How can you attract your customers?
How can you stand out from the crowd?
The answer is simple. Be niche.
Businesses who try to maximise their sales opportunities by appealing to all people are actually doing the opposite. They are missing out on telling a definitive group of people, ‘this is for you and here’s why’. Their product won’t appeal to anyone because the messages are too generic.
We are all busy people who get bombarded with messages all day long. We dismiss things in the blink of an eye, and something needs to really hit the mark to make us take a second look or to read the whole message.
To achieve this, it needs to speak directly to us. We won’t notice a general message, it comes across as insincere, and we certainly won’t take the time to figure out if a product or service would benefit us. We need to be told it and given justification. And it needs to be true. Authenticity is important.
If you had a brain tumour, would you treat yourself using Google or go to see a specialist?
Be the specialist to your group and more people will come to you.
So how can you achieve this and make your marketing more successful?
You need to figure out what your customers are buying from you. Not the name of your product or service but why they buy what they buy. Notebook buyers need to write lists, or letters or jot down inspirations and ideas. The higher end of the market also like attractive things and are prepared to pay more for them. It’s not just about buying a bit of paper stuck together.
What is it that your customers want from you?
Once you understand that (and there are many ways to do this) then getting your messages right should be a piece of cake. Then you just have to work out how to reach this group. And again, if you’ve spent time understanding them this is much easier.
Social media allows us to test, trial and get it wrong. It lets us learn and move on finding what works. It’s a fantastic, quick and cheap medium to chuck stuff at the wall and see what sticks. I know it can be tedious and often feels fake but it’s too prevalent to ignore if you’ve got a small business.
There is a right and a wrong way though.
Here’s a few Facebook tips to increase your reach and engagement levels:
- Don’t put links in your posts, Facebook doesn’t want you to send their users away from their platform. Instead put them in the comments.
- Comment on 4 or 5 posts just before your put yours up. This will get you brownie points with their algorithm and increase your reach.
- Reply to comments on your post. But, unless it’s time critical, don’t do it straight away. Wait an hour or so and then reply which will get your post reissued on timelines.
- Add a comment to an old post that you put up a week or more ago. This will repost it and allow you to get more mileage from one post.
- Engage with posts from other businesses who serve your target market but don’t compete with you. Get your name and personality out there.
I know this feels a bit bo***cky and like hard work but pick up your phone for 20 minutes a day and whizz through these steps.
It will be worth it to build a strong following of target market prospects who you can promote your business to.