Building On a Foundation: Why Marketing to Existing Customers is Crucial

By Tomas H. Lucero

As marketers, we aim to expand our market and attract new clients and buyers, but this approach should only be a means to an end. The essential purpose of a business is to sell more of its products and services, not necessarily selling to new customers and clients. Grant it, many new sales are a result of new customers discovering our business. However—and this is especially true once a business is relatively established—an important portion of sales are made to existing customers: people that already like and trust your brand. For this reason, it’s important to spend a significant portion of a marketing budget on the customers you already have, as opposed to those you still hope to gain. This is what Brad Swezey argues in his article in Florida Today, “Don’t Ignore Existing Clients When Marketing.”

“The worst thing you can do as a business, in my opinion, is to ignore the people who already know and like what you are doing. The reality is, however, most businesses do exactly that. And it is costing them thousands of dollars,” states Swezey.

Swezey proposes rewarding existing customers, enabling them to use your business again. The consequence of doing this, Swezey argues, is that existing clients will do your marketing for you through—the original marketing tool—word of mouth. Given a gentle nudge, Swezey states, existing clients will mention you on social media and to their communities. This is especially true when their friends and family are looking for a service. Swezey reminds us that third-party credibility is going to have a more powerful impact than any advertising you can dream of.

“So, you are going to accomplish what you wanted, which is more customers or clients, without the hassle of dealing with too many new clients or customers who are not yet familiar with how you do business. You are going to get a greater return on your investment too,” says Swezey.

Related Story: Instagram Marketing 101: The Hashtag

Related Story: 10 Most Actionable Takeaways from Social Media Marketing World 2015

Brad Swezey is the president of JustSmallBiz Marketing; a company that focuses on helping small businesses grow through methodical marketing planning and results-based marketing implementation. He can be reached at [email protected]

Like us on Facebook, follow us on Twitter!

Read our latest edition - Business Review USA 


Featured Articles

Top 10 cybersecurity specialists in the US

As cyber attacks grow in frequency and become increasingly sophisticated, Business Chief looks at the top 10 cybersecurity specialists in the US.

Silicon Valley Bank collapse: How did we get here?

US authorities have stepped in to protect all Silicon Valley Bank customers following the second-largest bank failure in the country's history

Top 10 best new leadership books by women to read in 2023

To mark IWD, here’s our pick of the best new leadership books – all penned by impressive women at the forefront of the ever-evolving world of work

Eight of the best business leadership podcasts

Leadership & Strategy

CEO John Pagano, leading Saudi Arabia's Red Sea Global

Leadership & Strategy

Top 10 female CEOs according to Fortune’s Global 500 list

Leadership & Strategy