you better believe they are singing their praises to their network. Your name will be spoken in rooms you haven’t even stepped foot in.
How I engage:
I engage at least once a quarter. Depending on your business, your budget, and what you’re willing to do, this will vary. I’ve done gift baskets, coffee, breakfast, lunches, dinners, appreciation events, etc. Note that gifts are nice, but it’s not just about the gift. People at the end of the day, just want to be seen and appreciated! When I’m working with my clients’ clients, I love to ask them what it is that they love about the service? This is marketing research and development at your fingertips. Utilize it and look for any blind spots, or any hidden gems that can be a valuable for future marketing messaging. My goal is to make sure I know the Die Hards like they are my own friends. I make them feel special, I stay curious, and know all about the happenings of their life. If you’re not creating links, you’re not creating real connections.
The “B” Clients - Color coded LIGHT BLUE
Who are they?
In my opinion, these are the customers you should pay close attention to! These are the clients that have tried your service, but aren’t as loyal. They know about you, but maybe they don’t know enough? Maybe they have their main person/company they work with and you’re the side piece (for now). Maybe they lack the nurturing. There is huge potential to convert them to a Die Hard client. Sometimes, they’re not far off, so I treat them like a Die Hard, make sure to prioritize the connection, and continue showing up. The goal is to increase the number of Die Hard clients and here lies the breeding ground. B Clients are your warmer leads, stay close and learn all that you can about them.
How I engage:
I engage with B clients often, at least once every other month to stay top of mind. I take a look at WHO the B clients are and create messaging just for them. I try to understand what they dislike most, so I know what to steer clear from. What do they want/need to hear? What interests them? Pull them in. If you’re feeling stumped on how to make this work for you, gather feedback from your Die Hards. Ask them what was the shift that turned them into a loyal customer. Knowing how you’ve been able to help another customer, you can echo these solutions to others. Also keep in mind, just as we categorize our clients, they have likely categorized us. What do you think their assessment is of you? We are all inundated with marketing. Your audience is tired of being sold to. I mention this because we can easily get caught up in trying hard to be seen by our prospects, that we forget to see them. How can you win their hearts so that they invite you in?
The Target Clients - Color coded YELLOW
Who are they?
This group is the largest and you should actively find ways to convert them to a B while bringing in new people into this funnel regularly. These prospects may have bought once or twice, maybe they’re still on the fence, haven’t taken action yet, but they know of you. They’re not entirely cold. Maybe they are “window shoppers”. They aren’t quite sold or don’t know why they should work with you. Maybe they’re busy or it’s “just not the right time.” It’s highly possible that they need more education or need a better understanding of the value you bring to the table. Either way there’s opportunity here, don’t give up on them too soon! I recently saw a Target client jump to a Die Hard right away just because the timing finally made sense. They might just be one interaction away from becoming your next loyal client!
How do I engage?
If you have the budget and capacity, I would engage at least once every other month or even every month. Chances are if these clients have been a target for a while and haven’t become at least a B client, they have a lot of hesitation, they’re already working with someone else, maybe they’re jaded from past experiences. Building trust and creating a safe space for this audience is KEY. The goal is NOT to sell them hard, but be visible, in their periphery, and establish a connection. Perhaps rework your messaging or strategy. Every Die Hard and B client started here. Knowing that, should give you hope and excitement that your next loyal customer is already much warmer than those ice cold new leads! Turning your current clients into loyal advocates is a process that requires time, pressure, and the right strategy. But the results are more precious than you can imagine.
To tie everything up, I want to reiterate TRACKING and keeping an UPDATED, spreadsheet of your people and the stats. Through tracking I was able to add to the different funnels by showcasing the big picture, allowing me to nurture the Target clients to B clients and B clients to Die Hard clients. This is the least sexiest part and I get it, it's tedious, but TRUST ME, this allowed me to see the growth and changes, monthly and year over year. When you look back years from now or even one year from now, you’ll be glad you did the work.
You can get fancy and make more categories, but really just focus on getting the picture painted and data to see where you stand. You’ll see that you already have qualified leads in your back pocket. They will be more likely to convert and buy sooner than the ones who are just coming across your post or ad for the first time. And for the clients who KNOW AND LOVE YOU, don’t be shy to ASK FOR REFERRALS or run a Refer A Friend campaign! You’d be surprised what comes through when you create those doors!
Having several strategies in place is a great way to have a healthy marketing ecosystem and this is one of my absolute favorites! It’s worked for me time and time again, and I know it can work for you too! If you practice consistency, you’ll see it will lead to long term, solid, loyal customers that will continue to buy and you won’t have to keep chasing, casting wide nets, and sorting through unqualified leads. Your most valuable leads are often the ones you've already made a connection with. Nurture them, and you'll turn yesterday's prospects into today's loyal customers.
I hope you find this helpful and you’re ready to apply it in someway shape or form into your marketing. Feel free to reach out, and for more of me and to see how I put these practices in play, follow me on Instagram @mtentional