how connected to your firm do they feel?
by august j. aquila
price it right: how to value accounting services
if you have any doubts about marketing’s role in retaining clients, this post is for you. i will show you how marketing plays a crucial role in retaining clients by building and maintaining strong relationships, reinforcing trust, and demonstrating ongoing value. here are seven ways in which marketing contributes to client retention:
more: is pricing a marketing function? | develop your personal marketing plan in ten steps | what makes a great website? | four strategies for building your practice | market technology services through workshops and training | service quality: the key to client retention | calculate the cost of losing clients | the secrets of great business developers | dodge the four curses of a production orientation | client acquisition never stops | ‘sales’ is not a four-letter word | three types of marketing message, and which is best | five tips for cross-selling and upselling
exclusively for pro members. log in here or 2022世界杯足球排名 today.
- communication and engagement: effective marketing ensures regular and meaningful communication with clients. it keeps them informed about the firm’s services, updates, industry trends and relevant insights. this engagement helps clients feel connected, valued and more likely to continue working with the firm.
- personalization: technology today allows professional service firms to tailor their messages and offerings to individual client needs. by understanding client preferences, challenges and goals, marketing efforts can be customized to address their specific requirements. this personalization enhances client satisfaction and loyalty.
- thought leadership and expertise: by showcasing the firm’s expertise and thought leadership through content marketing, publications, speaking engagements and industry events, marketing establishes the firm as a trusted advisor. clients value working with firms that are knowledgeable, experienced and at the forefront of industry trends. they want to be sure that you know what you are doing.
- client education: marketing can play a role in educating clients about the value and benefits of the firm’s services. it helps clients understand how the firm’s solutions can address their pain points, improve their operations and contribute to their success. educated clients are more likely to recognize the value of the firm and remain loyal.
- client feedback and satisfaction measurement: marketing facilitates feedback mechanisms such as surveys, reviews and testimonials. by actively seeking and acting upon client feedback, firms can identify areas for improvement, address concerns and enhance the client experience. regular satisfaction measurement helps firms gauge client sentiment and proactively address any issues to maintain high levels of satisfaction.
- relationship building: marketing initiatives like client appreciation events, networking opportunities and personalized interactions foster relationship building. by providing avenues for clients to interact with firm partners, professionals and other clients, marketing can help strengthen bonds, create a sense of community and deepen client loyalty.
- upselling and cross-selling: marketing strategies can promote additional services and offerings to existing clients, encouraging them to expand their engagement with the firm. by highlighting the value and benefits of complementary services, cross-selling and upselling efforts can help clients realize the full range of the firm’s capabilities, resulting in increased client retention.
if you ever doubt the value of marketing in your firm, remember that marketing plays a vital role in nurturing client relationships, demonstrating expertise, delivering value and fostering loyalty. by focusing on client needs and maintaining open lines of communication, marketing efforts can contribute significantly to client retention and long-term success.
if you’re not marketing, you are losing clients as well as not gaining all the clients you should.