I have a number of what I call bottom drawer clients. These are usually small projects, projects you can fit in a bottom drawer, for very small businesses without a lot of resources. I don’t make much from these clients but I learn a lot working with them, so it’s not completely gratuitous, and they are nice people who appreciate my help.
My bias, and therefor my approach to their marketing, is that a customer marketing strategy, and especially marketing to best customers, is more important than prospect marketing.
Delight your customers and they will:
- Stay longer,
- Buy more from you,
- Buy without being bribed,
- Cost you less to service, and
- Bring in prospects just like them.
Don’t delight them and you have to focus on prospects to keep refilling the leaky bucket.
The implication for small or micro businesses, and frankly for medium and large businesses as well, is that marketing effort should be focused on sustaining and building the business you already have, that customer marketing should be your primary marketing strategy. [Read more...]
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