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Mastering the art of customer growth is the fastest way to small business success. After all, you can’t have a thriving business if no one is buying. In this article, we’ll explore how to attract more customers to your business.
Plus, small business expert Alex Miles shares his top tips on how to entice customers in. He has over a decade of experience with small business know-how himself.
How to get more customers
There is no limit to the tactics and avenues you can explore to get new customers. While you may not be able to implement all of them all of the time, it’s good to build a knowledge base of your options so you always have something fresh you can try.
1. Know your target audience
Understanding your target audience is crucial for attracting more customers. Identify who your ideal customer is, what they seek, and how you can reach them. This involves talking to happy customers, disgruntled customers, and potential customers who chose competitors over you. Understand their demographics, interests, and pain points.
Alex suggests, “Once you have a clear understanding of your target audience, you can tailor your product to meet their needs and capture their attention through the most effective channels, whether it's online advertising, direct mail, or word-of-mouth.”
2. Offer incentives and intro offers
Offering incentives and introductory offers can nudge potential customers to make a purchase. This could be a discount on the first purchase, a free gift, or a loyalty programme where customers earn rewards for repeat purchases. Refer-a-friend programmes can also be really effective.
“By offering such incentives, you not only encourage potential customers to make a purchase but also generate word-of-mouth marketing,” notes Alex Miles.
3. Always follow up with your existing customers
Keeping your existing customers happy is usually easier than acquiring new ones and provides useful insights. Follow up to ensure their satisfaction and keep them informed about exciting developments in your business. Offer them exclusivity in the form of discounts, rewards, or early information.
Alex emphasises, “Quickly addressing any issues can prevent customer loss and damage to your reputation, proving to customers that their feedback is valued.”
4. Keep an online presence and create great content
An online presence is essential as customers often research businesses online before purchasing. Ensure your website and social media accounts are high quality. Your content should be well-written, visually appealing, accurate, and helpful.
“Create a great online experience for potential customers through high-quality content and easy navigation,” advises Alex.
5. Attend in-person events to meet new clients
In today's digital age, it can be easy to forget the importance of face-to-face interactions. But they remain important. Attend community events and trade shows to make new connections, market your products or services, and learn about industry trends.
“Networking at in-person events can help you build relationships with other businesses and organisations that can refer customers to you or partner with you,” says Alex.
6. Ask for testimonials and online reviews
Testimonials and online reviews provide potential customers with real-life examples of your product or service. Positive reviews on sites like Google, TrustPilot, Facebook, and Yelp can improve your search engine ranking and attract more attention.
“To encourage testimonials and reviews, include links in your email signature or send follow-up emails after a purchase,” suggests Alex.
7. Invest in advertising and direct marketing
Advertising raises awareness and reaches a wide audience, while direct marketing targets specific individuals likely interested in your products or services. Ensure your message is clear and concise to stand out.
Alex notes, “Tailor your assets for your audience segment to maximise the impact of your direct marketing efforts.”
8. Set goals and track your progress
Setting meaningful goals for attracting more customers is essential. These goals can include customer and revenue targets, email list growth, and new customer acquisition from specific channels. Track your progress consistently and adjust your strategies as needed.
Alex advises, “Break down your goals into actionable steps. For example, if your goal is to increase your email list by 20% in three months, identify specific actions like running a social media campaign or offering a downloadable resource on your website. Write these steps down, set deadlines, and review your progress weekly to stay accountable and make adjustments as needed.”
Creative ways of attracting customers that your competitors might not have thought of
Getting creative not only saves you time and money but also gets you exposure where your competitors aren’t.
1. Partner with complementary businesses
Teaming up with complementary businesses can help you reach a broader audience and benefit from referrals. For instance, a pet store could partner with a local groomer or vet.
“If you’re unsure how to start, reach out to your local Chamber of Commerce for connections. Or find three local businesses that complement yours and propose a cross-promotion deal. This could include shared events, joint advertising, or bundled offerings." suggests Alex.
2. Bundle products
By bundling products together, you can offer customers more value for their money, which can entice them to do business with you over your competitors. Bundling products can help you clear out excess stock, which can save you money in the long run. You can also use bundling as a way to upsell customers, by offering a higher-priced bundle that includes additional items or features.
Alex says, “Create at least two product bundles that offer a discount compared to buying items separately. Promote these bundles on your website, social media, and in-store to highlight the added value. Make sure you’re clearly communicating the benefits of the bundle and price it competitively."
3. Be charitable
Giving back to the community can attract more customers. Whether through volunteering, donating, or lending a helping hand, genuine efforts show customers that you care about more than just profit.
“Getting involved in charitable organisations can expand your network and provide powerful leads for partnerships and word-of-mouth advertising,” says Alex.
4. Host community meetings - online or offline
Hosting community meetings on topics of interest to your target audience can deepen relationships with current customers and attract new ones. These can be in-person or online.
“Choose a topic relevant to your audience and avoid making it solely about your business,” advises Alex Miles.
5. Get listed in local directories
Being listed in local directories like Google My Business helps customers find your business easily. Include key information such as address, hours, contact details, and descriptions of your products or services.
Some popular local directories for small businesses include:
- Google My Business
- Yelp
- Bing Places
- Scoot
- Thomson Local
- Yell
- Foursquare
“Local directories improve visibility and accessibility for potential customers,” says Alex.
6. Trust in word of mouth
As a small business owner, you know that word of mouth is one of the most powerful marketing tools at your disposal. After all, when someone hears about a great product or service from a friend or family member, they are much more likely to check it out for themselves.
This is why it's so important to focus on providing an outstanding customer experience - if your customers are happy with what you have to offer, they will be more likely to tell others about you.
You can also incentivise customers to spread the word about your business by offering discounts or coupons for referrals. “Happy customers are your best marketers,” notes Alex.
7. Hire talented staff and invest in your team
A great product or service must be complemented by a talented team providing excellent customer service. Invest in training and development to ensure your team has the necessary tools for success.
“Happy, well-trained employees will enhance customer interactions, leading to deeper customer relationships and more referrals,” advises Alex.
8. Focus on your product or service
Instead of obsessing over competitors, focus on creating the best product or service that meets your customers’ needs. This helps you charge what you’re worth, win referrals, and build a loyal customer base.
Alex recommends, “Conduct a quarterly review of your products or services to identify areas for improvement. Gather customer feedback and use it to enhance your offerings."
The bottom line
Balancing business and customer growth is essential. Growing your business too fast without enough customers can be detrimental, while not expanding when your customer base is climbing can frustrate customers.
The Capital on Tap Business Credit Card is designed to help small businesses grow at the right pace. With credit limits up to £250,000, unlimited free 1% cashback on all purchases, and immediate access to funds for most approved applicants, Capital on Tap streamlines access to funds while providing great rewards for small business owners.
Apply now to focus on attracting more customers to your business.
This does not constitute financial advice. If you want to understand credit financing options in detail, you should speak to your financial advisor or accountant.
