One thing every business needs is customers. Once you've gone through the difficult work of actually getting customers, the last thing you want to do is lose them. That's where customer retention comes in.

It costs a lot more to acquire new customers than it does to generate new business from existing ones. One of the best ways to generate more business from them is by turning your inbound marketing efforts inward towards existing customers. Here's how you can do just that:

1. Create Content They Care About

If you're following the inbound marketing playbook, then you're already blogging on a pretty consistent basis. One of the most useful things you do is to write articles that you know will be relevant to them. If it's a problem they're facing, then it's likely that other people are having it as well. Also, it helps to keep you in their minds as an expert in the field and someone who can provide value to their organization.

2. Design Offers to Introduce Them to New Products or Services

When you're creating an offer for your business, why not make it something that your current customers might be interested in? They're more likely to try it and have already shown a willingness to do business with you. Free trials can make this an even easier proposition, and since you already know your customer, you can highlight how it will really benefit their business.

3. Email Existing Customers with Special Offers

Your customers deserve a little extra for being your customers, right? Sometimes it can be good to create special offers just for existing customers. Give them a discount or a special trial of something new that you're offering. Existing customers drive referrals, so treating them extra special can have lots of great benefits.

By using your inbound marketing practices to retain customers, you can turn them into your strongest advocates. Treat them special and give them offers that show that you're paying attention to them, and you can end up keeping customers around for a long time.