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Remember your past clients to capture future sales
When it comes to running a business, online or offline, you will always need to focus on your past clients if you want to capture future sales. Ignoring a past client essentially means you're starting over every single day with your marketing and lead generation. You know you have people who already paid you for your service or product, so why are you ignoring them? If you're one of the businesses that are doing it right and cherishing your previous customers, then you probably don't need to read this discussion like the rest of the people on this page right now lol.
You may not get every past buyer to come in and purchase again, but if you're not trying to get them in at all then you obviously don't want to be successful. Oh wait, you do want to be successful? Then you should be doing whatever you can in order to bring your past customers back to your website in order to make a second or even a third purchase
Return customers are crucial to your success
You can definitely be successful with new leads and sales every single day, but as soon as you stop advertising, where is the money going to come from? You need to consistently promote to people who have purchased in the past because they will likely come back and buy a second or third time.
These past customers may have actually forgotten about you because of all the ads they see on Facebook or Google showing them enticing products. This means your ads should be targeting the ones who have already purchased, and that's why you should have a Facebook pixel in play on your "Thank You!" page so you can show specific ads to people who have already purchased from you and they will come back to check out your new inventory
Returning customers share their experiences more often
If a customer is coming back a second or third time to make a purchase, they probably love what you're selling, and they will tell their friends and family about your products or services. We all know how powerful recommendations can be when it comes to gaining a sale, so by getting your past customers to come back and make a purchase, you're just increasing the chances of getting those recommendations
Building trust takes time
Some people will take a chance on a small company like yours, then they could forget about you (as I mentioned above), so you need to show them you're growing day by day. The more you grow, the more trust they will have in you the next time they come across your business, and they will likely purchase again.
I like running Facebook ads and dropping my CPC until I'm getting penny clicks. Now, I likely won't profit from the people who are clicking "Like" on my Facebook pages because they tend to come from 3rd world countries that can't always afford my services, but the additional 20k likes on my page will show my previous buyers that we're growing and can be trusted more
Clients want to be loyal, so give them a reason to be
People all over the world are looking for a website or platform they can trust. This is the same reason people flood over to Amazon.com to purchase a physical product, they trust the platform and know they're protected, so they purchase more there than on a smaller platform. This isn't a killing blow to small websites and businesses, it's just a way to see why people gravitate over there and not your business. Amazon has built trust over the years and is now one of the biggest online marketplaces in the world.
If you can build up your trust slowly over time, you will notice that people will more likely come to you instead of head to Amazon or Walmart to make a purchase. You just need to give people a reason to be loyal to you, and that comes in the form of top-notch support or handing out discount whenever possible. You need to be there for the people, not the profits, and the people will start to gravitate towards you now that they're loyal
If you don't market to your past clients, you're going to quickly lose to your competitors who are, so you better start sending out retargeting ads to them and get them back on your pages. Hand out some discounts, offer incentives, give away products to select people, and do whatever you can in order to get them to come back. The more trust they have in you, the more likely they'll share your business, and that means you'll always have new sales coming in.
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