Chapter 17: Staying in touch
Just as social media allows us to talk to the world, there is one specific group we need to keep in contact with — our clients. In the struggle to find new clients and respond to changing markets, we often take existing customers for granted, though our existing clients are the most valuable asset we have. Various online tools, such as email newsletters, social media and websites, make it easier than ever for us to retain our precious clientele.
How a business stays in touch with clients has evolved over the years. Once we met them in the town square or village pub; then newspapers came along and we started publishing notices — if you look at a nineteenth-century newspaper you will see the front page is plastered ...
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