Why marketing is different for existing and potential customers

Marketing is all about telling people about your products and services. But what do you they want to know?

You started your business for a reason –remember what it was and incorporate it into your marketing messages.

You might have created a product because you saw a gap or need for it, or you might be an accountant who supports start-ups at a cost they can afford to help them learn finance basics to set them off on a healthy business path.

You’ll have different messages for different audiences – those audiences can be broken down quite easily into t o distinct groups isting customers and Potential customers.

Your marketing should be different to each – here’s some guidance:

Existing clients

Your marketing should be aimed at keeping them loyal to you, encouraging them to spend again or more, recommending and referring you to others.

Your marketing should remind them why they bought from you in the first place inform them of other products / services they might be interested in, offer loyalty, maybe discounts, and highlight to them why they should stay with you.

Potential customers

This group often needs more time and resource, but if you know your product/ service inside out and have identified who your target markets are, then you’re halfway there.

Potential customers need to find out what your product is, what it does, how it solves a problem they have, the outcome or benefit to them of having that problem solved (no matter how big or small).

Your marketing should NEVER trash talk your competition – go the other way and simply highlight what you do that your competitors don’t without rubbishing them.

Talk about price, what you’ll bring to them, share your company values, let them learn who you are as a company, whether there is one of you in it or 100. Build your brand, and make sure they know why they need you.

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