Blog: knowtheweb

The Importance of Keeping in Touch

November 2012 writing pad

It’s a smart retailer that understands her customers’ needs and nurtures a long term relationship by providing useful information over time.

Imagine you’re a runner preparing for your next marathon. You want to be at your best so you’ve been training hard. You also recently visited your local sporting goods store to check out merchandise you might need. You didn’t buy anything, but you signed up for their monthly newsletter.


The next week you receive an email newsletter from the company that identifies the ten most common injuries suffered by runners and discusses ways to avoid them. This is solid information you can use, plus there is no sales ‘message’ in the newsletter. What is your opinion of that company?


It’s a good possibility that you’ll think they are knowledgeable and helpful. And the next time you go shopping for sporting goods, chances are you’ll think of them.

Reaching out to customers via email or social media is not just a good thing to do, it’s also good business. 

It’s a smart retailer that understands her customers’ needs and nurtures a long term relationship by providing useful information over time. Reaching out to customers via email or social media is not just a good thing to do, it’s also good business.  


Why? With each message or newsletter, your customers get more familiar with your company, and get valuable information about things that interest them.  The result is that your business stays “top of mind,” and this makes it more likely that when they are ready to make a purchase, buyers will think of your company first.


Is it hard to do? Not really. First choose a vehicle that’s right for you. Think about your product or service and the frequency with which you’ll want to communicate. If for example, you offer a service that people are not too familiar with, you may want to choose a branded newsletter where you can explain its uses in more detail. Or, if you are selling items that change frequently, you may want to chose an informal short format such as a blog or Twitter feed by which to convey information. Whichever method you choose, make sure it delivers something of value to your readers. You can use it to educate, inform, entertain, or just make friends with your audience.

With each message or newsletter, your customers get more familiar with your company, and get valuable information about things that interest them.


Is this stuff expensive? Nope. It’s very cost-effective. If you’re Internet savvy, you may be able to set up a blog or newsletter yourself. Or, ask your web developer to help you with the initial setup by creating a professional design for your newsletter, blog, Facebook, Twitter or Pinterest pages. They can set you up with a variety of tools that make it easy to load up an email list, schedule some simple messages, and follow up as appropriate. After that, it’s up to you.


Who is this strategy best for? Any business that wants to generate more customers or more revenue. The key is that keeping in touch also lays the groundwork for your sales team to step in when it’s time to make a sale. The important thing to remember here is patience.  You’re not trying to rush customers to a sale; you’re trying to create familiarity, establish your expertise, and get people to view your company as a solution.

Image by Elisa Xyz

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