Given that marketing is about looking for clues, if you’re looking for some quick wins then a good starting point to think about is how you got your last 60 good customers.
What do I mean by good customers? These are customers that you like working with. Maybe they are easy to deal with or they regularly return to you to buy more, or they are more profitable than others. Or maybe it’s a combination of all of the above. How you define good customers will depend on what you value but it’s important to work out what attributes they possess that makes them a great fit for your business.
Once you’ve worked out who they are, review how they came to be your customers. How did they first hear about you?
Let’s imagine that those 60 customers came from the following mix:
What can you do to increase the likelihood of getting another 60 new clients in the next 90 days in the same way?
If we break that down, that amounts to 20 new clients every month for the next 3 months. To sustain you beyond the 90-day timeline, ideally, your marketing will have a mix of awareness-raising activities and building assets that can be leveraged over the longer term.
One of the benefits of Facebook advertising is that you can use a tracking pixel to identify which customers came to you via Facebook. This is great for two reasons. The first is that you can see the effectiveness of your ads but the second is that you can use those converting customers as the model for your audience attributes and target a ‘looks like’ audience. The more conversions, the stronger your customer ‘template’ will be.
Facebook advertising action:
Action plan: Create ad varieties for existing ads, start a new campaign based on converting customers.
Improving, or even maintaining, your results in the search engine listings takes continual effort to add new content to your website. But it can’t just be any old article. Ideally, it needs to correlate to what your customers are searching for when they look for your product or service.
Google search action:
Action plan: Create 1 new article each week.
Having people talk about your business – in a good way! – can be a great way to attract new customers to you. However, one of the challenges with referrals is that they can be lumpy – you get a rush of 10 at once and then nothing for 4 months. While it can feel like there is little you can do to encourage more on a regular basis, there are a few ways to even out the random nature of them and increase the number you receive:
Action plan: Allocate 1 hour each week to focus on referrals.
Media exposure can be a great way to attract leads and customers to your business. Some activities that can increase the chance of getting featured in the media:
Action plan: Connect with a new journalist each month.
Planning your marketing doesn’t have to be this big onerous task that sucks all your energy and leaves you too exhausted to take it further. The key is to set goals and then commit to taking steps to achieve them. And look for clues along the way on how you can expand what you’re doing so you can develop new ways of attracting customers to your business. If you don’t know or are starting out, ask your customers why they bought from you, what was it that convinced them?
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