Let’s take the people who make up your marketplace and divide them into two categories: Lost and Found.
By lost I mean the ones that have never done business with you. We don’t mean lost in the sense that they don’t have “it” all together. They may know you and/or your brand, but they’ve never experienced it. Simply put, they’re not found in your database – therefore, to your business – they’re lost (not present).
And by found I mean those current, referred, and past clients, customers, or users. These guys use your websites, services, products, facilities, brands, etc. They’ve paid you or are going to be paying you.
It can be very tempting to go all in on trying to convert the lost. Proceed with caution. In a loud world that is shrinking in size daily, most of what you tweet and tell them will fall upon deaf ears. They probably aren’t looking for a new/better ____________.
On the flip slide, in a word of mouth economy, your R.O.I. on communicating often and well with the founds will not only be more affordable in the short run, but will disperse dividends a thousand times greater in the long run.
Quick musical/business thought – Dance with the one that brought you.