Most people that spend allot of time marketing their company focus on ROI, CPC and a wide range of analytics. Always optimizing and trying to squeeze every last drop out of their campaigns. At Blue Light Labs sometimes we will get 3 conversions a month, others 12 or more. Even after hyper focusing on analytics and campaign statistics, conversions are still very random.
The way we look at a customers now is way more 3 dimensional and it has opened up a whole new world of opportunity. Half of the time it's only a matter of occasionally reminding people that you exist and how you make a difference to them. There are so many small things you can do out of habit to start opening your network so you can shake the bushes every once in a while.
One of the hardest things about owning a web design company is trying to get our customers off to a good start. I don't have a degree in internet marketing and I don't call myself a professional, but I have picked enough up to know how to send people off in the right direction.
Most of our web development customers start off with an idea and think it is just going to take off as soon as we push it live. I really try to be honest from the get go with them that unless they have some sort of huge media launch or expensive strategic campaign ready to take off it is unlikely that they are going to be an overnight success. They need to be consulted and introduced to the idea that there will be some work on their part. Success rarely ever comes without a price and when entering the world of the internet, you need to know that you still have to do your homework to get the ball rolling.
In this respect, every new customer needs to be respected nurtured and educated. By building this relationship you are creating a sleeper sales force that will help you grow your network for you.
The Importance of getting and organizing Contact Information
Get as much information on a client as you can from the get go. Don't just store standard name, email address, number, etc. Start a conversation. Do they have a family? What are their names? What are their interests?
The more personable with them you can get, the more active they will be as not only a client but a new friend. I don't mean to mix business with relationships per say. Getting off on the best foot possible with a client will ease the stress of the process. Each new client you acquire, really make an effort to add them to your social channels, newsletter, address books and mailing lists.
It's all about how you can use the information. Birthdays, Holidays, Special events and even the occasional sharing of a funny cat video that went viral can all act as opportunities to stay connected with your client.
For example, first I would friend them on Facebook using my personal account, then a few days later ask them to follow the Blue Light labs web design fan page.
If a client gives you a good recommendation, lead or prospect, Reward them for it. Give them a discount on services or even go as far as paying them a commission. This method works because no one forgets being rewarded it is just human nature.
Send Them Business
Whenever there is an opportunity send business their way. Start your own virtual lead trading meet up group. If you scratch their back most of the time they will scratch yours.