What 90′s Television Can Teach You About Retaining More Clients

What 90s Television Can Teach You About Retaining More Clients image seinfeld5What 90s Television Can Teach You About Retaining More Clients

I am not ashamed to tell you that we love television in our house.  In fact, gathering around the TV at 8 PM is a family ritual where we bond over quirky characters, great story lines, and memorable one-liners.

One of the best shows of all time for great one- liners was Seinfeld.  The situations the characters would find themselves in were hilarious, ridiculous, yet relatable.

Take for instance the episode where George isn’t sure if the girl he’s dating is his girlfriend. He hopes not, because he wants to date other women.

He says to Jerry, “What, I’m not married! I’m not allowed to go out with somebody else?”

In response Jerry asks him a series of questions that include whether or not spending Saturday night together is implied.  An implied date is one of the hallmarks of having a girlfriend.

It’s an interesting phenomenon that wooing clients is similar to wooing a partner.

You mind your manners, comb your hair, buy new clothes, you find their interests interesting.

But what happens once the sale closes?  Do you behave like George and lose interest?  Do you stop courting your client because, well, you don’t have to?

What 90s Television Can Teach You About Retaining More Clients image quote 1024x3045What 90s Television Can Teach You About Retaining More Clients

As you know, acquiring new customers is more costly than retaining your current clients.  Fortunately, content marketing is made to help you maintain happy healthy relationships with your customers and clients.

Simply, content marketing is where you establish yourself as a likeable authority in your field by providing valuable information to your customers and prospects.

Here are 4 content marketing tips that will help you keep the spark alive:

1.  Stay innovative. Customers will leave if they feel that you no longer have anything to offer them. So create a series of blog posts or an autoresponder series dedicated to interesting uses for your product or service.  Or create an alumni forum for graduates of your program.

2. Create a case-study or interview series.  Typically 20% of your customers generate 80% of your revenue. So why not identify your top 20% and ask if they’d like to be featured in your next newsletter series?  People love to talk about themselves; and creating an interview type case-study series will not only give you a lot of social proof that you can use to market your product or service, it will also show your current clients how much you value their business.

3. Ask them how it’s going…and listen.  That’s right, check-in with your client or customer once per quarter and ask them how it’s going, and if there’s anything you can do for them.  This is not the time for a sales pitch. The key is to be authentic and show your customers that you care.

4.  Use their questions and comments to create fresh content for your company blog. By keeping in touch with your current clients you’ll find a wealth of information that you can turn into content that will keep them coming back for more.

Time and attention will go a long way to keeping your customers happy and ensure against future revenue loss. In other words, don’t be a George Costanza.

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