Tips for Marketing a Product to Existing Customers

John Nicol

Many brands often focus heavily on attracting new customers, but this can be a costly strategy, especially when new customers don’t return. Marketing a product to existing customers to maintain sustainable growth is essential. By increasing purchase frequency and average order value among your current customer base, you can drive more revenue and ensure the long-term success of your business.

The Value of Existing Customers

Existing customers are your most valuable asset, particularly during off-seasons and slower shopping periods. They tend to buy more items and higher-priced products than new customers. In fact, studies show that the revenue from one repeat customer can equal that of five new customers. This makes your existing customer base a crucial factor in increasing revenue and maintaining business stability.

Do Your Research

Before you start any marketing campaign, it’s essential to gather data on your customers. Understanding your customers' purchasing behavior allows you to make informed decisions about how to promote your products. Analyze what they buy, how much they buy, and whether discounts influence their purchasing decisions. This data will help you create targeted ads that resonate with your audience.

Introduce a Loyalty Program

Loyalty programs are a proven way to foster customer loyalty and encourage repeat purchases. These programs, whether free or paid, offer exclusive benefits like rewards or discounts to members. By providing customers with incentives to return to your store, you can build stronger relationships and drive repeat business.

Create Customer Profiles for Personalization

Creating detailed customer profiles allows you to personalize your marketing efforts when marketing a product to existing customers. Personalized ads and suggestions not only enhance the user experience but also improve marketing effectiveness. Tailoring your marketing to individual customer preferences can drive engagement and generate more relevant data for future campaigns.

Run Contests & Giveaways

Contests and giveaways are an engaging way to market to existing customers while also attracting new ones. By hosting these events on social media, you can encourage customer participation, increase your brand’s reach, and ultimately boost revenue. These activities create excitement around your brand and encourage sharing, further expanding your audience.

Utilize Email Marketing

Email marketing is a powerful tool for staying connected with your existing customers. Regular follow-up emails, particularly those that include special offers or remind customers of ongoing deals, can encourage repeat purchases. Email campaigns can be automated and personalized, making them an efficient way to keep your brand top of mind.

Market Items on a Schedule

Scheduling product launches and promotions can create anticipation and encourage regular purchasing habits among your customers. When customers know when to expect new products or special deals, they’re more likely to visit your website or open your emails at those times. Consistent scheduling can help make your products a part of your customers’ routines.

Upsell and Cross-Sell

Upselling and cross-selling are effective techniques for increasing average order value. Cross-selling involves offering complementary products to items a customer is already considering, while upselling encourages customers to purchase a higher-priced item or more of a product. Implementing these strategies during checkout or through personalized email recommendations can significantly boost your sales.

Let Us Elevate Your Marketing Strategy

At Hughes&Co, our inbound marketing experts are ready to help you develop a strategic plan that drives results. Contact us today to discover the best approach for elevating your business and maximizing the value of your existing customers.