This popped into my head when I saw the title of this section (Marketing Basics).

Two Marketing Rules to Live By

RULE 1) It is more important to keep existing customers than try to find new one. (not that the second isn't also important)

RULE 2) Remember it's not just how much traffic you get, it's how much traffic you CONVERT.

So how do you convert traffic into customers, and then turn those customers into REPEAT customers?

Among other things, have a clear and concise selling message that focuses on the benefit and value you provide. Be better than your competition, and treat each customer like an individual, not a number. Under promise and over deliver.

hmmm.... that's it for now.
Do people agree?

I sell corkscrews*

I disagree with rule 1 - I find it a lot easier to sell to new customers than I do to existing customers (even at christmas time)

Rule 2 is not a marketing rule in general, but an "internet marketing" rule, which I also disagree with, in part. I don't have to sell a visitor a corkscrew for that visitor to be profitable - I'm thinking brand awareness and online reputation management.

Spoiler:

*I don't actually sell corkscrews, I sell web application design, development and hosting (although I get repeat hosting costs, I rarely get any new projects from existing customers. The bulk of the revenue is from new customers). I just think the corkscrew idea was pretty good at demonstrating that your rules are not hard-and-fast and that each industry needs it's own set of rules

hi Northie,
Thanks for replying to my thread. I was beginning to feel like an outcast!
You are right, there are almost always exceptions to the rule.
That said, I would hate to try to sell cork screws online. The shipping is probably more than the product, and when people need one they probably want it right away.
My guess is that is someone wanted a corkscrew, they would not go to a corkscrew store, but to a store they REPEATEDLY go to (i.e. the grocery store), and they'd get it there. See where I'm going with this?
But you are right, it depends on what you are selling... a mortuary probably doesn't get much repeat business.
PS. I like that spoiler thingie!

I did read what you wrote, but didn't know how to respond. Marketing is such a broad topic, and things marketed (including services and even things not being "sold" in the traditional sense at all) are so varied. Your "rules" were so basic, and yet, I, too, could see the exceptions too easily.

Not only can people use more corkscrews occasionally (the difference between opening your first bottle of wine, and then becoming a connoisseur), but funeral homes often get repeat business. After all, the body isn't your customer, his/her family is.

Yes, it's good to have repeat business, if you can get it. Then again, back in the day when I actually had a business (now I just "market" stories, which is also another exception to your second rule, but not your first one), given my services, repeat business was both a must-have and something that often just wasn't going to happen all the time. I typed, wrote resumes, and did DTP back in the day when everyone couldn't/wouldn't do it themselves. Typing = repeat business. Resumes are repeat business, too, however, given I had to be good enough to sell the service, the concept would be that the person hiring me, wouldn't need a new one in a number of years - if ever. (Don't ever forget though - happy customers can tell others about what you sell, if given the proper incentives.) And, yes, I did have the business info online, too. But, see the problem?

Sounds like you're selling products (or maybe services) online. Your rules would work for affiliate marketers, off the top of my head. Problem is, the vast majority of people on this site aren't into that kind of business - if we're in business at all. (Since this site includes affiliate marketing, do not confuse that with "few" are into it either.)

Of course, this site is a gold mine for those of us trying to get our sites doing something for us, but, even there, well, you'd just be surprised why some of us are here (besides dang good people on here, of course.)

Of course, I'm the exception to just about every rule on this site...or just about every where else. I have business background. I have a few websites, and yet, not only do I not understand html if my life depended on it (and I really tried to learn for a while), BUT I even have a completely different purpose for my sites then anyone else (that I've met so far.) I even got away from working on them for a while (about to plunge back in), because of my ultimate goal.

I'm a fish out of water here, yet have been so wonderfully helped by such a wide assortment of people. My sites are actually what I said - story sites. My goal is to get a series of children's books published. My sites are to generate interest even before plugging the books to agents. (Also good for generating book ideas, too. lol) The niche is so small, I have to convince an agent there are enough people interested in the concept before they believe it will sell. (Another reason to keep my head into marketing. ) Now, I hope you understand why I kept quiet. I'm not a big enough expert on any aspect of this site to pull off what Northie did. (And, keep an eye out for Northie. That guy is a major expert. He's not the only one, by a shot, too.)

You can learn so much on here. You can contribute so much on here. (How much does depend on your background, but if I can contribute occasionally, I'm sure you can more.) But think about the audience (hey, just admitted to being a writer, so might as well use the jargon. lol) I'm sure there are affiliators (just made the word up - I think.) I know there are people here making big bucks online. I'm even sure you wrote that to people who agreed 100% with you, because of whatever they do online. Only caveat - you need to know who you are writing to, and, if it is too broad of a concept for such a wide range of other people on here, you might want to hone in on who you are writing to. Include who in your subject line or in the beginning of what you write.

Now, remember, I'm actually admitting - on this site - that I can't do html, so you obviously are writing to people of a variety of skill levels in a variety of areas. It just helps, a whole lot, if we remember who the audience is. What you wrote is basic understanding for many people on here, even if it doesn't fit their niche. It was also, probably, a brand new concept to others.

In writer-speak, "know your audience," and you'll get some reaction from those people. It helps! And, no, not an outcast. If I'm not one, you can't be.

hi Lynn,
You honor me with the length of your response! Wow!
You are right, it depends on what you are "marketing" and what marketing means to you.
I was going off my understanding of the term, or, as defined by Websters:
"the process or technique of promoting, selling, and distributing a product or service"
To me marketing is getting people to act on your message, whether you are selling corkscrews or trying to get a publisher to publish your book.
And I think my two rules still apply (at least sort of):
1. It isn't just how many people hear your message, it's how many act on it (conversions)...
2. And it's probably easier to get people who already have acted on your message to act again, since you don't need to start from scratch (repeat business)...

Thanks again for your reply. You make many good points!

I've been involved in helping clients market their products for nearly 20 years. Most established businesses should be spending considerably more (as a % of their marketing budget) on their current and previous customers than they do. The dollar spent to get a new order from a prior customer, compared to the dollar spent to earn a new customer, is significant in most industries.

hi LeloPaul,
Thanks for agreeing with me! Not that there's anything wrong with those that don't.
Treat your existing customers like gold, that's what I say.
We don't sell corkscrews but we do sell portable trade show displays, and a big part of our business is repeat sales.

I don't think it's a matter of disagreeing, really. I'm old, old school. Back when "Customer is King" was known by businesses and customers alike. It was even a plaque behind some counters.

I even remember biting my tongue with a couple of less-than-desirable customers, one so off, I even scheduled time with him when hubby was home to protect myself. (Nothing happened.)

It's just, like corkscrews and resumes, repeat business isn't going to happen too often for some. And, given the main people reading my stuff are simply doing that (reading) - and writing to me that they miss my blog - well, even on a rare exception to the rule, sometimes there is no action expected.

I don't think this was about disagreeing, just that marketing is so varied - despite being the same thing - even what seems like obvious rules don't always apply to everyone. I think that's why you got no reaction quickly.

hi Lynn,
Thanks for your reply. I agree it depends on what you are marketing and what your goals are, so there are probably no hard and fast rules... but for what I do, my two rules apply.
I have to chuckle that you mentioned the old golden rule, "Customer is King." That's a rule I don't always agree with. The truth is, a few (hopefully very few) customers just aren't worth it, and the best thing you can do is send them to your competitor.

partially your both rules are correct but if you want them as marketing strategies then its difficult to accept it because traffic is always needed to be increase along with new customers.

whenever you want to market anything first you have to do market survey that is imp

I definitely agree with number 2, but I'm not sure about number 1. I think it's easier to sell to new customers as there will always be new customers out there. It's just a matter of getting your website seen by those who are interested, and maintaining that awareness as well as growing upon it.