Focus on your product loyalists. If you communicate with no one else, make sure you stay in touch with the key to your success. Do not take loyal customers for granted. They need more communication, not less — especially if the market is in a state of change. The good news about communicating with your product’s loyalists is that you don’t have to make it fancy. Just telling them that they are appreciated as a customer goes along way. Remember the old saying, “Your number one source for new business is your existing customers.”

Dedicate a portion of your marketing budget for this specific purpose – retaining your existing, loyal customers. That will allow you to target and measure the rest of you budget on converting new customers.