How to Stay in Touch with Clients You Lost During the Pandemic

In the past few months, as businesses have closed their doors and began to work from home, and while spending on new services has become fewer and far between, most businesses have also seen a decrease in clientele. In the early months of this pandemic, B2B sales became less of a priority, and also difficult to figure out the right approach. For many, sales has been put on the backburner as other things, like transitioning to a new work environment, have been prioritized. Just because things have been tough, does not mean that they will not get better, however. It is more important than ever to stay in touch with your customers that may have put spend on hold during this time.  Here are some easy ways to stay in touch with clients that will make a big difference in the months to come:  

Send regular “thinking of you” email newsletters  

Email newsletters have proven to be an effective way to communicate with prospects during “normal” times. They can also be a great way to stay in touch with prospects who have stopped doing business with you for the time being. A 2019 study of 1,000 small business owners, conducted by Campaign Monitor, found that “email marketing was ranked as the second most effective medium for building brand awareness.” During this time, you want to build and maintain brand awareness in the minds of your past clients, current clients and prospective clients.  

In terms of content, it has become important to address the current crisis without “overdoing” it. You are going to want to regularly check in with your clients without annoying them. It’s also crucial to differentiate your message from everyone else’s. According to the Wall Street Journal, promotional materials using the term “in these uncertain times” (you know the ones), have been repetitive and may seem insincere. Try to be transparent with your clients, maybe checking in once every two weeks, letting them know that you are ready to continue doing business when they are.  

Use social media to let your clients know what your company has been up to  

As stimulus checks from the Payment Protection Program, made their way to small businesses, many businesses have been trying to get back on their feet  — even if that means taking on strategic and innovative projects that you’ve never had the time for. Let your clients know what you’re up to! Show them that not even a global public health crisis can slow your business down. Maybe your company is dedicating more time to work on marketing projects that involve video production or maybe more time is being spent prospecting. No matter what your business is doing, your clients care. They want to see that your company is using this time wisely and that you’ll be prepared to welcome them back when a normal work life returns.  

Social media is a great way to accomplish this! Again, it is important to not overwhelm your prospects with content, but a few weekly updates will prove to be beneficial. Social media content, even if it is unrelated to the current circumstances, will serve as a reminder that your company is still doing great things. Even if your clients don’t read what you have to say, just seeing your company’s name pop up on their social media feed will prime them to remember you in the future.  

Provide promotions as an incentive for returning clients  

Everyone loves a good promotion and that statement is even more true during these trying times. Give your clients a reason to come back! According to Teapot Creative, a design and digital agency, “A special discount or reward that can be used down the road provides a personal touch and makes you the first port of call when your services are back up and running.” A promotion will make your client feel like you really care about having their business and will likely make them feel more inclined to come back once they are able to. You can tailor your promotions based on your specific services, but the promotion does not need to be substantial, either – even a small incentive will do the job!  

We can only hope that we are moving closer to resuming normal business operations, but until then, it is important to stay in touch with your past clients. Email newsletters, social media updates and promotions are a great way to do this! While there is no telling whether your clientele will look exactly the same on the other side of this pandemic, you can take these steps as a way to ensure some normalcy moving forward. MarketReach is always here to support your business as you, and we, navigate this new normal. Contact us if you are ever in need of our services, which include B2B appointment setting, prospect list management, and email newsletters! Hey, we just may have a special promotion for you too!