The Power of Loyalty in Marketing: Start with Who You Already Know
If you’re constantly chasing new customers, you’re not alone—it’s tempting to focus on growth through acquisition. But in the race to attract new clients, many businesses overlook one of their greatest assets: their existing customers.
Nurturing your current customers isn’t just easier; it’s also more fulfilling and profitable. These are the people who already trust your brand, value your work, and are open to deepening their relationship with your business.
The numbers speak for themselves: The probability of selling to an existing customer is 60-70%, compared to just 5-20% for a brand-new customer. Existing customers are also 50% more likely to try new products and tend to spend 31% more on average than new ones who are still in the introductory and learning phase.
So, while growth and acquisition are important, refocusing on your current customers can be a game-changer for your business - both in terms of results and the relationships you build along the way.
+ The Cost of Acquiring New Customers
Studies show that attracting a new customer can cost anywhere from 5 to 25 times more than retaining an existing one. Why? Think of all the time, money and effort that goes into marketing, advertising, and nurturing someone who doesn’t yet know or trust your brand. It takes time, right?!
In contrast, your current customers already know you. You’ve done the heavy lifting by building that initial relationship, it makes so much sense to nurture it!
+ The Trust Factor
Trust is the foundation of any purchase decision. Existing customers already trust you—they’ve experienced your products or services, and you’ve proven your value. That trust makes it much easier to introduce new offers or introduce higher-value products or services and the cherry on top is that you add even more value the longer you know and understand them.
New customers, on the other hand, are still in the “getting to know you” phase, which is why it takes longer to convert them.
+ Engagement and Loyalty
When you focus on your existing customers, you’re speaking to people who already care about what you do. They’re more likely to:
Open your emails.
Engage with your social media posts.
Respond to your offers.
This loyalty translates into higher conversion rates.
Retaining loyal customers builds a stronger, more consistent revenue stream for your business.
+ Existing Customers Want to Spend More
Statistics show that existing customers are not only more likely to buy—they’re also willing to spend more. On average, they spend 31% more than new customers. They’re already invested in your brand, making them more likely to consider premium offerings, bundles or add-ons.
This is why strategies like upselling, cross-selling, or introducing new products often work better with your current audience—they already see the value in what you do.
How to Maximise Your Existing Customer Relationships
Stay Connected - Regular communication is key. Use email marketing to nurture relationships, share updates, and introduce new offers. Ensure they feel like part of your community by personalising your messaging.
Create Simple Loyalty Programs - Reward your most loyal customers with discounts, early access, or exclusive perks. Loyalty programs not only encourage repeat purchases but also make customers feel appreciated. This could be as simple as a punch card for a cafe, gifts with purchase or a points for purchase system tracked at the POS.
Ask for Feedback - Your existing customers are a goldmine of insights. Use surveys or one-on-one check-ins to learn what they love, what they need, and what you can improve. When you act on their feedback, it also strengthens trust and loyalty.
Offer Upsells and Cross-Sells - Introduce complementary products or services that add value to their existing purchase.
Deliver Exceptional Service - The simplest way to retain customers is by continuing to deliver an amazing experience. Exceed expectations, respond quickly to questions, and show them how much you value their support and loyalty.
Maximise contacts - Your loyal customers are usually happy advocates for you. Word-of-mouth marketing is incredibly powerful because it leverages the trust they’ve built with their own networks. You could use “bring a friend” type promotions to create opportunities for your community to get together and bring their friends to be part of the fun!
Focusing on your existing customers isn’t about ignoring growth—it’s about valuing the relationships you’ve already built. These are the people who already trust you, support you, and are likely to buy from you, or work with you, again. Nurturing them strengthens loyalty, increases lifetime value and creates advocates who can help spread the word about your business.
That said, nurturing your current audience should go hand in hand with attracting new customers. Growth is important, but it’s most effective when you’re also retaining and engaging the people who are already part of your journey.
The key, as always, is balance:
Value your existing clients by building loyalty and creating meaningful touch-points. Be strategic in how you attract and engage new clients, ensuring your growth is sustainable. When you prioritise both, your marketing strategy becomes stronger, your business becomes more resilient, and you build a community that supports your success long-term.
How can you show your current customers they’re valued today? And what steps can you take to strategically bring in new clients tomorrow? Finding that balance is where long-term success lies.
References:
Invesp - The probability of selling to an existing customer is 60-70%, while for a new prospect, it's 5-20%.
Harvard Business Review via Invesp - Acquiring a new customer can cost 5 to 25 times more than retaining an existing one.
Forbes - Existing customers are 50% more likely to try new products and spend 31% more than new customers.
