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Building a business is hard work, and the effort you’ve put into creating your brand, products and website was worth every moment. But now you need to take the next step, towards your customers, to catch people’s attention, inspire engagement and develop trust.
Here are 10 ways to get customers’ attention:
Networking remains one of the most powerful tools in the business arsenal today. Start with your own network of family and friends, tell them about your new venture, and then ask them to spread the news. You’d be amazed at how many sales can come from these connections, and how quickly the news can spread.
Do research into the social media platforms that your customers are most likely to favour and set up business profiles. Join groups that suit your niche and then slowly start contributing to the conversation and promoting your brand – if the page allows it. Then use paid-for advertising and competitions to enhance your exposure.
Blogging does more than share your views and build engagement, it also improves your organic search ranking. When consumers are looking for certain products, you will have a better chance of being found if you have blogs on topics with the right keywords. Focus on the latest trends that are interesting to your readers and it will give people a reason to visit your site.
Email marketing is an excellent digital tactic that not only drives customer acquisition and retention, it makes them feel as if they are part of a community. To build this newsletter list, you need to encourage people to subscribe. Offer them discounts, give them rewards, and create an ecosystem that makes them feel that by joining they are part of something special and important.
Create a discount code that’s only eligible for your launch period and promote it across all your social media platforms. This increases the chance that you will get people’s attention and make a sale. You can do anything – offer them a free item or a discount. You can also use your newsletter to run competitions that will get your name out there and your customers excited.
Collaborating with other people can really help you leverage one another’s networks to build business and generate sales. Consider working with brands that are either like-minded and that attract the kind of people you’d like to see come to your business. You can then work with these partners to run shared competitions and offers, or to advertise on their mailing lists.
Nothing chases people away faster than a bad payment process. Optimise your checkout process by removing unnecessary steps, especially on a mobile device, and make purchase completion as simple as a few clicks. Also don’t ask for more details than is absolutely necessary – their billing information and shipping info alone is fine.
You need only a few hundred Rands every month to spend on paid-for advertising to your target market. This can help your brand get noticed. Work out your budget, target your traffic with clickable, text-based ads that appear in specific search results – Google Ads can help you rank for keywords and phrases – and your customers will see you when they’re looking for what you sell.
It’s easy to dismiss influencers as people who simply live on social media for attention, but they can be powerful. Focus on niche, micro influencers who talk directly to your target market and who can use your products, review them honestly, and talk about them. You can pay for them to use your product or you can work with them as partners. Influencer platforms in South Africa include Webfluential, Continuon, and newcomer Humanz.
Don’t discount the value of establishing real connections with real people. Networking at relevant events, spending time talking to the people who would be your customers, exploring other sales options through brick and mortar partnerships – all these offline options can add immense value to your business.
Every business starts with zero customers in the beginning – yes, even Amazon. Getting the first 10 or 100 customers is often the hardest. But don’t feel overwhelmed by the hard work that lies ahead, rather be inspired by how it will help you to learn more about your customers, your market, and your business. Once you have the first 100 customers, you’re on your way to success.
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About the Author
Brendon Williamson is the Chief Sales Officer at DPO South Africa.
