Lead generation is extremely important, and eNewsletters offer many powerful ways to create those qualified leads. But retaining your current B2B customers is just as important — and can be much more of a challenge.

To maintain your loyal customers’ interest, you’ll need a finessed approach that takes into account where your clients are at every step of their involvement with your company. Your content should not be aimed at just selling, but designed to engage customers through continuous involvement  with your company.

Certainly, you want to help them see how your solution can solve their original problem. But once they’ve moved on and are looking at ways to grow and expand their own business, you want them to come back to learn how your products and services can help. To do this, it’s important to transition away from writing only about the benefits of your products and services and offer useful information that has lasting value for your customers.

In addition to providing high-value information that they can use — whether they are actively purchasing from you or not — be sure to make all your interactions with them valuable and memorable.

• Over-deliver.  Make sure you’re meeting your customer’s expectations, and then go the extra mile. That helps ensure that you keep your word — and customers will remember for a long time how you went out of your way to help them.
• Reward customer loyalty. It’s important to let customers know how much their continued business means to you, so it’s a great idea to set up a formal rewards program. What that looks like — a holiday gift, a promotional item, a special discount — is up to you.
• Build community. Ask your existing customers for feedback, share their success stories, and take real action to fix failures. Customers who feel that they have a voice and believe that you will listen to their grievances are more likely to remain loyal to your business.

New leads are important, but ignore relationships with current customers at your peril. They might get tired of your constant “selling” and go to your competitor!