Attracting new customers can be an overwhelming task. But, if you follow this 7 step strategy, creating a healthy customer list can be much easier than you think.
The existing, or the returning, customers bring the baseline revenue for your business. And, the new customers bring in the revenue growth. So, both types of customers are equally important for any business.
Most of the business owners think that they can attract new customers by just running an ad campaign to highlight their products or services. This is true. But, the problem is the ROI of such an ad campaign is extremely low.
Here we are going to discuss how to attract new customers and how to make them returning customers for your business. 🙂
How do you bring a new customer?
- Define your ideal customer (Target market)
- Identify who you should be addressed to (Target audience)
- Start listening to the market (Customer pain points)
- Define yourself as the answer (your USPs)
- Pick the right marketing channel
- Partner with your customers
1. Define your ideal customer – The target market
Your target market is the potential users of your products. For example, if you sell quick prep baby food, your target market can be 2 to 5-year-old toddlers in the US. Defining your target market is a crucial phase of this strategy to attract new customers. Because your whole marketing campaign should revolve around your target market.
Now, remember that target is not only to attract new customers but to translate them to the returning customers too. So, if you need someone to come back and buy again from you, your products and services should be optimized for them.
2. Identify who you should be addressed to – The target audience
Now, if we go back to our previous example, if you sell baby food, obviously the babies can’t buy them. So, you should address the parents, as they make the purchasing decision.
This helps you to define the tone and content of your marketing campaign.
For example, babies don’t care about the nutrients of the food you sell. They will only care about the taste and toys they get with your meal. But, parents care about nutrients, food safety, etc.
So, while optimizing your product or service to the target market, you have to optimize your marketing campaign to the target audience.
3. Listen to the market – Customer pain points
Customer pain points are specific problems that the potential customers of your business are experiencing. Usually, their purchasing journey starts from here.
In our previous example, there can be a working mom, who doesn’t have much time to prepare meals for her toddlers. That can be her pain point.
If we take another example, there can be someone who is hypoallergenic to cosmetics. So, that is their pain point.
Likewise, every purchasing journey starts from a pain point. So, if you can define your potential customer’s pain points, you can super optimize your marketing campaign to address them.
For example, you can quickly grab the attention of our working mom by addressing her issue, rather than just highlighting the baby food.
Likewise, by directly addressing their pain points, you can gain better attention to your advertising campaign. This eases the process of attracting new customers.
4. Define yourself as the answer (your USPs)
Once you know the customer’s pain points, you can set your USPs (unique selling points) to address their pain points.
For example, 5 minute preparation time can be the USP of your quick prep kid’s meal.
By effectively conveying your USP to the busy mom, who doesn’t have time to prepare meals for her toddlers, your business can stand out from the competition and attract her as a new customer.
Once you define your USPs, you can start shouting about them with all your marketing materials. You can highlight your USPs on your ad copies, flyers, billboards and everywhere.
Rather than shouting about your solution, if you can show your customers how their lives would change after using your solution, it will be much easier for you to attract new customers.
5. Pick the right marketing channel
Have you ever seen a Rolls Royce commercial during a sitcom? No, because someone who would buy a Rolls Royce won’t be sitting around watching sitcoms.
Likewise, you have to pick the right marketing channel for your target audience. Define where do they live. Sometimes they might live on social media. Sometimes they might live on TV or the newspaper. Or, you will find them in conferences.
So, you have to find out where your customers live. Then, bring your marketing campaign to them.
6. Partner with your customers
If I may repeat our target, we are not only going to attract new customers, but we are also going to translate them to the returning customers.
This is where you need to partner with your customers. The best people to help to promote your business are your existing customers.
People have a higher tendency to make a purchase if they get a recommendation from someone they know. So, you can partner with your customers to spread your brand message among their networks.
This should be a part of your inbound marketing strategy. Keep producing happy customers, and address them on a personal level (if you can), and they will do the rest. Just let them feel that they are a part of the business.
Also, you can run referral programs and rewarding schemes for your most loyal customers. This can encourage them to get involved and promote your business to attract more customers.
7. Repeat the whole process to keep attracting new customers for your business
It is not an easy task to attract new customers in today’s cut-throat marketing competitions. But, that doesn’t mean you should give up. So, like everything else, your marketing strategies should evolve too.
Don’t take it too simple. Play it wise, and the win will be yours.
Build your marketing strategy to attract new customers, based on the points we have discussed here.
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