Once a year is enough, right?
I was at a networking group and brought up Nurture Marketing to a group of business owners. One person said that they communicated with their customers regularly – once a year during the holidays.
That was their complete communication plan. A card with “Happy Holidays from our family to yours” written on it. There was no mention of his products and services and no discounts written on the card. He didn’t ask for referrals or invite them in to check out the inventory. A holiday card wouldn’t have been appropriate for that.
However, if his company is only reaching out to customers, both past and present, once a year, he has no other opportunity to communicate about his business. This is why Nurture Marketing is so important.
Yes, send a card during for the holidays, birthdays and anniversaries, but do not forget to send information about your business regularly during the year. It is appropriate to send a card announcing a new product or discount, or to ask for a referral.
What are some other things you can communicate to your customers about? Any news about your industry or information they can use to evaluate or use the products or services. Seek to educate your customers without selling to them, and they will respond positively.