By Stacy Zemon, Publisher & Chief Scribe
21st century marketing isn’t a single set of plans that you set and review at the end of the year. It’s something you need to do continually. And, if you include multiple items in your overall strategy, you’ll most likely have even better results.
I suggest using Google Analytics and Facebook to measure results and tweak your approach as necessary.
I also recommend that you have a plan for both prospects and past clients, and review them on an ongoing basis.
Marketing to Former Clients vs. Prospects
First, a former client doesn’t need to be walked through the exact same sales process as a new one. So, a past client often has a shorter sales cycle for a repeat booking. They don’t necessarily need the same type of courtship as someone who has never booked your mobile entertainment service before.
That’s why this relationship is one to definitely go after because it generally has a lower cost to market to than a new client.
A lot of DJ business owners focus so much on acquiring new clients that they don’t “pick the low hanging fruit” that are former clients.
For example, a former wedding client may hire you to entertain at her parent’s anniversary party, her husband’s 40th birthday party, or refer you for a corporate event where she works.
Another potential benefit to marketing to past clients is called “Referral Marketing.” Simply put, when satisfied with your services, former clients are often happy to provide you with testimonials or reviews about your professionalism, talent, and the quality of your service.
When used on your website and in social media, they can help you reach a wider audience via referrals. Social proof is powerful! If you can get your existing customers to talk about your DJ services as a kind of brand ambassador, this will help you in many ways.
Marketing to both prospects and former clients will help your business grow and thrive, so I suggest you implement a monthly plan that includes both.