In this 9 Step Marketing Strategy I am going to introduce to you the best ways on how to attract more customers to your business. These methods came from the book “The 1-Page Marketing Plan” written by Allan Dib and have been used by businesses all over the world.
When building a business marketing strategy, targeting the right customers will help increase your chances of making money faster. Knowing your customers will reduce your risk of your business failing and becoming more sustainable.
This great book breaks these great marketing tips up into three phases. The before, during and after phase. Each consisting of three tips. You can download a copy of the guide by going to 1pmp.com. So lets talk about the first phase:
Before: How To Acquire new Prospects and Attract New Customers
This phase focuses on finding prospects who you don’t know and who don’t know your business. Attracting new customers can be difficult initially if you have not done this before.
1. How To Find Your Target Market
Finding your target market can be one of the most beneficial keys to success in your business. You don’t want to spend lots of time marketing to the wrong customers because you could end up spending lots of time and resources on the wrong people.
Finding your niche in a market can help define the group of customers you market to a lot easier. For example in the book they talked about photography. Being a photographer is very broad but lets say you branched off into a specific category like weddings, commercial, or family photos. Now when you reach out to customers you focus will not be as broad and that sub group of people will see you more as a specialist vs somebody who claims to do it all.
When branching out into a specific sub group of people it makes you stand out a lot more also. For example imagine a customer was looking for a photographer for their wedding. They may come across somebody’s portfolio who does photography but they have pictures of everything, but say you are a wedding photographer and they are able to see all the great wedding shots you took of other people’s weddings you will initially stand out better, increasing your chance of a customer picking you over somebody who doesn’t have as many wedding pictures to look at.
This is very beneficial as a startup because trying to reach everyone at one time is really going to be hard unless you have lots of marketing money to spend.
What you have done is created a customer who looks at you as a expert in your field. Price then begins not to matter because they already know you do good work and don’t need to compare your price with the person who does all types of photography.
Once you are able to determine your customer and who you are marketing to you will then have a better chance at constructing a message for them which we discuss in the next step of this phase.
2. Building a Message For Your Customers
Now that you have found your target market, you want to build a message that will help attract more customers to your business. When building a marketing strategy, don’t try and copy big brands or other companies just because you are in their space and you think it will work for you. It will be tough to gain a competitive advantage trying to emulate companies with millions of dollars to spend or companies with already loyal followers.
Some of the things you may want to consider when constructing your message for your customer is:
- Always try and stand out from the crowd
- Try and enter the mind of your customer and what they are searching for in your product
- Never look to just compete solely on price with your competitor
- Always look to create a compelling offer for your audience
- Create great copy text
Two elements to focus on when creating a marketing message for your audience is:
- What is the purpose of your ad?
- What does your ad focus on?
This format helps you keep focus of only having one objective in your ad. If try and combine your ad with multiple messages you start to confuse the customer. Focus on the needs and thoughts of your customer instead competing with your competitors in your ads. The more you can answer your customer’s questions the better chance you have at making a sale.
In your ads create a unique selling proposition. In the book for example they talk about how we purchase commodities at compelling prices such as coffee and water. Think about some of the products like a Starbucks or a Fiji water and the price they charger for something you can get at a way cheaper price. You see how they position themselves away from the cheaper brands even though they sell the same type of product.
Once you figure out what your target market wants you can create an irresistible offer. This can be done by targeting the pain point of what the customer is looking for and putting some good copywriting sales together to target that.
Putting all of this together will help you craft a great message for your target customers. Make sure your message, brand, and name is clear to your customers and don’t try to send more than one message at once. Keep focus and build different marketing strategies for different situations to make you message easier to understand.
Next we’ll talk about ways to take the message you created and use it to attract more customers to your business get your message to your customer.
3. Using Advertising Media to Attract More Customers To Your Business
In this last step of the Before Phase you want to take all the things gathered so far and figure out your advertising method. With advertising potentially being expensive and possibly your main driver for your brand a couple things to consider:
- Do more than just get your name out there get people to believe in the solution
- Strive for a good return on investment
- Understand the lifetime value of your customer
- Decide what social media can help your situation
- Email and postal mail can still be your best friend in today’s society
Depending on how you get your message out, the one thing you will have to lean on is consistency. Your customer response rate may vary depending on your method of communication. Some of the common ways to advertise and reach customers quickly are with email, social media, and snail mail.
Using email you have plenty of options for automating the sending of emails, but sending personal emails out to individuals can help with creating a personal relationship with customers.
Social media has many angles from facebook, Instagram, snapchat, pinterest etc. The avenue you go with will require spending money to create ad’s because social platforms make it really hard to go completely organic to gain new customers.
Snail mail although may seem more like a older way to get to customers, the book makes a good point about how sending promotions through the mail. Businesses have started to go back to this route with the hopes of somebody actually opening the mail object up. Businesses are starting to make mail stand out by using bulking and attractive looking packages that customers will want to open up and not just throw away.
when looking to attract new customers you want to make sure you stand out from the competition. Doing the same old thing will not bring any differentiating factor to you.
With advertising you never want to just rely on one method you want to test different methods and channels to attract all the customers you can. Once you find the best method, you want to attack that marketing strategy and continue to build on attracting customers to your business as much as you can. This completes the Before Phase and you will take your ideas and learn to convert your potential customers to sales in the next phase.
During: Converting your customers to Sales
After you start to attract more customers, you want to convert them into sales. These leads you have now are who you have acquired from the Before Phase. Depending on the type of product or service you are selling this can take some time. Selling something like a car or airplane is going to be a longer buying decision than somebody buy a pair of shoes.
4. Ways to Capture Leads
When you advertise and market to potential customers you don’t want to miss the opportunity of never being able to reach back out to them. So you want to figure out a way to capture customer information in some form of a database or system to help build out a future sales pipeline.
Some companies use software called crm’s to capture customer information from their website forms, social media or manual entry. CRM’s give you the ability to automate what customers you need to reach out to and getting the right message to them at the right time.
When advertising to potential customers the odds of them wanting to buy immediately are going to be slim for most. That is why a crm will capture their data for you to continue to reach out to them over a long period of time until you convert them to a customer.
When creating your ads the best advice is to not try and covert a sell immediately from your ad but to hit all the pain points a customer may have that your product can solve for them. Once you have a database of customers stored and saved you want to start nurturing them which we will talk about in the next section.
5. How to Nurture Your Leads
Think of nurturing leads like being a farmer. When you plant a seed does it immediately grow the next day? The answer to that is no and that is how sales is. When creating a marketing strategy to attract new customers, you have to go into it with the realization that you will be working those potential customers for possibly a good amount of time before you can get them to buy something.
Did you know 50% of salesman give up after the first contact with a lead if they don’t buy. You will find yourself having to keep in contact or reach out to a potential customer over 10 times before you get a customer who may be ready to buy. When looking to attract more customers to you business you want to keep these three key factors in your mind:
- Advertise with the intention of finding people by using forms, videos, free reports, etc…
- Add them to your database where you keep your customers information
- Continue to nurture them by providing value and not making a constant sales pitch.
The more you nurture and feed your plants the greater chance they have at growing. As you go through the nurture phase you want to make sure that you create a good schedule for yourself. You don’t want to find yourself taking too long to reach back out to potential customers, or reaching back out too soon becoming a pest.
Get a calendar, become a good marketer and also learn when a potential customer becomes a buy or die. Spending too much time on a die customer and not knowing they are not interested could cost you a lot of time and money.
As you start working through your database of leads you want to start converting those customers to sales which we will talk about in the next section of this phase.
6. Converting Your Leads to Sales
Can you prove you can provide enough value to turn a lead into a buying customer? This is the part of the process where you not only have to prove the value of your product but also put in a lot of gut wrenching work to do it. Getting somebody to pull out their wallet and spend money on your product while competing with other companies doing the same things brings in a lot more hurdles.
The book talks about how a famous violinist went undercover and played his instrument in a local subway and only made $32 from tips. Just a few nights earlier the same violinist was making $60,000 an hour playing at the Boston concert hall. Wanna know the only difference? Positioning.
When you put your business in the best position to show value to your customer, your customers will pay whatever it is you charge even if there is somebody down the road selling for half the price. How customers perceive you is very important.
When selling to your customers you don’t want to come off as a pest. Remember you want to come off as a person who genuinely has a product that brings value and not just looking for your next quick buck. Here are a couple things to keep in mind when talking to potential customers:
- Stand behind your product by making guarantees your are willing to stand behind like “100% money back guaranteed”
- Study the market on how you should set your price to compete don’t just rely on being the cheapest.
- Don’t offer too many options to customers they tend to get confused on what to choose.
- Resist discounting your product if you don’t have to. This can lead to losing money and trying to compete solely on price
- Allow customers to try or have samples before they buy, it helps with reassurance.
These are some things to keep in mind when you attract customers to your business and start to make sales. After this process is finished you want to start turning those customers into loyal repeat customers taking us into the last part of the marketing strategy.
After: Attracting Customers and Turning them into Loyal Fans
This is the final phase of your marketing strategy on how to attract more customers to your business. Not only do you want to sell to customers but you also want them to continue to come back and buy more and also refer your services or products to other people. This is where your business can potentially start to work for itself.
7. Building Loyal Customers
When you sell a product you are not only giving them want they want, but you want to make sure they are getting what they need.
For example let say you’re a personal trainer who sells fitness products like a treadmill. If you sell that to the customer and they never use it or lose weight they will more than likely not want to purchase something from you again because they didn’t get what they needed out of it.
Lets take that scenario again and say you sell a treadmill and then also offer 60 days of free video training with weekly follow ups on their progress. Not only are you continually following up on your customer which helped build a personal relationship with your customer, but you will also help build loyalty into your product if you are able to help your customer achieve results of losing weight or becoming more fit. Now if you were to sell more fitness products that customer would want to come back because they believe in your product and services since it satisfied their wants and needs the first time.
You want to build a world class system around your product or service because then your customers will rave about you and it will create a continued stream of loyal customers. Don’t build a business that solely relies on you having to make sales day in and day out. If the business at some point cannot operate and run at times without your intervention, then you are the business and it will be hard to scale without more of you.
8. Increasing the Lifetime Value of Your Customers
The lifetime value of a customer is hard to put a price tag on. This is where a lot of your money can be made if done right. Your current customer base can help bring a lot more value to your business in just a couple ways by:
- Raising prices to account for increased value in services or inflation. Something as small as a 10-20 percent increase can go a long way depending on your service
- Up-selling current products and services customers may not already know about
- Moving current customers to higher priced products or plans
- Keeping in touch with customers with email or text alerts on new products and sales.
- Reactivating lost customers who have not used your service in a while
These are all great ways to increase customer lifetime value and inject more money into your business without having to push for more outside sales. Don’t forget your current customer base is very valuable and you always want to continue to provide value to them.
9. Using Referrals to attract more customers to your business.
Never underestimate the power of referrals. When a customer purchases a product or service from you, there is a good chance that they know family or friends who are looking for the same thing. Leaning on your customers to bring more customers to you is a great business model to ride on.
The great thing about referrals is all the selling is done already and the approval rate will be higher since they already know somebody using the product or service you are offering.
Consider working with indirect competitors. For example lets say you’re a mechanic, you could work directly with an insurance company who deals with wrecks and once they get a call in about an accident they could refer customers to you to get the issue fixed. These type of referrals are really valuable to your customer base because you can get consistent leads from a reputable source.
Again these 9 strategies all come from the book pictured below. Don’t focus on trying to build out some huge business marketing strategy. Following all of these steps will help you attract more customers to your business. If you really want to follow along in creating a Marketing Strategy you can download the free marketing plan template by going to 1pmp.com to get your free resources today.
Whats your current strategy and what are you doing to attract more customers to your business. Reach out to us in the comments below on questions.