I have heard it 100 times if I’ve heard it once. No matter the industry, no matter the size of the business, getting and keeping customers is the key differentiator between successful and bankrupt businesses.
So what does it take to find and keep customers? It might seem simple, if you can just do the right work and use word of mouth, your business will grow and have enough work, right?
It is true that you have to do good work and connect with your customers in a way that they will engage with your business.
Is that enough?
It wasn’t enough for me. Is it enough for you? Will it be enough for you if business gets difficult?
Marketing Embraces a Different Mindset
The market mindset considers your audience first. When you have the market mindset, you consider the value proposition for your business. What product or service do you provide that helps your customers? How can you meet the felt needs of your potential customers?
Start with your customer in mind, and you will be on the first step towards building a business that grows both organically and via your paid marketing channels.
Right now, all the handymen, carpenters, plumbers and realtors I have talked to are busy. What happens when the local market slows down? How do you plan on growing?
With the right mindset, you are set up for success both now and in the long term.
Marketing Understands How to Attract, Convert, and Delight Your Audience
I remember closing one of my first big clients and the owner of the business asked me how we would find the right leads for the marketing. I reminded him that the traffic is there for anyone to find. That’s the easy part. The hard part is getting people to take time out of their busy lives to pay attention to you.
All you have to do to find an audience is walk out your front door, turn on your computer, or check the notifications on your phone. We are more connected now than we have been at any time in the past.
Finding me is easy. Attracting me is the hard part.
Isn’t this true of all of us? We are available but we do not give our attention, our delight to just any brand.
You Must Understand Your Customer’s What’s In It For Me
I am a reluctant Geico customer, because I hate their commercials. They drive me nuts. I once spent 6 months spending an additional $30 a month for a different insurance plan because I dislike their commercials so much.
But, that doesn’t matter. Geico’s ads may be juvenile and pedantic but their marketing is spot on.
Why?
Because I save money with Geico. That is the value proposition that has kept me as a customer for many years, minus that 6 month period. I may not like how they say it, but I do love what they say.
This is the difference between marketing and advertising. Geico’s marketing message and advertising align to keep me as a customer. If they can do that profitably than it’s a win-win situation, neanderthals notwithstanding.
What does your business offer your customer?
Small Time Marketing provides the peace of mind from EFFECTIVE marketing; we believe that what you do matters and so our managed marketing services help you reach more of your customers effectively.
Until you understand what your business provides to your customers, that overwhelming need that you fulfill, you will not have enough customers. So what is it?
If you need help figuring it out, give me a call, I’ll see if I can help.