Limited resources may make it a challenge to engage different marketing audiences as much as you would like. When that is the case, conventional wisdom often points to new prospects as the priority. But what about customers? Or influencers? The sales channel can also be very powerful. And what about engaging employees, per this Gallup report?
A case could be made for each; however, existing customers may offer the most leverage, best outcomes and greatest efficiency. They have chosen to interact with you, whether that is at retail, on a website, by phone or through another channel. Their potential to impact business growth is known. And, their advocacy and downright defense of brands in a socially networked marketplace are invaluable.
It is important to engage all key audiences, yes, but if forced to focus, one of the most vital conversations to engage in, thankfully, is one you are already having.
© 2013 Development Practice 360, LLC