Whether you’re a one-man band or multi-million-pound company, run an e-store or small local garage, the business objective is always the same – get more customers. It’s the challenge I work on every day here at Capital on Tap, so here’s what I’ve learned:
Tip 1: Define your audience 📌
“If you try to sell to everyone, then you’ll end up selling to no-one”
This is probably one of the most repeated phrases in the marketing world and it couldn’t be more true. If you want to find more customers, you need to know exactly who you are looking for. After all, it’s easier and cheaper to target a small group of people. Start by looking at your current customer base – who are they, how old are they, where do they live, what their interests or behaviours are? Then look at your competitors – who are they targeting? What customer type are they going after? Any learnings from previous advertising efforts? Define your audience first and then craft your marketing message – not the other way around!
Tip 2: Go local with the ‘Google My Business’ tool 🎯
Whether you’re running an online or offline business, the truth is that your customers are most likely to find you on the internet. Make it easy for them! One of my favourite Google features is Google My Business (GMB). It is an amazing (and totally free) marketing opportunity for small businesses. It allows you not only to appear in Google’s listing and maps but you will also be able to reply to customers’ reviews or post about promotions and upcoming sales. Simply create your free account, add all the relevant business info, opening hours, photos and you are good to go. Of course, make sure you monitor and update your GMB account regularly and engage with any customer queries!
Tip 3: Advertise online, but stay focused 🕵️
Think online advertising is too complex and expensive? It doesn’t have to be. My golden rule is: start small – small budgets, small reach, go local, and learn from there. These days you really get a wide range of options on how and what audience you want to target so you can make sure you spend your money efficiently. Google advertising (pay-per-click), Facebook, Twitter, LinkedIn, YouTube and Amazon – all have easy to use platforms that make it very easy to target your ads to the right buyers based on their location, times of the day, age group, gender etc.
Tip 4: Don’t shun email marketing 📧
You may have heard the term ‘lead collection’. Leads are nothing but potential customers, who if not now, at some point may be interested in your services or products. The most common method of lead collection is newsletter sign up from your website. Once you have your list of email addresses, you can start your own email marketing program. Keep engaged with your potential and existing customers by sharing news, product updates, promotions, sales etc. You obviously don’t want to bombard them with millions of emails but every now and then it’s worth reminding them about your brilliant company.
Tip 5: Start your own referral program 🤝
So you have a great product and some happy customers – awesome, that’s all you need to start your own referral program. Referrals are often cheaper than other forms of online advertising and less time-consuming. You simply ask your customers to recommend your products or services to their family and friends for a small incentive – a discount, money back, a small gift. Why bother? Because people are lot more likely to trust their friends than the adverts they see around. And because their friends know them better than anyone, those customers are more likely to stick around and be customers for a long time!