While drafting a marketing plan for day spa, I found that my efforts were divided between targeting new customers and targeting existing customers and wondered how to prioritize. Did you know that it costs 5 to 8 times more money to get a new customer than it costs to get an existing customer to return?

If a business spends all of its time targeting new customers it may actually damage its reputation with its existing client base. It is a fact that 68% of all businesses lose clients NOT because they were dissatisfied with the product or service provided, but because the customer experienced a lack of interest from the company. They felt ignored and unimportant.

What can a business do to get current clients to come back more often and to spend more money when they do come back? That’s where the value of social media and email lists can be monetized. Your Facebook fans and your client email lists can pay huge dividends if used properly.

1. Offer promotional deals to both new and existing customers. If a business runs a Groupon promotion targeting new customers it is wise to offer a similar deal to existing clients. It’s a feel-good effort.
2. Always know your customers and what attracted them to your business from the start. Understanding their motives is half the battle in getting them back in the door.
3. Make a great first impression – a strong welcome is essential to getting off to the right start. Ask open-ended questions and listen.
4. Focus on creating a lifelong customer. Typically 20% of a business’s customer base brings in 80% of their business. Think long term and show your appreciation.
5. Be the topic of conversation – the value of going viral is what social media is all about. Don’t be afraid to do something that customers will talk about for a long time.
6.  Always strive for excellence. Keeping raising your own bar in order to stay ahead of the competition.

Fruit of the Loom’s “Fresh Gigs” Campaign wins my vote – they want all their customers to “Start Happy”. The company promised to give away 5,000 pairs of underwear to LinkedIn customers who started a new job and it was over the top. What makes the campaign such a hit?

1. 1. It’s a fun story to tell – whether you were the proud recipient of a pair of new underwear or just a bystander you have a good story to tell.
   2. They targeted a market that already has a good networking sense and will like the share the information.
   3. It’s a simple campaign with a small budget. 4. When the campaign proved to be successful it was easy to ramp it up. Fruit of the Loom upped the ante to 25,000 pairs of underwear.
   4. It’s a feel-good campaign that makes everyone happy.

Check out the video they launched promoting the program.

One of the biggest digital fashion faux pas of today is to repurpose the same content across multiple social media platforms.  If your customers follow you on more than one channel, they will quickly tire of your content and, likewise, the product or service your brand represents.

It is critical that businesses tailor all their online interaction to the personality of the audience who occupies each social space. What’s the style of each platform? Twitter is the versatile little black dress in your social wardrobe, Facebook is that eye-catching spring outfit in your social ensemble and Google+ is the dress suit that rounds out your social media collection.

This approach will not only satisfy customers on multiple levels, but it will keep them coming back for more!

I read an article this week on maximizing marketing impact and becoming an influencer either globally, nationally, or locally. The article identified twenty-five things that influential people do well.

They are small but important things and the list is good to keep in your back pocket as a reminder. Without elaborating in any great detail this was the list:

• Public Speaking – in order to spread the good word, great marketers must be able to speak in a public forum.
• Prioritizing – the ability to prioritize and accomplish the most important things is a gift that brings happiness.
• Small Talk – the ability to make small talk showcases the human side to great influencers.
• Remembering details – remembering tiny details sets influencers apart from others.
• Smiling – Wearing a smiling is half the battle.
• Persuading – When the audience trusts you they can be persuaded to do anything.
• Confidence – great influencers have confidence that they will succeed.
• Conversions – Having the ability to turn leads into sales is a great gift.
• Setting expectations – Great marketers leave no room for disappointment.
• Energizing – Influencers bring energy to the room by their mere presence.
• Body Language – influencers have charisma and body language that is open and welcoming.
• Networking – it’s important to know who’s who and to be who’s who.
• Multitasking – to be successful today one must be able to text, email, and blog in unison.
• Flexibility – being adaptable is a tool that will carry one through the ages.
• Timing – Timing is everything in marketing.
• Giving compliments – great influencers are good at making other people feel good.
• Technology – staying on top of technology shows that they are forward-thinking.
• Preparing for clients/events – A smart marketer wouldn’t go anywhere unprepared.
• Travel – Great marketers are on the move. They are will to expand their horizons.
• Reciprocating – building business is about building relationships. Givers gain!
• Kindness – everyone knows we get more with honey than vinegar.
• Balancing – They have mastered the art of balancing work and life … at least on the outside!
• Always being “on” – they are adept at putting their best face forward.
• Constructive criticism – influential people learn from their critics.
• Back Story – they have built their business from the ground up and have a compelling story.

What’s in it for me?

Everyone is jumping on the social media bandwagon but few brands have a clear vision of how to market their brand on the various platforms. Facebook is a place where people go to hang out and catch up with what their friends are doing. They don’t want to be sold but they do want to be entertained and engaged. Unless you are a commercial giant like Coca-Cola or Starbucks with a clearly established fan base, you are going to have to build a following by bringing something valuable to the conversation.

Rather than building a shrine to their business on Facebook and broadcasting about themselves – brands need to launch a discussion that engages their audience. For example, if you are a day spa, don’t just promote specials but talk about subjects that their audience is interested in such as the difference between the various types of massages, the best skin care products, or new BOTOX® uses. It can’t be all about you. While it seems to intimate it is really quite simple.

Just ask yourself two questions:

• Who do I want to like my page?
• What are they interested in?

And then you just have to be a good conversationalist.

On a final note, if you are going to go out on that proverbial limb and ask people to ”Like” your Facebook page you had better put a little skin in the game. Whether it’s a discount coupon or a glass of Prosecco – don’t send your new friends away empty-handed.

Timing and relevancy play a big role in the success of social media and every once and while a brand hits it big.  At the Grammy’s this past Sunday one brand was able to capitalize on the moment. Arby’s had their day in the sun on Twitter when the company tweeted “Hey @Pharrell, can we have our hat back?” when they noticed that Daft Punks lead singer (who won Album of the Year) was wearing a hat that resembled their logo. The fast-food chain got a nod from ADWEEK. What’s more, Pharrell gave Arby’s a leg up by later posting on Twitter “Y’all tryna start a roast beef?”

It was a win, win for Arby’s.