As a small business owner, one of the main aims of your business is to constantly attract new customers and generate revenue, all whilst staying relevant to your existing database. Even if you’ve built up a loyal core customer base, new customers are key to scaling your business for the long term.
Before you start targeting new customers it is important to identify what kind of clients you’re looking to attract and understand their buying process which can be done through buyer persona research. So, what is a ‘buyer persona’? This is a comprehensive, semi-fictional list of your customers and their traits, likes, dislikes, behaviour patterns, pain points and demographics which ultimately helps you carefully create targeted marketing campaigns to attract customers to your business.
You can model your buyer persona off market research, competitor knowledge and your current customer base, however you must be very detailed when creating your buyer persona to ensure to capture the right market.
Then, look at how much resourcing, such as time and budget, you should allocate to bringing in these new customers and finally actively engage with people in your desired target market on their preferred channels such as social media, via email or even SMS marketing.
We have identified 7 keys strategies you can employ to attract customers and watch your business grow:
- Optimise your website (SEO is key!)
These days consumers find new businesses primarily by searching online, which means your website needs to stand out to attract new customers. It is important to give your website a once-over and make sure the design, graphics, content and Search Engine Optimisation (SEO) is up to date. The best way to implement SEO is by using keywords in your content to capture the user’s attention and also increase your online presence. This will assist with your business’s search-ability and traffic to your website.
- Dabble in sponsored links, posts or ads
An amazing way to promote your business and attract more customers is through sponsored links and boosting ads on social media platforms such as Facebook and Instagram. This is a paid marketing approach but your business ads are linked to a page connected with your business and serve as a bridge. People who do not know about your products or service can see and find your business on other websites, blogs, and social networks when searching for a similar topic to yours.
Boosting Facebook ads or posts is similar where for a small payment (even $1 per day!), your post or ads will appear in people’s Facebook feeds who may not have seen your business organically when scrolling. Naturally, the more you pay the more people you reach but, with the power of social media, this is a great way to be ‘seen’ by new customers.
- Make ‘Google My Business’ your friend
‘Google My Business’ (GMB) is one of the best, free search engine tools for businesses looking to target and attract local customers as most people are searching for businesses near them. This also includes Google Maps! Ensure your business has linked its location to make finding your business easier.
Get started by:
1. Creating an account, claiming and verifying your business listing
2. Optimising your profile by adding photos, a description of your business, opening hours, business directions, contact information, social media links, your website and any other content or links that will assist customers. Be sure to always engage and respond to any Google reviews that come through.
3. Sharing offers! You can now share details on events, special offers and new products to attract new customers to your business when searching.
- Always utilise social media
You could consider strategies you might not normally use such as influencer marketing. An influencer can advertise your products or service on relevant social media channels and reach their larger audience. Given their ‘popularity’, they can spruik products and easily influence others given they are trusted, in turn, attracting more customers to learn about your brand or purchase your products or services.
Look at your buyer persona to help you choose what platform would best suit your audience with 2 platforms reaching even a larger base. And remember, it is important to post content consistently to keep your audience engaged.
- Don’t neglect your current customers
It’s not just new customers you need to consider. If your current customers are happy, this can create an avenue of brand advocacy for your business, so be mindful to check in with them and reward them accordingly. Everything old can be new again – so ensure to connect with dormant customers who haven’t done business with you in a while through an email campaign.
- Use customer reviews to your advantage
We all know social proof is powerful, so if your business gets online ‘Google’ reviews from customers, make the most of them! These reviews will help to attract new customers who are definitely more likely to give your business a try if they see others praising it. They will also increase your ranking in Google and online reputation especially if the customer is searching your business locally.
- Keep an eye on your competition
Paying attention to what your competition is doing is a natural reflex every business owner has, but knowing about your competitors doesn’t mean stealing their ideas. Gathering information on what does and doesn’t work for them will help you make more informed decisions about your own business. Look at their audience base and any campaigns and maybe test out some marketing strategies to see if it resonates with attracting a new customer type.
Thankfully, there are many ways a business can attract new customers and keep them coming back! By setting a buyer persona and then implementing some or all of the strategies listed, you can attract new customers in many ways to assist in long term growth for the business.