Set up a customer contact plan and use it to contact your customers at least six times during the year with a relevant message

A customer contact plan is a proactive 12-month plan to ensure your customers and prospects are hearing from you at least six times during the year. It's important to send customers and prospects relevant information frequently enough to keep your business or product (or yourself) top-of-mind.  That's generally at least six "touch points" (communications) a year.

Your customer contact plan should use different communication "channels" like:

  • A monthly or quarterly email newsletter - It's best if you create different versions of your email newsletter that will be most relevant to particular customer segments.  For example, one version to prospects; another to new clients/customers; another to established/loyal customers/clients.  There are lots of ways you can slice and dice your customer list to create the most relevant for each customer segment.
  • Invitations to events, seminars, webinars
  • Posts to your blog, Facebook and Twitter and LinkedIn
  • Direct mail postcards or letters
  • A personal phone call, text message, email or handwritten note

Know this:  Do not rely on social media posts as the primary way to communicate with your customers and prospects.  Why?

  • Not everyone participates in social media.
  • At least 50% of people don't check in to their Facebook, Twitter and LinkedIn accounts every day so they’ll miss the post you made.

For more information, read's How-to Guides on Creating a Customer Contact Plan and Trigger Events in Marketing.  Certain events, milestones, or seasonal activities may indicate that people are ready to buy. Identifying these "triggers" and reaching out to customers at the right time with the right message is a great way to attract new customers.

About the Author(s)

Derrith Lambka

Derrith has worked directly for, or as a marketing consultant to, several world-class brands.  She now brings her accumulated expertise and industry-insider knowledge to help small businesses do marketing better, faster and less expensively. | @derrith | More from Derrith             

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