Whether you’ve been in business for a few months or a few decades, you know the lifeblood of any organization is getting new customers through your door. How do you draw in those customers? What are the best practices to ensure you are attracting the “right” type of clients?
The answer? Be where your customers are looking. These days, the internet is the go-to source for information about a business. 97% of people go online to research products and services in their area! Are you being found? Is your web presence driving the business it could be?
To start, we need to define who the “right” type of client is. In short, an ideal customer is one that has a need, believes in your product or service, and understands the value of your solution. A win-win.
Now you need to make sure you’re providing those potential customers with the details they need about your business to decide you’re the right choice.
Here are five key pieces you can focus on to stand out from your competition:
- Process (Be Found)
- Create and implement a repeatable process – What are prospective customers searching for
- Use those keywords in your SEO and SEM campaigns so your name comes up when they’re searching for your services
- Use keywords people would search for, not industry jargon, to help local customers find you
- Educate (Be Informative)
- Come across as a trusted industry thought leader by educating your audience.
- Make sure key information is right up front on your website.
- Provide helpful tips and details on your social media channels.
- Share an industry-related update instead of offering a sales promotion to build trust and engagement.
- Transparency (Be Honest)
- Being upfront and honest is critical – Never put misleading or false information on your website!
- Provide as much measurable data possible
- Don’t make guarantees you can’t deliver on. It’s better to be upfront about your capabilities than disappoint your client down the road.
- Measuring ROI (Return on Investment)
- Demonstrate that your product or service will either earn your client new business or allow them to run more efficiently
- Show potential clients the reviews and testimonials of your many satisfied customers
- Maintain your reputation through good relationships on sites like Yelp and Google+ Local pages.
- Promote Your Business
- You have opened your business, which only 1 in 31 Americans have done – be proud of that!
- Use display advertising and retargeting to get in front of prospective customers and bring them around to your door!
- With consistent branding and well-placed messaging, you can stay top of mind for customers considering your services.
In order to gain consumers’ business, trust needs to be earned, and that does not happen immediately. It requires establishing commonality, maintaining your brand, and being yourself.
Your first step in acquiring new customers is being found by the people who are looking for your products. For those that have a need or interest, they’ll pursue your business as long as you appear trustworthy, provide honest and thorough information, and are established. Providing consistent value is paramount to establishing and maintaining a long-term business partnership.
Your business will always rely on people that have a need for your service or product. The level of competition has never been higher and you as a business owner are obligated to stand out to survive. Make sure your online presence is up to the task!
