How to Reach New Customers
No matter what your business, finding new customers is a necessity to keep your business growing. Your service or product may not be for everyone. So how do you reach those that may not be in your target market right now, but maybe in the future?
Research, Research, Research
Using your website or social media analytics tools, you should be able to see the visitor demographics. This should indicate who is not reaching out to you. For example. if you are an estate planner or retirement specialist, you may not be reaching 25-year-olds. This is a missed opportunity worth pursuing since many of these younger workers just entering the workforce may be interested in long term retirement plans or they may be looking for information for their parents.
So. how do you find these groups that appear uninterested at first?
Find out why certain groups are not interested in what you do
Determine if the non-interest is a result of a lack of knowledge about what you provide
Check out what your competitors are doing to attract these new audiences
Consider sending out a survey to a sample audience and get as much information as you can: their likes and dislikes, what social media platform are they on, where they live, where they work, etc.
Change Your Marketing Message
When it becomes evident that the marketing you were using is not reaching these other groups, it is time to change it up. If you are trying to reach a younger demographic, try a little humor. Trying to reach health-conscious folks? Try using appropriate colors like green or natural elements in your advertising. Try to reach a normally-skeptical group? Use authoritative and professional colors like blue or gray and clearly state your experience and success in helping others out with a similar problem.
With COVID, marketing took a huge left turn. Does your current marketing reflect the changes your business took to ensure your customers will be comfortable? How will your marketing change again once COVID is less of a concern?
Offer Something That No One Else Does
Offering something unique and intriguing will get your business noticed. Find that one thing that no one is doing right now. This is known as inbound marketing and it is one of the most successful ways to attract new customers. Inbound marketing is meant to form connections by offering solutions for known problems.
A few ideas:
A discount for new customers
A Free download of information that is not easy to find
Product or service samples
Discounts on bundles
Educate Your Potential Customers
It is very possible that your marketing viewers are not even aware that they need your service or product. They may be unsure whether or not they even want or need the product/service you’re offering, or even if they want to buy from your company. This is when it is important to create reasons why someone might need you.
Here is an example: a family is planning a trip to Disney World next year and believe they will just book the flights, find a hotel, and buy tickets when they get there. You can advertise the huge discounts available by buying a bundle through your travel agency, thereby offering a savings they did not even know existed.
One-Stop Shopping
Perhaps you offer a complete range of services, thereby saving your customers the hassle of trying to coordinate between several companies. Highlighting this unique service can set you apart from the rest and attract those looking to simplify their lives.
Avoid Advertising Jargon
No one likes to be sold on things they do not need. Unfortunately, tacky advertising jargon often gives that first impression, and potential customers are turned off before they even fully understand what you are offering. A few suggestions for keeping your advertising positive:
Keep your content and design up-to-date
Use language that is inviting, confident, and educated; avoid sounding arrogant or abrasive
Avoid tacky messaging that puts down competitors
When using humor, consider your target market and ensure it is appropriate
Highlight what makes you stand out from the rest, but say it in a way that makes you look like the hero
A Little Appreciation Goes a Long Way
The best next thing to having happy customers is having happy customers who are willing to promote you. Here are some ways to encourage that behavior:
Promote their businesses on social media whenever possible
Offer a referral reward
Create exclusive content only for your clients
Consider donating to special causes favored by your customers
Offer free Q&A sessions
Hold fan-appreciation virtual or in-person events
Feature fan photos, videos or other ways to showcase their love of using your product or service
Be Everywhere
Familiarity breeds trust. By having your brand visible in many outlets, potentials will start to associate their needs to solve a specific problem with your business. If you only have a Facebook page, you are missing out on a large segment of the population. Here are the minimum places you should have a presence:
A professional website: the effort you take in having a clean, clear website reflects on the service or product you will provide. If you do spend the time or money on a professional website, it is a clear indication to others that you do not care about appearance and details.
Ensure your ratings are easy to find on your website, Google, and other review sites.
Use all appropriate social media outlets and keep them updated. Here’s who to use and why:
LinkedIn - if you are a business, you should be on LinkedIn. If you offer B2B services, this is one of the best places to advertise.
Facebook - Every business should have a Facebook business page. Facebook is the favorite for the 40 to 70 year-old-demographic and among community groups.
Instagram - Excellent platform for image-specific products or services. Instagram is a favorite for those under 40.
TikTok - TikTok’s advertising platform has one of the largest viewing pools. If your product or service can be advertised in a quick, amusing video, consider using TikTok.
Youtube -If you can deliver well-made how-to videos promoting your products or services, YouTube is a gold mine having the most viewers of any platform.
Overwhelmed?
You are not alone. Marketing your company can be a full-time job on top of the business you are already in. The best way to approach business marketing is in stages starting with a well-thought-out plan. Start with the basics and do them well before moving on to the next step. Even if you are on a budget (and what small business isn’t?), it can save you money in the long run by hiring an expert who can get your marketing going in a fraction of the time it takes you to research and make many failed attempts.
Please feel free to reach out to me at Charlotte’s Web Designs, LLC. CWD provides full marketing services starting with professional SEO-friendly website design (see our current client site here) and integrating a professional marketing plan to start reaching more customers from day one.
Already have a working website and partial marketing plan? Please contact me for a free website/SEO audit to see how it is performing.
