As a business owner, you know the drill. You’re always on the lookout for new business. Your marketing is geared toward attracting new customers, your sales team is always looking for more leads, but are you overlooking your most valuable business prospects? … your existing customers!

By focusing on your current customers and working to retain and upsell, you can boost your business as much as signing a new client for less cost per sale. Here are some marketing ideas to keep your existing customers, and increase your sales cost-effectively.

• Engage With Them – Social media creates a great opportunity for conversation and a great place to listen to what your customers are saying. You’ll gain insight into how your brand is perceived and new ways to meet your customer’s needs. When customers reach out, be sure to respond promptly!

• Develop Relevant, Informative Content – You know your customers, understand their needs and provide solutions to address those needs. Create content to help them solve problems, answer their questions and help them do what they do, better. Share content on your website, blog, offer premium content, email newsletters, especially on social media.

• Create a Customer Loyalty Program – New customers often get a deal to entice them to try a product or service. Give your existing customers benefits for continuing your relationship. Communicate through colorful direct mail pieces, personalized email, or on social groups.

• Make it Personal – Whenever possible meet with your customers face-to-face to help develop your personal relationship. Something as simple as a cup of coffee with a loyal customer to touch base can make a difference.

• Thank Them For Their Loyalty – Celebrate your best customers. Whether it’s a golf day, a dinner party, or a two-day seminar getaway, a special event to thank your best customers can make them feel special and when you treat them like the V.I.P.s they are, you’ll build brand loyalty and strong relationships.

While every business needs to have new customers at various points in the sales funnel, don’t overlook your existing customers as a way to grow your business. You’ll spend less time and money than bringing on new clients.