Guest post by Karleia Steiner
Popular stories from companies such as Facebook and AirBnB have many smaller business owners believing that customer acquisition will be easy as long as they have the right product or service. While maintaining an unparalleled product is the first step in expanding a customer base, owners will also need to take a look at the following tips to keep their pool of customers growing throughout the years.
1. Content Marketing
Savvy marketers have jumped on the Content Marketing bandwagon with good reason. Content marketing is generally considered to be the most cost-effective method of getting new customers. Once you set up your social media accounts and your website is up and running, you can regularly release engaging and helpful information with blogs, white papers, and press releases to increase your company’s visibility at little to no cost.
2. The 80/20 Rule
Taken from the more general Pareto Principle, the 80/20 rule is a popular option for those who are still struggling to figure out the most effective methods of reaching their target markets. This rule states that you should spend 80% of your marketing budget on proven techniques and 20% on new techniques, tactics, or services. This method will help keep your company’s marketing and advertising fresh.
3. Give Your Customers More Control
Every company should strive to give its customers as much control as possible. Customers want to feel as if their specific and individual needs are being attended to. Actively listen to them and make a concerted effort to engage them in meaningful and personal conversations.
When you take time to actively listen to your customers, they will believe that they truly come first. To help illustrate this point, a car salesman from Detroit by the name of Joe Girard sold a staggering 18 cars in one day utilizing this strategy. Joe made sure each and every customer received his undivided attention.
4. Donate Your Time
Look for ways to donate time within your community and in your industry or profession. Instead of simply looking to close a sale, making the effort to build a sense of community around your company can provide long-term results. This is also one of the most effective ways smaller companies can network and build professional relationships.
5. Don’t Be Set In Your Ways
Finally, remember that there is no single correct answer for every company and it is your responsibility to adapt to a changing world. Flexibility within your organization is an attitude and commitment. The old adage, “If it ain’t broke, don’t fix it,” simply doesn’t work in today’s competitive business world.
Every new customer acquisition tactic should be tested and re-tested as time goes on. What worked in the first six months of opening your doors may not work during the second or third year.
Summary
Acquiring new customers for your smaller business will present a number of unique challenges. A world-class product or service will help, but you should rethink your customer acquisition strategies regularly.
Edited by Elaine Fogel
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Karleia is a freelance blogger who can be found on Google+. Contact solutionreach.com to see how you can improve your customer engagement.
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