While some people have the mindset that any customers are good customers, if you get awkward clients who demand a lot of your time, you may not be working as effectively as you could be. Of course until you take on a customer, you may not know if they’re likely to be difficult to please, right?
Obviously you can’t predict the future, but there are ways to ensure that you’re attracting the right kind of customers to your business. And if you have these sorts of customers on your books, who will return to you for repeat business, you can start turning down the more difficult clients. So how do you go about attracting the best customers for your organisation?
What are the Advantages of Having the Right Customer?
Before we start thinking about actually getting the right clients into your business, it’s a good idea to consider the benefits of attracting suitable customers. Additional clients of course mean more revenue, but why should you be worried about selecting the right business, rather than any customers?
Brand Awareness and Reputation
If you’re attracting the right customers, there’s a good chance that you’ll have a high retention rate, as your services will perfectly appeal to the client. You also won’t want to see these customers go elsewhere, as they won’t be demanding or difficult!
Increased Customer Loyalty
If you’re offering a great solution to your customers, why would they want to go elsewhere? They are likely to be loyal to your brand, and will often recommend your services to others, essentially becoming brand advocates. You can also ask these clients to provide testimonials to show others how exceptional your business is.
You don’t want to market to the wrong audience, as this is a waste of time and resources. You’ll get better results and save costs if you just target the right potential customers instead of casting a wider net.
Understand Your Target Demographic
The first step to getting the right customers is understanding your audience. Find out what sort of demographic they fall into, such as age, gender, employment etc. What about their interests and values? You also need to discover what need your product or service is fulfilling in their lives. If you’re not sure about why people are interested in what your company offers, you could consider running a survey asking your customers this question.
You should always ensure that you fully understand the needs of your potential customers, as you don’t want to take on a client whose needs don’t completely align with your service. That would end in frustration on both sides of the arrangement!
Give the Right Impression
When creating any content for your business, whether it’s for marketing purposes or simply to give customers more information about what you do, it’s important to clearly outline what you’re offering. If you don’t start with a solid foundation, the expectations of your customers could differ from your own.
You also need to ensure you’re positioning yourself correctly in the market. This isn’t just about explaining what products and services you have available and how they benefit your target audience. You should additionally convey your unique attributes, highlighting how these selling points are superior to those of your competitors.
It’s furthermore good to explain the value your key attributes offer to customers, giving examples of people who have found this value in the past, such as through reviews. Consider ways you can make the value more obvious to potential clients – perhaps through imagery or infographics.
Don’t Expect Immediate Results
Most people won’t convert on their first visit to your website. They tend to shop around a little first, and perhaps do some research on similar services. If they haven’t encountered your brand before, customers like to feel better informed before making a purchase.
One of the best ways to encourage sales and educate your customers is through your CTAs (Calls to Action). Some businesses opt for downloadable content, others encourage visitors to sign up to a mailing list, and many will offer free trials or demos before visitors need to make a purchase.
The free trial is one of the most successful methods of marketing, along with simply providing more information through guides, articles, blogs and videos. Trying to push people down the sales funnel on their first visit to your website is around three times less effective than those methods.
Avoid Those Just Looking for Freebies
If you do decide to offer free trials or demo services before a purchase is required, it’s important to limit this to a short period of time. Some people won’t be interested in paying for your services – you need to be attracting customers who find enough value in what you offer that they will actually buy it!
This isn’t to say that you can’t offer free promotions, or discounts to loyal customers. You simply need to be careful with how you market these things, so that people won’t expect things for free constantly.
Reaching the Right Customers
So what is the ideal customer for your business? They need to be someone who has done some research, and found your product or service to be amongst the best on the market. They should have a clear understanding of exactly what you’re offering, and feel it’s a worthwhile investment.
Targeting these customers isn’t always easy, but if you know the demographics of your audience, you should be able to reach them and then hopefully convey the virtues of your services! And if you’d like to learn more about marketing to your audience, we’d love to hear from you!