When you get caught running your business on a daily basis, it’s easy to become focused on operational deadlines. Handling customer paperwork, monthly reports, employee meetings, and vendor telephone calls can dominate your time. It’s easier to have success and to generate profits by selling products to your existing customers, and a lot of business owners focus the majority of their marketing efforts there because they enjoy those activities. However, customer acquisition is critical to the long-term success of your business.
No matter how loyal your customers are today, eventually they won’t be your customers. It is critical to add new customers every month, to increase your business and also maintain it.
In the last planning step, you listed your customer acquisition goals for each of your programs. Now, you need to outline the marketing work for the year to generate those customers. For each month, map out customer acquisition offers, events, and marketing campaigns.
Consider if there are new marketing lists you can use for direct mail campaigns, joint venture partners, or new offers to try. The key is to make sure you continue your customer acquisition efforts throughout the entire year.