Early and Often

Anyone in the software space has heard the phrase "release early and often".

Many folks regard this as a high risk strategy. With complex systems, early releases can be regarded as careless and even dangerous, so most organizations tend to stay away from the idea.

On the flip side, I've yet to meet a client who didn't want an issue or enhancement addressed quickly. In fact, the happiest clients I have are the ones who believe their provider to be flexible and responsive. They seem to look past issues if they know the provider is ready to fix them quickly and efficiently when they come up.

As it happens, early and often doesn't only apply to software releases (or software in general). Think of early and often as a communication strategy.

Clients feel more engaged when you communicate with them frequently and on a personal level. No not an email that "feels" personal but on a real personal level. Pick up the phone or pen an email directly to a few clients now and again. Let them know what you're thinking, invite them to the table to discuss the future of your organization and do it often. Share your organization's thoughts with them even if they aren't completely polished, you'll be surprised how much you will learn and how little you really know about those you serve. Having conversations with your base doubtless will save you time and money (or read more properly money and money). By talking to them and presenting ideas and thoughts early, you can gauge the response and change course if necessary before wasting.... you guessed it time or money.

Doesn't sound like "traditional" marketing huh? I challenge its likely to be more effective. By communicating early and often you'll forge a sense of partnership while constantly reinforcing your brand's presence.

This strategy isn't meant to espouse carelessness or frivolity, but flexibility and relationship. Clients who feel like partners in your organization's journey are usually in it for the long haul... even if things don't always go according to plan.