While not everyone who visits your business is actually your customer it's likely a good number of them are. Those are the customers you want to return. The other smaller group will naturally fall off the grid. Leaving the more important group to concentrate on your marketing on.

First…

Know who your customers are.

Know who they aren't. For instance, you sell infant and baby clothing and gear. Teenagers (unless pregnant) won't be your best, returning customers. However if you're selling hot, cutting-edge clothing and shoes in unique or dramatic colors, teenagers could be your best customers.

Your customer base may contain a variety of groups. For instance, seniors likely have grandchildren; buy infant and baby clothing or gear as gifts. Women in their 40-50's are still having children these days. People, in a variety of ages, are adopting children. In short, it's not just the younger mother-to-be you should appeal to.

Once you know your customer base concentrate on that group. Don't waste money sending flyers and expensive catalogs to those who haven't purchased in at least 1 year. Instead, send a note on the 8th month asking if they want to continue receiving info. Include a self addressed, stamped card they return with the answer. Then begin purging your list.

1. Run short term specials. These aren't full blown sales, but simple short term specials. Where you'll take one to a half dozen items and run a 2-4 day "special" sale. This not only allows you to bring in both old and new customers, but clean up your inventory.

2. Piggyback on current hot topics, trend, events. This can be almost anything in the news or on the Internet that may, in some way, be used to relate to your business. For example - "Tax Savings Day", "Shop Early Summer Scorcher Days", "Olympics Celebration Days".

3. Hold a contest or ask for customer input. Keep customers regularly interacting with your business. Hold a contest; one which moves in stages works best. So it runs for a month or two. Plan for several winners; have great prizes. Do some marketing building up to the contest. Or, ask for customer input: best hours or days open; simple changes you're making; ask "how are we doing", for suggestions, for instance.

4. Send out a newsletter. Customers who shop regularly, or even semi-regularly, want to hear from you. So sending a simple newsletter, keeping them up to date, advertising special items, info on upcoming sales, including a simple article or two related to products you sell is plenty to keep them interested. Also include hours open and your phone and/or FAX number.

5. Have a Website. In today's unique economy a website is a must-have. Customers unable to visit your bricks and mortar biz on a regular basis are likely to visit your website. Include info about new stock, sales, upcoming functions. Have a simple video showing them something new or a how-to video. Be sure to have products to buy on your site. And Paypal or other appropriate way to pay. Very importantly, add something regularly to keep customers returning.

6. Capture emails when customers buy. This allows you to send regular messages to customers. Including info about a sale, new products, changes, for example. To send them a monthly ezine or newsletter.

7. Send out postcards every 90-120 days. Postcards are one of the most effective and inexpensive ways to bring in new sales. A postcard need not just be for a sale, it can be an announcement, info about a new product or products. Your postcard must have a "call to action". In otherwords, it must have something a customer is required to do.

Jean L. Serio has 25 years experience successfully developing and marketing small businesses. A certified marketing coach and certified search engine marketing professional, Jean helps local and small businesses create best marketing,search engine and social media strategies to boost sales, profits and build greater visibility of their Internet and Local business.

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