Recently I was looking for a new doctor, and the one I chose wasn’t accepting any more new patients. When I mentioned that it was her husband (also a doctor) who had referred me to her, she was kind enough to bend the rules and let me make an appointment to see her.
This prompted me to think about other businesses that might be in the same situation; they have as much business as they can handle, and really don’t want to be out recruiting more. At this time of year, tax accountants come to mind as well as any business where the number of clients per service provider is maxed out.
Businesses such as my doctor’s are in the enviable position of having such a great reputation that they get constant word-of-mouth referrals and don’t really need to advertise or spend money marketing their business.
Or do they?
3 Top Reasons You Still Need to be Marketing Your Business
- The most obvious reason is that customers leave. They move away (and, sadly, they pass away), get stolen by your competition or they fall out of love with you and find someone new to provide the services you’ve been providing. If your biggest customer suddenly left you, how long would it take to replace that income? Keeping your brand active and visible will make it easier to deal with customer loss.
- Your current customers need to be reminded of your awesomeness and why they want to keep paying you for service. Don’t neglect them. Staying in touch with special offers, loyalty rewards, appointment reminders and incentives is critical when it comes to customer retention.
- Customer service is moving to social media, whether we like it or not. You need to keep up an active and engaging social media presence and you need to be closely monitoring your reputation online to address complaints and questions as they happen. Just one disgruntled customer could launch a negative campaign online that could cause your phone to stop ringing. Feedback from social media can help you spot areas where your business has room for improvement before things blow up.
7 Recommendations for Keeping Your Appointment Book Full
- Keep your website up to date. Don’t allow old, outdated information to stay on there.
- No matter what kind of business you have, make sure your website is mobile-friendly.
- Add fresh, new relevant content to your website on a regular basis. A blog is a good way to show that you are a subject matter expert.
- If you’re not using some type of Customer Relationship Manager (CRM), you might be missing opportunities to engage with and keep your customers.
- Pay close attention to social media and reputation monitoring.
- Make sure your online listings are all up to date and consistent with your address and contact info.
- Keep up a maintenance level of brand awareness for your business by doing some display, online and print advertising.