Attracting Customers Starts with Focus
Let’s face it, most consumers aren’t actively looking for your company’s name. More often than not, they’re looking for a solution that satisfies a particular need they have, and will discover you either by accident or because you have a great strategy in place that attracts new website visitors.
Getting Started with Your Attract Strategy
Attract is the first phase in the Lifecycle Marketing model, which is comprised of three key stages:
Knowing Your Target
Know your Target Market
As an entrepreneur, you have big dreams. You want the entire world to know your products and services are available to everyone who has dollars to spend. Sometimes you want success so badly that you spend huge sums of money trying to attract the world to your products and services, only to find that you’ve overspent your budgets without adding any new customers.
Attempting to reach everybody with your product or service is not only inefficient, it’s also very expensive. Nobody can afford to target everybody. That’s why it’s important to narrowly define your target customer, and focus your marketing dollars on the market that is more likely to buy from you than other markets. You can clearly define your target market by taking a look at your current customer base, evaluating why they buy from you, and grouping them based on similar interests. Don’t be afraid to get specific!
Once you identify your target customers, you need to find out where they are most likely to come into contact with your brand messaging, and also where they’ll be the most receptive to it. Think about locations, both online and in person. Are they on a particular social media platform? Do they attend local business events? Are they members of a local community or work in the neighborhood?
After you identify where they spend their time, start focusing your marketing efforts in those places. Perhaps you need to join the local networking group, open up a Twitter account, or spend some money on advertising. Be where your customers are, and start engaging with them in an authentic, helpful and personable way.
As you attract more consumers to your business, you’ll want to make sure they don’t leave and forget about you. Give them something to take with them in exchange for their contact information. This is called a lead magnet, and can be anything of value, such as a free report, coupon or giveaway.
Once you’ve attracted the right audience, you need to either make the sale or get their contact information so you can follow up with them. Build trust and give your prospects a reason to opt-in. E-Books, podcasts and webinars are just a few content assets you can offer to build trust with your audience. Make it easy to opt-in with the right lead capture tools.