Retention Marketing

Retention Marketing & Customer Loyalty

Everyone knows repeat business is a good thing, but are you putting as much effort into it as you are into gaining new business?  Shifting your focus to retention marketing might be more profitable than you realize.


We often think of “acquisition” of as the end of the sales funnel and therefore the main goal of marketing. Yet it’s actually much easier to sell to customers you already have a relationship with. Additionally, marketing to existing customers costs less and has a higher ROI!

Loyal customers are also the most trusted (and free) source of advertising!  If someone has a great experience with a business, they’re likely to share it.  They’re probably going to tell friends and family, post on social media or might leave a good review.

increase customer retention by 5% and increase profits by 25-95% with Retention Marketing


Marketing cannot be thought of as just branding and advertising. Especially in retention marketing, you need to put thought into every interaction a customer has with your business.  Take every opportunity to impress them and provide the best customer service possible.

  1. Use a CRM.
  2. Prioritize retention marketing over acquisition strategies.
  3. Budget for retention marketing.
  4. Measure customer value.
  5. Focus on service.
  6. Send frequent communications
  7. Interact on social media.
  8. Turn complaints into opportunities.
  9. Start a frequent shopper program.
  10. Host an event.
Probability of Selling to New vs Existing Customer - chart showing 5-20% chance of selling to new customer, 60-70% chance of selling to an existing customer

If we have one advantage as small business owners, it’s being able to connect with our customers on a personal level.  We can be involved in nearly every level of customer interaction and make a lasting impression. Big corporations don’t have that benefit and customers can feel that disconnect.

At the end of the day, if you work hard enough to deserve the business and your customers can see that you care, you will reap the rewards.  If customers can’t see that you care, neither will they.

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