Bestandskundenmarketing

Existing customer marketing as a long-term means to success
Every company is generally profit-oriented and therefore wants to increase its sales from year to year. The best way to achieve this is with an existing customer base consisting of previous consumers or companies that have purchased products or used services. The combination of acquiring new customers and looking after existing ones can be a successful mix. Companies that do not focus on the latter target group are wasting both great potential and opportunities to sell further products from their own portfolio to them, and may even lose the customer completely.

What exactly is existing customer marketing?
Existing customers are private customers or entrepreneurs/companies that have purchased from the provider more than once or have used a specific service. They are therefore part of the regular customer base and are listed in an internal CRM system. In the best case scenario, these satisfied customers recommend your company to other potential customers, who can then also be added to your regular customer base. Companies that focus on existing customer marketing can therefore usually expect steady and recurring sales.

Email marketing is not only suitable for acquiring new customers but also a successful tool for effective customer retention marketing. As an online marketing agency from Munich, we naturally offer this service to you, both in the B2C and B2B segments. From newsletter design to campaign management, we are here to support you as a reliable partner. Simply contact us, and together we will create a personalized service package tailored to your needs.

In addition to maximizing profits, the primary goal should be to maintain relationships and work toward consistent customer satisfaction. Only satisfied customers will write positive reviews, provide (free) advertising, and recommend you as a service provider both online and offline.

Advantages at a glance
Existing customers do not need to be acquired again, but they should still be courted and rewarded for their loyalty. Many companies make the mistake of focusing solely on new customer acquisition. With new customers, you must first convince potential prospects of the benefits of the offer, build trust, and suggest a value they will receive. Existing customers, on the other hand, are already convinced by the products or services and are more likely to consider trying new products or services. Existing customers should be rewarded for their loyalty to the company with things like vouchers and discounts, encouraging them to make another purchase or acquire a service. Customized email newsletters are ideal for this, as they can be designed for various discount campaigns.

B2B and B2C as target audiences
The B2B sector, in contrast to B2C, has fewer sales and advertising opportunities; it is more specialized and limited. As a result, the demand and purchasing potential is somewhat lower. In B2B, networks, connections, contacts, and, not least, reputation play a significant role. Recommendations and positive reviews are particularly important in B2B to attract new customers.

Companies often have to plan and approve investments and purchases collectively. Only then is a purchase made. Companies do not usually make spontaneous purchases, as B2C customers do. Middlemen, decision-makers, consultants, and, last but not least, good relationships often play an important role in the purchasing decision. For this reason, recommendations and reviews can determine whether or not you win a customer.

The situation is different for end consumers in the private sector. Customers in the B2C segment apply completely different standards, specifications, and criteria when it comes to either rejecting or pushing through a purchase decision. Last but not least, the price, subscription or discount models, and other incentives are the drivers for a purchase from the respective provider. In B2C, it is easier to implement advertising models appropriately and to rely on emotions, visual stimuli, and sensory perceptions. Products that smell good, look great, or sound great are more likely to be noticed by individuals and influence their purchasing decisions than is the case with B2B customers.

A successful purchasing experience also leads to good customer loyalty. Marketing in the B2C sector is just as demanding as in the B2B sector. Whether it's the B2B or B2C sector, both have their own requirements and require separate online marketing management. Feel free to read our other blog post on this topic.

Discuss with us the diverse options to optimize your customer retention marketing in various ways.