Retention activities:
Essential or optional?
At C i Marketing, we refer to ourselves as relationship marketers and are firm believers that taking the time to build and maintain client relationships leads to success for everyone involved.
Retention activities are vital because they focus on strengthening relationships with existing clients, which is often more profitable, sustainable and significantly easier than constantly chasing new ones. By nurturing these relationships, businesses can build trust, enhance customer satisfaction, and generate valuable referrals.
Why we
prioritise retention
activities
A key part of our own marketing strategy involves retention activities and the example below perfectly highlights why they are such an important part of our marketing mix. And if you can’t wait to get started yourself, we have included a handy list of retention activities to try!
Last year, we built an awesome new website for a client, tailored to their specific needs and designed to enhance their online presence. A couple of months later, they received our next newsletter which acted as a great reminder that there were several other ways we could help them optimise their marketing efforts. They reached out to chat about their options and signed up for a 12-month Google Ads subscription. This seamless transition from one service to another is ‘marketing gold’ in our minds and perfectly highlights the value of staying engaged with clients and reminding them how we can support their long-term growth.
So, why was this of value to us as a marketing activity?
1. Cost-effectiveness
Retaining existing clients is significantly more cost-effective than constantly chasing new ones. Getting new customers requires lots of internal resourcing time and advertising spend. In contrast, by nurturing strong relationships with our existing clients through consistent communication and actions that deliver results, leads to repeat business without the high costs. The long-term financial benefits of retention activities make them a key part of our marketing strategy.
Our client's smooth transition from website development to an ongoing Ad subscription highlights how our ongoing engagement lead to further opportunities without impacting our bottom line.
2. Trust and loyalty
By consistently delivering value through newsletters and focusing on open communication, we built trust and loyalty. Establishing great relationships with clients ensures that they see us as more than just another service provider, we become a trusted partner or even another arm of their business. When our clients feel valued and understood, they are more likely to keep us on speed dial vs jumping over to a competitor. Our commitment to regular updates, industry insights, and personalised recommendations reassures clients that they are in good hands and creates ongoing loyalty.
3. Long-term growth
Our retention activities lay the groundwork for sustainable growth. Investing in our existing clients means they stay happy, loyalty is built over time and they become enthusiastic advocates for our brand. Repeat business and referrals help us grow and expand. By sending out a newsletter that aimed to keep clients engaged and informed, we created an almost immediate win and set the stage for a long-term partnership. This proactive approach not only strengthened our relationship with the client but also opened the door for future collaborations and continued business success.
So, in Conclusion…
Retention activities are more than just a ‘good to do’, they are an essential long-term investment in business stability and growth. By focusing on existing clients, businesses can build trust, encourage loyalty, and establish a solid foundation for sustainable success. A well-executed retention strategy not only maximises client value but also reduces the ongoing costs of acquiring new customers.
If you’re not already doing retention activities as part of your marketing strategy, now is the time to start. Strengthening relationships, maintaining engagement, and demonstrating continued value will ensure that clients stay loyal, satisfied, and invested in your business for the long haul. If you are keen to find out what sort of retention activities could work for your business, click on “Get the List!” download button to get started!