One of the key actions for marketing success is to communicate with your audience regularly. The objective is to be relevant and top of mind. That way, when prospects and customers need a problem solved, they call you first.

Yet, you must do more than just say that your company is alive and well, ready to take an order. Instead, it’s all about nurturing relationships and making your company indispensable.

There are great ways to creatively stay connected that add value, without annoying people. When you do it right, your prospects and customers will actually appreciate your communications. In fact, they’ll look forward to it!

Notice that I keep saying “prospects and customers” — that’s because the process of retaining existing customers has a lot in common with wooing prospects.

Here are my 5 favorite ways to make your customers and potential customers think of you first:

1. Hand written notes. This personal touch is a lost art. You’ll stand out in a very big way because 95% of your competition doesn’t do this. Use hand written notes and cards to say thanks, reply to an inquiry for information, for birthday greetings, or just to say hello and ask how things are going;
2. Surveys. People love to give their opinion. This is a great way to build two-way communication. Ask about your products or services and new features they’d like to see, gauge their attitude on industry trends, and get help finding areas where you can improve. Try to make it fun and occasionally ask about unrelated topics of interest to your audience. Promise to follow-up by sending out the results of the survey;
3. Special events and webinars. Activities that allow you to interact with prospects and customers are powerful. These can be educational — webinars reviewing of the best ways to use your products and services or industry forums where you are speaking. Try a golf outing or barbecue where prospects and your best customers socialize. If your audience is scattered around the country, get everyone to feel engaged and interact on a webinar by offering free virtual drinks after the formal presentation is over;
4. Monthly newsletter with relevant information. Make it fun, yet educational with interesting industry facts and ideas to improve the reader’s business or life. Include customer success stories and new ways to benefit from using your offering. Include a special offer for your product or service, but please, no hype! Determine if your audience prefers email or printed snail mail. And consider asking them to subscribe to your blog via a RSS feed that will alert them when the latest newsletter is available to read on your website;
5. Offer customer rewards. This works wonderfully for many types of businesses and situations. In the form of points or credits it can help attract new customers and keep your existing ones loyal. Set up a referral program that you can use to thank people. Instead of a gift catalog or gift card, tie it to your services;

Keeping in touch to stay top of mind is an essential part of any marketing strategy. It’s one of the best ways to build your business and brand. Be consistent and always make sure that your communications is centered on your audience with information and issues that could affect them or their business.

Ron Stein is the founder and President of FastPath Marketing (www.marketing-strategies-guide.com). He has more than 20 years experience in sales, marketing, and business development, working positions ranging from salesman to vice president of sales and marketing to CEO of startups with industry leaders such as Motorola, VideoServer, Paradyne, and SercoNet. Ron is a member of the advisory team at the Tampa Bay Innovation Center, a nationally recognized entrepreneurial and startup accelerator for the state of Florida. He can be reached at 727-398-1855 or Ron@FastPathMarketing.com