How to Improve Your Marketing and Acquire More Customers

No business lasts for very long without a steady stream of new and existing customers that will gladly buy what that business is selling. However, many business owners don’t think clearly enough about their advertising and marketing strategies to make that happen. If you find yourself in this position, then you need to rethink your business’s marketing plan. Here are three ways to do it.

1. Who Needs You?

Sales and marketing expert Brian Tracy reminds marketers that not knowing who your ideal customer is can derail your marketing efforts. Here’s a clear example. If you’ve written a vegan cookbook, then you’re not going to market that book to ardent barbecue fans who have sworn they’ll never go meatless.

This is a dramatic example, but it clearly demonstrates the point. If you direct your marketing efforts at the wrong audience, no script, no 90% off sale and no high-pressure sales tactic will make the person in front of you buy if that person isn’t in your ideal market.

Before you begin any marketing campaign, ask yourself who are the people who would most likely buy your product or service? How old are they? What’s their gender? Education level? Salary level? What problem do they need your product or service to solve? Once you have the answers to these questions, you stand a better chance of finding your target customers and improving your sales in the process.

2. Don’t Create Extra Obstacles

Sometimes, it’s not so much about your sales tactics as it is more tangible challenges that stop your customers from connecting with you. According to Forbes, when customers can contact you easily and interact with your company easily, you build customer loyalty.

To that end, don’t make it difficult for a customer to find you. Create an easy-to-maneuver website that includes information, like your phone number, email contact information and a map to your store. Get a toll free phone number to encourage people to call your company, no matter where you’re located. Post your customer service hours clearly on your website. Respond to comments on social media review sites, like Yelp. All of these steps indicate that you are easily accessible and encourage people to become your customers.

3. Sell the Benefits

Too many marketers try to sell a customer on the features of a product or a service instead of the benefits. For example, if your company sells snow boots, you wouldn’t just say that they’re insulated and waterproof. You’d point out that they’re sealed and waterproofed, so your feet stay warm and dry when you’re out trekking in the snow.

The first example highlights the features. The second one explains how those features benefit a customer. Unless a customer knows what’s in it for him or her, your product will remain on the shelf and that customer will look elsewhere for the product or service they need. In other words, you lose a potential customer.

Final Words

Your marketing tactics mean the difference between you attracting more customers or not. Unfortunately, most business owners don’t always start a marketing plan off on the right foot. When this happens, people who would be a good match for your product or service look elsewhere to get their needs met.

This isn’t because your product or service wouldn’t fit them. Rather, it comes down to a matter of not identifying the right customer, not making it easy to contact you and not selling the benefits of your product rather than its features.

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