When marketing your business, you want to make sure you position your products or services in a way that highlights the value they will provide to your ideal potential client - or your target audience.In order to do so, you need to know what will best connect with your potential clients.
1. Ask Questions
The best way to identify what connects with your potential clients is to survey, or interview, your current or previous clients.
What initially drew them to your products or services, what questions did they have before making the decision to purchase, and how were their questions answered?
Surveying your existing clients and collecting data from their responses allows you to identify any trends in their thinking and buying habits.
Once you have identified trends/similarities between your current clientele's buying decisions, you can then create a path for potential clients to easily take them through through the different decision steps before deciding to purchase.
When you are forming a survey be sure to ask questions such as:
- What is your position within your business?
- What are your goals?
- Biggest road blocks in achieving your goals?
- What is the first place you turn to when faced with a business related question (i.e. Google, book, colleague)?
- What factors do you take into account most when making a purchase (i.e. pricing, turn around time, location, friendliness of seller)?
These questions will help you create a marketing strategy designed to attract the people who will most benefit from your products or services.
When you understand your potential clients goals, pain points, and fears, and you understand how they think and form decisions, you will not only be able to better market to them, but personally connect as well.
2. Gain Their Trust
If you are unsure about purchasing a product, paying for a service, booking a hotel, ect. what is the first thing you typically do?
Read reviews of course!
You want to see what other people, who have gone before you, have to say about the particular thing you are considering.
Even though you are reading reviews written by complete strangers, there is something comforting in knowing whether they approve or not.
Making the same information available to your potential clients will help build and acquire trust, before they even potentially speak with you.
As well, if they are trying to decide between your company and another company, your current and previous customer's reviews might be the very thing to sway them into moving forward with your business.
Along with user/customer reviews, creating content and distributing it on your website and social media platforms will help gain trust and show case your authority within your niche.
Posting blogs, vlogs, or eBooks on relevant topics that answer the questions your potential clients have will increase the assurance that you know what you are talking about, ultimately instilling more confidence in your potential clients.
As well as showcasing your knowledge within your specific field, posting content allows you to be human and share your personality/sense of humor with your readers.
If your potential clients connect with you on a personal level, they are more likely to purchase from and work with your business.
3. Show Them You Care
Speaking of being human, or relational, your ability to respond to emails, phone calls, tweets, ect. quickly will show your potential clients that you care about their needs.
Putting people off, or shoving question answering to the bottom of your to-do list is a sure way to lose potential clients.
Being apt to respond when someone reaches out to you will increase your reputation as a business that cares and is trustworthy.
Automated responses are necessary in some cases, but as often as you can, be human and respond with your own words, and make each client feel unique and important.
If you are physically unable to do so, try setting up someone underneath you who can.
Most people, as long as they get the correct information, don't care who within the company contacts them.
Someone is better than a robot.
Even if you have to send an automated email saying an actual representative will be in touch with them within a 6 hour window (or whatever is realistic for you), that is better than only automated emails.
Connecting with your potential clients is vital.
These are three simple concepts, but when implemented, are ultimately super effective.
If you are struggling to connect with your potential clients, try out these tips and see how they work for you business!