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Marketing to new customers is an important part of running any successful business. If, like us, you're a new business, then it can be a daunting experience. Where do you even start to attract those all-important new customers? The answer? Marketing!
To put it simply, marketing boils down to how you can get your products or services in front of a buying audience by focusing on their wants and/or needs.
New Customers Need Marketing To Too!
In this modern fast-moving, technology-focussed world there is a multitude of options available to you when you're looking to market to new customers, but to do that, you must know some of the best methods for attracting and engaging with new customers to maximise your company's ability to succeed.
You can effectively reach and engage new customers with the right approach and tactics ultimately increasing your sales and revenues.
It is said that it costs 5x as much to attract a new customer as it does to keep an existing one. That assumes you have some existing ones in the first place so, in a difficult financial climate, what options are available to you to market yourself to potential new customers? Let's take a look at 5 of them.
1. Discounts, Offers and Promotions
It's hard to avoid the current economic climate, but for all the doom and gloom that we hear from the media, it still offers a fantastic opportunity to engage with new customers if done well.
With everyone looking at their finances, it's a good opportunity to give customers a way to save some money. After all, who doesn't love a good deal?
You can lure them in with introductory offers that are only available to new customers. These could take the form of:
BOGOF (Buy One Get One Free),
Buy 'x' Get 'y' Half Price,
Discount codes for your store,
Free gift wrapping (if relevant) or
Free postage on their first 3 orders.
You can, of course, tailor it to suit your own products but bargains like these can be fantastic to attract those new customers.
These incentives may be the deciding factor that finally pushes people into making that first sale, especially if they've been browsing for some time and need some help along the buyer's journey.
Once they've made their first purchase, you can start to track their purchases and the offers they redeem so you can craft your future marketing messages to firmly cement their burgeoning loyalty.
2. Utilise Online Review Sites
Online reviews and rating sites have changed the way we shop online. Consumers frequently turn to sites like TrustPilot, TrustedReviews and even Trip Advisor before they make a purchase, especially if it's a company they've not used before or are familiar with.
Whether you're working in the B2B or B2C sectors, monitoring any reviews you get on these sites, good and bad, should be a key aspect of your marketing efforts.
Use any positive reviews on your website as testimonials and link to them from your site to show they're genuine.
Whatever your business is, let people know that they can review you; send follow-up emails, add it to your website and put signs in your shop, office or restaurant. Whatever it is, encourage people to review you.
Social proof is a powerful tool for consumers so if new customers see that other people have praised your business or even you've responded well to negative comments, then they are more likely to give you a try.
3. Networking
Networking is a tried and tested method for meeting new people, building brand awareness and spreading the word about your business and works just as well even in this internet age.
Networking goes beyond just meeting with other business owners for a coffee and awkward conversation.
You can also join your relevant trade association, your local Chamber of Commerce, professional get-togethers, co-working days (great if you work alone) or even MeetUp events. A little Google search will help you find loads of opportunities to meet like-minded business owners.
It's better to approach these kinds of meetings with new people with a "how can I help you?" attitude, rather than one that projects "what's in it for me?". You might even find someone you can collaborate with on an exciting new idea!
Whilst we appreciate these kinds of meetings can be a bit awkward, especially when it feels like you're the only new person there, bear in mind that you never know where that next client, big order or new opportunity may present itself so get yourself out there!
4. Optimise Your Website
Being found online is a vital part of your online marketing efforts. Search is the primary way that new consumers, clients and other businesses are going to find you, so your website needs to be in the best position to attract visitors.
Of all the marketing channels available, a responsive, well-designed website represents around 89% of those used to reach new customers.
Make sure you keep a close eye on your search engine marketing and search engine optimisation (SEO) to make sure people can find you over your competition.
Pay close attention to things like the keywords you use, the content on the site, the loading speed of your site (both desktop and mobile) and make sure you give visitors a positive user experience to keep them coming back.
If you need any help on this, we can heartily recommend our friends at CubeSquared Digital for any SEO, web design/web development work you need.
5. Use Your Experience
However good your products are, however well your services deliver for customers, there will be no better advertisement for what you do than you!
Being able to showcase your experience, knowledge and expertise in your field can be a powerful way to attract new customers. This option works particularly well if you work in a business-to-business (B2B) setup.
You can demonstrate your experience in a number of ways. Whether you write a regular blog on your website, speak at trade events or industry conferences, volunteer to speak to community groups (particularly ones that represent your customer personas), or give online webinars/training sessions all allow you to stand out in a crowded marketplace.
Getting your face, and your business name, out there in this way can attract new customers and get you more sales from your existing client base.
Conclusion
“Forget the former things; do not dwell on the past. See, I am doing a new thing! Now it springs up; do you not perceive it? I am making a way in the wilderness and streams in the wasteland" - Isaiah 43:18-19
There's no denying that in this economy, finding any customers willing to spend can be tough, but it's hard at the best of times, but we hope that we've given you some inspiration to help you make that next sale.
Think of these as a foundation. Take them and build upon them, but if you need any more help, please get in touch with us. We'll be delighted to help.
Remember that finding those new customers is just the beginning. It's just as important to retain those customers, so they become loyal clients and return time and time again.
Less than half (44%) of companies focus on acquiring customers, and only 18% on retention. It's not hard to understand why.
The probability of selling to existing customers is between 60-70%, whilst, for a new prospect, it's somewhere between 5-20%.
There's work to be done no matter with marketing channels you use for sure, but that's why, here at P45 Consultancy, we #BelieveInSuccess and that includes yours.
What ideas have you used to find those new clients that worked well for you? Have we given you any new ideas? Did you have any chance encounters that led to a great opportunity? Let us know in the comments below. We'd love to hear about them.
While you're here, if you'd like to help support me and have gotten something from this blog, please consider buying me a virtual coffee using the link below. It might be a tall order, but I have faith in you ;-)
If you need any help with any of your marketing efforts, our team has been working in this field for over 2 decades so we have the knowledge, skills and experience to help you, not only find those new customers but retain them too. Get in touch with us using the form below and let's make a difference together.
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