For the week of March 25:

Keeping in touch with your customers is essential to marketing and promoting your business, but you might wonder how much contact is too much. If you have something new to share, it’s time to contact your customers and clients. A new product or service is worth mentioning.

Maybe you’ve hired some great new employees, opened a new location or expanded your hours? If you’ve redesigned your website, published a new catalog or want to give out free samples… these are all good reasons to contact clients and customers.

Everyone processes information differently so it’s critical to know your customers’ communications preferences. Asking them is the simplest and easiest way to collect information. If your customers and clients aren’t using Facebook, then don’t spend time posting new information there.

If they use Twitter and have signed up to follow you, that’s great. Twitter is perfect for letting customers know when the cupcakes or corn bread is out of the oven or where and when your ‘pop up’ food truck will be in their neighborhood. Some clients prefer a direct mail piece, post cost or personal letter.

Keeping in touch with customers is essential to boosting sales, but do it right and don’t overdo it.

Jane Applegate is one of America's most respected small business management experts. She's the host of Tech Essentials, a new online, on demand talk show at www.myfirstserver.com. She's the author of four books, including 201 Great Ideas for Your Small Business. Applegate is an award-winning writer and producer. The Applegate Group Inc., is a multimedia production, consulting and communications company focusing exclusively on serving the entrepreneurial market. Clients include: Microsoft, Bloomberg and Cox Business. For more info visit: www.theapplegategroup.com.