If you’re like most small businesses, your sales strategy for 2021 involves getting new clients to generate more revenue, however, a sales strategy that is often looked over and forgotten about is getting new business from previous clients of yours.
It’s a lot easier to get business from past customers than it is to get new customers because they are already familiar with you and trusted you to have done business with you in the first place.
The reason they may not be your client anymore or actively paying for your services could be plenty, but don’t let that stop you from keeping in touch with them and seeing if you can make them an active client again.
In this blog post, we’ll walk through seven ways to get your inactive clients back into the consideration or purchase of your services.
1) Create helpful content
For starters and at the top of the list is creating helpful content. This will come in handy for a few of the client reactivation strategies we’ll talk about, so that’s why we have it at the top of the list. You can earn more business with less effort from previous clients by simply reminding them you exist, but in a helpful way.
If you’re a chiropractor or physical therapist, you could send them content on helpful stretches or exercises. If you’re a yoga instructor, you could send old clients yoga poses to add to their pre or post workout routine. If you’re a personal trainer, you could send content on healthy meals, at home workouts, and meal planning tips.
The options are endless with creating helpful content, the hard part is planning it and doing it. To help you do that, add it to your list of weekly or monthly marketing to-dos and slowly tackle it bit by bit. Or if you have the resources, hire someone to help you tackle it. Soon you’ll have a library of content to choose from that you can rework and reuse over and over again!
2) Segment your email list and send helpful content
A lot of businesses send out emails to only one giant list of client emails. This is a HUGE missed opportunity. Personalization in your marketing is going to help you reach and connect with your clients at a much higher level. Segmenting your email list allows you to hone in on a specific subset of customers (your inactive client list in this case) with specific messaging that speaks uniquely to them. This strategy will help you break through the noise that your clients get thrown at them on a daily basis via their inbox and show them that they are special.
If you’re using an email platform like Mailchimp, this can be done in just a few clicks. Just make sure that you name the email list something that you’ll recognize and remember, such as “Inactive Clients”, and you’ll be on your way to sending personalized emails just for them!
You can take this a step further by sending emails based on user behavior. For example, Mailchimp breaks down subscribers into three buckets based on how often they open and click your emails: Often, Sometimes, and Rarely. You can send an email to each of these groups with unique messaging based on that, too!
3) Target inactive clients through Facebook/Instagram Ads via email list targeting
This is similar to point number two above and allows you to create a special offer for previous customers with specific messaging that shows that you already know they’ve interacted with your business as a previous customer.
With Facebook Ads, you can upload an email list and create ads to specifically target that list. Amazing, right?
To do this you have to create a custom audience in Ads Manager, upload your customer list, and give it a name. Follow the steps listed here on how to use a customer list to create a custom audience.
4) Offer previous clients their own unique promotional offer
People want to feel special and appreciated (especially people that were already your clients) and a great way to do that is to send them an offer to show your appreciation. Whether that’s 20% off your services for the month of January “just because”, or a 30% discount on one of your services/packages for referring a friend. Promotional offers like these give you another chance to drive untapped revenue and “wow” previous clients with your service and results.
5) Run a giveaway or contest
You can use giveaways and contests to reengage previous clients in a fun way – all while reminding previous clients that you are still around. The key is to make them excited and want to participate by offering them a great offer they won’t want to pass up!
6) Send out a personalized postcard
Postcards can still be an effective strategy, especially if you add some personalization into the mix. Send out a mailer to your previous clients with their name, a note, and a promotional offer. It’ll catch their eye because 1) you’ve used their name, 2) they are going to be familiar with your company because they already purchased from you, and 3) nobody writes hand written messages nowadays and that just shows you put in extra time and effort!
For example, you could send out a postcard that says “We miss you, Sue! Come back to us and we’ll take 20% off your first month of services with us!” This works because people love a deal, it lowers the barrier to entry making your services more cost effective for them, and uses the “fear of missing out” psychology.
Pro tip: If you include a website URL such as www.your-business.com, make sure you set up a custom, trackable page or URL. That way you can measure the results from your previous client postcard mailer. The same goes for using a promo code. Make sure to make the promo code unique to the campaign so that you can track uses of the promotion as well.
7) Send them a birthday
No, this doesn’t require you to physically go to a store and buy them a gift! If you’ve maintained at least a semi decent customer database, then sending previous clients a discount or free offer on their birthday is another way to get more business. How you send it, whether you send it via email, text, or postcard, does not matter. The point is to show that you remembered their birthday and want to show them appreciation with an offer exclusive to them.
If you aren’t maintaining an active database of your clients’