Retention Marketing

Contractors often fret when their leads slow down. They often become desperate, looking for anything that will generate some leads. Unfortunately, they frequently overlook one of the best sources of leads—their past customers.

While I advocate regular marketing to past customers, it is a marketing method that can be easily turned on or off. Whether it is direct mail or email, retention marketing can be used when you choose. Unlike most other forms of marketing, you have complete control over when it occurs.

There are many ways to do retention marketing: direct mail, email, and phone calls are the most common. But anything that reminds your customers of your business is effective.

Customer Retention with Email

While many painting contractors have come to the conclusion that a web site is a “must have”, few take full advantage of the opportunities that it offers. One of those opportunities is building a customer list for retention marketing.

In this context, a customer list consists of names and e-mail addresses. You can then utilize a service to stay in touch with your customers automatically, as I am doing with this e-mail.

Many contractors have concerns about doing this, such as spamming customers, what to write, and how often to contact their customers. These are legitimate concerns, but they are easily addressed.

There are numerous services available–such as Constant Contact and AWeber–that make it easy to compile a customer list. Each service provides measures that require a customer to “opt-in”, which protects you from claims of spam. In other words, the customer is giving you permission to send him e-mails.

But why would a customer want to opt-in? What benefit would he get from giving you his e-mail address? Most likely none, unless you offer him something. You must give him some reason to opt-in, and one of the most effective ways to do this is a free e-book or special report, such as this one.

A special report allows you to offer your customer something of value, while simultaneously promoting your company. If you are the only contractor in your market doing this, you will have a significant competitive advantage. And the nature of the report allows the customer to easily share it with others–it is a form of viral marketing.

But then what? Once you have started building a customer list, what do you do? The beauty of the services I mentioned above is that you can use auto-responders to automatically send e-mails at predetermined times. You can literally contact your customer list without ever lifting a finger.

For example, you can program an auto-responder to send an e-mail every 30 days. The e-mails might contain information regarding products, services your company offers, seasonal specials, etc. Once you set up the auto-responders, this all happens automatically.

It is a documented fact that customer retention is one of the most powerful and effective means for a contracting company to generate leads. And by using the available technology, you can do this with minimal effort.

In the short video below, you will see how easy it is to use email as an effective part of your customer retention marketing.

If you would like to offer your customers a Special Report, you can purchase our 5-page template, which includes a contractor comparison guide for only $2.95. The report is provided in Microsoft Word, so you can add your company logo, contact information, or other details.





Building a customer list for your painting business

While many painting contractors have come to the conclusion that a web site is a “must have”, few take full advantage of the opportunities that it offers. One of those opportunities is building a customer list for retention marketing.

In this context, a customer list consists of names and e-mail addresses. You can then utilize a service to stay in touch with your customers automatically, as I am doing with this e-mail.

Many contractors have concerns about doing this, such as spamming customers, what to write, and how often to contact their customers. These are legitimate concerns, but they are easily addressed.

There are numerous services available–such as Constant Contact and AWeber–that make it easy to compile a customer list. Try AWeber Email Marketing Risk-Free. Each service provides measures that require a customer to “opt-in”, which protects you from claims of spam. In other words, the customer is giving you permission to send him e-mails.

But why would a customer want to opt-in? What benefit would he get from giving you his e-mail address? Most likely none, unless you offer him something. You must give him some reason to opt-in, and one of the most effective ways to do this is a free e-book or special report, such as this one.

A special report allows you to offer your customer something of value, while simultaneously promoting your company. If you are the only contractor in your market doing this, you will have a significant competitive advantage. And the nature of the report allows the customer to easily share it with others–it is a form of viral marketing.

But then what? Once you have started building a customer list, what do you do? The beauty of the services I mentioned above is that you can use auto-responders to automatically send e-mails at predetermined times. You can literally contact your customer list without ever lifting a finger.

For example, you can program an auto-responder to send an e-mail every 30 days. The e-mails might contain information regarding products, services your company offers, seasonal specials, etc. Once you set up the auto-responders, this all happens automatically.

It is a documented fact that customer retention is one of the most powerful and effective means for a contracting company to generate leads. And by using the available technology, you can do this with minimal effort. Click here to learn more and even see a demonstration of the process.