If you’re looking to increase your customer base the strategies provided in this article will help you get more ideal customers. Implementing your own lead generation processes is the fastest most stable way to attract new customers every month. The importance of generating a steady stream of customers will only increase over time, as market trends and challenges change. It is vital to have a strong presence that attracts new customers like clock work.
Word of Mouth Referrals
Ideal customers often come through word of mouth referrals from existing customers. If your business has served happy customers they will have shared their journey with friends and family and will recommend your company. These customers are ideal as they are very keen on services and are essentially pre-sold and already aware of all the benefits. Word of mouth referrals are great but can be slow to build up as they work on a one to one basis. To multiply word of mouth referrals you can work on “one to many” strategies provided by online reviews.
Multiply Word of Mouth Referrals
Online reviews provide a “one to many” method to multiply word of mouth referrals. This is for the simple reason that a single online review can be read by many different people over time. Reviews can be on Google, Facebook, Trustpilot and a practice website. Reviews can be simply text based along with a star rating, or include an image for example a before and after image. Star ratings can be from one to five stars so obviously the higher the rating the better. Ratings are then averaged to provide an overall rating. The next question is how to gather reviews – the best way is to have a process which asks customers for feedback – especially customers who are highly satisfied. The best place for reviews to be posted is Google as this is where new customers will be searching, and the star rating and reviews will be seen by customers on Google search and Google Maps at the time they are searching for services.
Search marketing is the best paid advertising method to gain new customers every month. This is because search marketing targets potential customers precisely when they are looking for an a service, so they are qualified as A] interested and B] having a need. Other types of display or interruption advertising will appear in front of anyone, regardless of whether they have a need or interest in the service. Google Ads previously known as Google Adwords is the largest PPC (Pay Per Click) advertising platform and has the potential to customers when successful campaigns are built. Search marketing also includes SEO or search engine optimisation however this is extremely time consuming in general, often taking 3 – 6 months to reach page 1, and even more so for high competition sectors. It is best combined with paid search advertising which can generate new customer enquiries immediately.
Focus on the Benefits
In all your marketing, you should focus on the benefits, in particular the lifestyle benefits of your product or service. Focus on all of the different benefits and aspects.
Consider offering upsells or free or discounted extras such as related products or services.. Naturally, customers looking for a particular product or service can also be interested in or benefit from other related services or products.
Offer Comprehensive Packages
Offering clear and comprehensive packages is transparent and helpful to customers, for example a full price with no added extras.
If the cost of your products or services is high, this could be a barrier to new purchases. Offering payment plan options is a great way to make services accessible to more customers.
Social media advertising is described as interruption advertising as it is not based on customers searching for a service or information. The main platforms used by businesses are Facebook, Instagram and YouTube. The cost per lead for social media leads is lower than search pay per click advertising however the conversion rate will be considerably lower. However it is worth noting that social media is one of the motivators for wanting new services and products. Therefore a strong presence is still recommended, but this should be combined with search marketing for the best results.
The saying the money is in the follow up is very true, especially in high value purchases. A full lead generation process should include fast follow up via phone to schedule a call or appointment. SMS and email follow up can also be used to improve customer acquisition and speed, in addition to building a database of new and potential customers.
Some customers consider services as universal services that will be the same everywhere, the leading companies in a given location will differentiate. What is different at your company, how can you provide the best service? These aspects can be included in your marketing to attract more customers.
Maximize Site Referrals
Maximize the referrals you receive via local sites, in addition to industry sites and directories. Ensure your business contact details are up to date and include links to relevant content on your site.