Customers today are more informed and increasingly critical about the purchases they make. They read product reviews, search company websites, and share information on social media. Customers have already developed an opinion of your business before your marketing reaches them. With this in mind, knowing how to attract and retain your ideal customers comes down to two things. Knowing where they are, and ensuring that your business is personable and authentic. Marketing tactics only work when they reach your target audience, and develop a level of trust with them. Happy customers will often leave ratings and reviews and share their shopping experience with friends.
Know Where Your Customers Are
Do you know how to find your ideal customers? The ones that are going to love your product or service, and tell their friends about it. From Facebook to Twitter, Pinterest to Instagram, there are dozens of sites that your audience frequents. So, how do you find them? One method is to use the free Google Analytics platform, which allows you to track your customer’s activity in relation to your social media channels. While the platform is free to use, it will take some time to become familiar with it. You may also need to customize the platform to fit your specific needs. Luckily, Google provides free training and support during the process.
At some point, unfortunately, you may come across a fictitious customer in the form of a bot. Bots can cause havoc for you and your actual customers. If you become suspicious of an account, try using a lie calculator to make sure someone is really who they say they are. Not only do bots negatively impact your outreach numbers, they are a nuisance you’ll want to avoid.
Be Personal
In addition to being informed and critical, many of today’s customers are cynical, and with good reason. These days, everything is fake news, including your brand and that of your competitors. All the more reason to be transparent, personable and authentic with your business structure. Remember the days of the Mom & Pop shops that are sadly disappearing at a staggering rate. The reason they did so well in the past is because their customers knew them. They were an embedded symbol in the community.
Your marketing strategy has to draw in your audience. Being genuine and personal will help your customers connect with you. Always have something practical to say about anything you’re selling, and try to include a backstory behind it. Even if it is just to let the people know why you created a particular product or service. If it is special for you, it may become special for them.
It’s time for you to get the response you’ve always wanted from people online. Put in the hard work and never skimp on the content you create. It’s all in your favor!
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