I hope everyone had a nice and relaxing Memorial Day weekend, and spent it with friends and family. I also hope you took time to reflect on what this holiday is really all about: Remembering those who served our country in the military.
It's also a good time to reflect on the most important people in your business: Your customers and prospects. More specifically, how often do you keep in contact with them; and are you selling them enough of the products and services they need?
This is probably the biggest reason why people don't buy multiple times (or even once) from a business or website owner - they weren't contacted very often (or not at all) after the initial contact. This is one of the biggest mistakes in marketing strategy that a business owner can make: Not following up with a customer or prospect.
The average American sees and hears 2,000 to 3,000 marketing messages a day. It's difficult (if not impossible) for your single marketing message to get through and resonate with a prospect. It'll take time for someone to get familiar with you, your business and how you can solve their biggest problem(s).
That's why you need to have a series of follow-up e-mails or postcards ready to go after you make an initial contact with a prospect through direct mail, pay-per-click ads, or other marketing channel. And if you aren't keeping in contact with your customers, another company is.
Along with the series of follow-up messages, you need to have an overall marketing strategy (also known as a marketing funnel) that you move customers through to make an initial purchase, then more frequent (and hopefully higher-priced) purchases. Dan Kennedy is a big advocate of the marketing funnel, and I am too.
Remember to stay in touch with your customers and prospects - it's the most profitable thing a business or website owner can do.
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