3 Marketing Strategies Proven to Retain Clients
There are three key marketing strategies that successful professional practices use, each of which is important for client or patient retention. Prosperous practices never lose focus of the importance of client or patient retention in their marketing efforts. If building a thriving professional practice with loyal clients is essential to you, then read on.
If you are concerned that your practice isn’t leveraging these marketing strategies, you’ll see that all three can be achieved with one program: A quality newsletter will powerfully support each of these client or patient retention marketing strategies.
Strategy #1: Develop your reputation
Is it a coincidence that the most financially successful practices also have the best reputations? Not at all.
Successful practices work hard to ensure that they are held in high regard and do well by their clients. Your reputation is a precious asset, and even if yours is solid today, you can’t simply place it on autopilot and assume this will always be the case. Instead, it’s critical that you actively work to shape how you are perceived by your community of clients and influencers.
A client newsletter for accountants, attorneys and financial planners, or a patient or professional referral newsletter for physicians, dentists and physical therapists helps maintain your excellent reputation among your loyal fans and further develops it among those who may be more lukewarm.
Out of sight is often out of mind. Advertising in your local media or sponsoring events is fine, and some practices find such activities beneficial, but a newsletter can cost-effectively reach your entire client or patient base on a regular basis. You’ll be sure that everyone receives your newsletter sufficiently frequently—generally quarterly for referral-generating newsletters, and monthly for patient or client newsletters. Even if they don’t devour every word, you’ll remind your readers that you’re the practice they can trust. By leveraging a quality client or patient newsletter, you will enhance your reputation with each and every recipient.
Strategy #2: Focus on education
Transparency is more important than ever. Your clients have high demands. They want to know that they can trust you and that you have a solid reputation. But they also want to know you care about them and have their best interests at heart.
There is a world of difference between marketing focused on the marketer and marketing focused on the client. With client-focused marketing, you ask what’s in the best interest of your client. This approach often serves to educate him or her and is another reason why newsletters are very useful tools for a practice that understands the importance of education.
Strategy #3: Communicate consistently
Consistency is important to every effective marketing program. To be successful, education and reputation-building must be ongoing efforts. Successful practices keep their name in front of their clients on a regular basis, at an appropriate frequency and in a meaningful way.
There isn’t a more effective way to communicate consistently with your patients or clients—in a way that matters to them—than with a client-focused, educational, reputation-building newsletter.
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