When trainers, consultants, and professional coaches set up or maintain an online marketing campaign, prospects are typically the focus. This makes sense as marketing to prospects is the most direct way of generating new business. Unfortunately this focus often blinds trainers, consultants, and professional coaches to another, likely more valuable, group; their clients. Including communications and exclusive offers to clients within an online marketing campaign is a good way to increase client loyalty and generate referral business.
Usually if clients are factored in to online communications it’s in the form of a client newsletter. While a newsletter can be valuable, it’s just one channel of potential bonuses that can be offered to clients. Some added options might be:
- Client Portal on the Web – Do you have a client only section? This could be a portal on the website or an exclusive group within your social media.
- Client Offers – These offers could be free access to paid events, early access to whitepapers or reports, or discounts on materials. Making the communication exclusive goes a long way toward making the offer credible. For instance, sending a special email offer works, putting the offer on a public site or social media page doesn’t.
- Online Supported Referrals – Referrals are a key factor for trainers, consultants, and professional coaches to generate new business. Having an online referral form process in a client portal or sending a list of hot prospects you’d like to be introduced to can be a good prompt to getting clients in the mindset of providing introductions.
This is a small sampling but are pieces often overlooked by trainers, consultants, and professional coaches. A client marketing plan can have two major benefits if done well. It will produce warm prospects while strengthening the bond to your client base.