Whether you have been in business for a few years or you have just started your latest venture, finding customers is an integral part of being successful. This can feel like an overwhelming place to be because with so many people out there and so many avenues to pursue, where are you going to start? Additionally, how can small businesses with limited resources find new customers?
Even for more established businesses, customer churn and growth require new acquisition techniques over time. The question for anyone in this position remains: Where do businesses find new customers?
Work through this list to test out different techniques and see what works for your business. There is no one-size fits all solution for client acquisition because funnels are unique to all different products or services. By creating high-quality products, fostering strong relationships with existing customers, and continuing to generate relevant content online, you are increasing your chances of attracting new leads every day.
Market Research and Definition
Market research helps to define the need and prospective client base for a product or service. Business owners can begin by reading data from existing surveys and demographics reports and can extend their research to doing surveys in their desired markets. If you have online platforms or email marketing lists, these can be ideal places to start to get high quality information from previous or existing customers.
Markets and customer needs can shift over time, so this is a great moment to re-define your target audience and buyer personas.
Get Clear on Your Competition
While defining your target audience, look at what your competition is up to. Ask yourself questions, including:
We will do a deeper dive into competitive research later, but for now just take note of how your respective offers differ. This may give you some clarity on the type of information you should share, and how you can differentiate yourself from any competition.
Brag about Your Benefits
When was the last time you asked your audience to purchase your product or service? Have you recently discussed your offer in the places you market to your audience?
You are aware of the messaging and benefits of what you offer within your business. For that reason, you may be biased toward the thought that others also recognize what you sell. This is a bias error that can be extremely detrimental to your sales funnel and remarketing techniques because you forgot to get back to basics. Potential customers will not buy something if they do not fully understand it. Spend some time bragging about what you have to offer and ask for sales. Sometimes, that’s really all you need to do to wake up an audience.
Please note, that when I say brag here what I mean is that you should creatively inform an audience. You are passionate about your product (and you should be), so share what makes you special without turning off your audience by having an overblown ego.
Old blog posts or stale content can be detrimental to your domain authority and bounce rate, which can lead to decreased traffic from search engines. Content standards change, we learn and improve over time so your old content might not meet the caliber you currently expect for your work. After all, Facebook photos that seemed cool a few years ago might make you a bit embarrassed now.
To increase the quality of your online presence, take some time to clean it up and re-optimize your content. Use tools like Moz for keyword research and HubSpot to add calls to action in key places on your site.
Doing these steps can help increase the traffic to improved pages on your site and bring new potential clients to your door!
Creating key partnerships in your field and in your community can be a great way to generate new leads and increase sales. Consider services or products that complement your own, or ways that you could work with in your local area. Sponsoring an industry-leading event or creating an opportunity to exchange blogs on a different site will both attract more interest towards your business.
Consider providing funding to a local non-profit organization or planning a community fundraiser to make a difference where you live. Not only can you potentially benefit from collateral coverage in the media, but you will create a lasting impression on the people whose lives are touched by your efforts. Alternatively, creating an online giveaway with likeminded businesses can cross-promote your products to a larger audience.
Advertising in spaces that are relevant to your target audience is a key way to attract new clients. This is the suggestion that is a more direct path to increase sales, but it is also the most expensive way. If you have a very low customer acquisition cost or return on your ad investment, putting more money into an ad spend might not be worthwhile for your business.
However, Google, social media, and other PPC platforms give you control and flexibility through targeting and can help you pinpoint potential clients online.
Remarketing and Affiliates
The most valuable customer is the one you already have. Now read that again. 🔁
Remarketing and retention is extremely valuable because you are speaking directly to people who have purchased from you before, so you know they are in your ideal audience. What is important here is to demonstrate the continued benefits of your product/service to keep them from buying from someone else next time. Retention can be encouraged through email marketing, value-adding content marketing online, or top-notch customer service experiences.
Requesting reviews from past customers is extremely important as well, so make sure you always follow up with anyone who has purchased from you before.
Creating an affiliate program also gives customers an opportunity to share their experience and benefit from the sales that are generated from their reach. Affiliate programs can be as simple as offering a coupon code to the person who made the referral or providing unique affiliate links to generate a cash-back program.
Start-ups and small business owners are accustomed to wearing many hats but having a team of digital marketing experts at your disposal can be an invaluable tool (that pays for itself). At Bit-Wizards, our friendly Digital Marketing team has successfully optimized and created acquisition funnels for all our clients.
Want to learn more? Schedule a 30-minute call and we can get started with a strategy that will work for you.