to effectively target potential customers and build relationships with them //

Every business needs customers. There are proven strategies that can consistently convert customers and attract new customers.

One or more of these strategies can be used to grow your business, regardless of the economic state or time of year. These tactics don’t need a large budget, which is the best thing about them.

These 11 proven strategies will help you get more customers for your company.

1. Give to get

Giveaways are one of the oldest tricks in this book. Giveaways are a great way of generating leads, building awareness and getting attention. Who doesn’t want to have the chance of winning something?

“Viral giveaways” are the best because everyone can win more for themselves and each other. Even if 10% of participants bring one person, that’s still 10% more leads at no cost or effort.

A giveaway doesn’t need to be expensive. It doesn’t have to cost money. You can either give away your products and services, or ask other companies for prizes. It doesn’t even have to be one prize.

More chances to win, such as multiple prizes or multiple winners, will attract more leads. Make sure the prizes you give away are related to your business. This will ensure that potential leads who enter the contest are qualified.

2. Send an email

Cold email can be a powerful way to acquire leads and customers. You might be surprised at the results if you take a quick look through your inbox. Many of us get bombarded with spam messages that are completely self-serving and poorly written. It’s a powerful way to connect with your ideal customers.

A quality list, information about the person being emailed and a compelling message are essential. You will also need patience, perseverance, and the ability to deal with rejection.

Cold email is not a mass-marketing game. It won’t get you any customers if you blast 1,000 people per day. It is possible to reach the right people with a personalized message and a thoughtful message.

I’m digging deeper: 3 reasons why I deleted your cold outreach email

3. Create compelling content

Content marketing is one way to get a steady stream of customers and leads. Today’s video platforms such as YouTube, Instagram, and TikTok are the best places to create quality content.

It doesn’t have to be high-quality content. However, it should be informative and entertaining. You should experiment with different content types to see what appeals to your audience. Your efforts will pay off because the right content is easy to spread, can last a long time, and is free to maintain.

4. Create a tool

CoSchedule’s headline analyzer is something you have probably seen. This free tool allows you to paste any headline. It will then give you a score of 100 and offer specific suggestions on how you can improve it. It’s easy, practical, and completely free. (And, might I add, addictive!)

It’s also generated massive awareness, leads, and customers for CoSchedule. It’s why I write about it here.

It’s a smart way of giving value first, generating awareness, and capturing the attention of potential customers. Your tool or resource does not have to be complex, just as the headline analyzer.

A tool I developed years ago to estimate how long it would take you to read each book on your list. It also calculated how old you would have been when you were done. It was simple and fun to use. It attracted a lot of attention, and eventually was acquired by a major publisher.

You might find your next goldmine by taking some time to consider a simple tool that you could create.

5. Before you buy

Marketing is all about free. People love free stuff. It is easier to get people to raise their hand if you give them something for free.

It could be a free trial, or an assessment. Both options are attractive to potential customers and offer a risk-free opportunity for them to experience your business.

You should try different things with marketing. To get people interested, it is not enough to say something is free.

People can often get over the fence by adding urgency (available until stocks run out) or scarcity (the next five people to reply)

Get deeper: How to use loss aversion for email marketing (plus four examples)

6. Connect and build community

There are many highly-engaged communities out there that could be filled with your ideal future customers. Some of these communities are free while others require a minimal fee. It doesn’t matter what, it is important that you search for them and join to make yourself known.

Now, wait. Do not just jump in and promote your business. This is a sure way to be kicked out. Instead, spend time getting to know people and adding value to the community.

Is it time-consuming? Yes. It is worth it. Absolutely.

I have made many great connections and built a reputation as a member of the communities that my ideal clients frequent. This has helped me to generate new business. It is important to connect with others, be helpful and provide value.

7. Social media is your opportunity to make a difference

It’s amazing to think that social media can be used to attract customers and close deals. It seemed impossible to imagine that this could be possible years ago. However, it is now possible for anyone and especially B2B companies. Social media marketing has become one of the most important marketing channels today.

You don’t have to be on every social networking site. Choose one or two platforms and choose to commit. Keep your eyes on the prize, be focused and consistent. You will reap more benefits if you add more value.

Social media is a great way to get customers, but you must change your approach and make it a priority.

8. Borrow influence

It would be great to have your marketing done by someone else. Imagine if they could do it better than yours.

Influencers have amazing potential. They are able to build relationships with loyal followers and make money through their influence. They are easy to find and can be had a conversation.

You should give working with influencers a try if you have not. Find a few small influencers in your area and join a Zoom call to discuss win-win opportunities. It can often be as easy as offering them products to promote, or a nominal compensation.

Tracking links (UTM) and discount codes should be used with all influencer campaigns. Because not all influencers can be measured equally, you will need to be able measure their impact and the results.

9. Take a tour

In 2022, I was a guest host on 36 marketing podcasts. It was a rewarding and exhilarating experience that earned me new clients. It was also one of few marketing activities that didn’t feel like work.

Podcasts, guest blogging and guest webinars are just a few of the many options for going on tour. It’s simple: find out where your ideal customers listen or watch, then go there.

Once you have identified the locations you wish to visit, you can reach out to them via email or social media. Tell them why you should be their guest. You’re good to go if they are interested and available.

Each appearance gives you more credibility and experience to reach out to larger outlets with larger audiences. Customers will come to you and you’ll have a lot of fun doing it.

10. Ask your customers

Asking your customers to tell you about yourself is the best and easiest way to find new customers. Referrals are what I am referring to.

Is it because almost no one has a system for generating referrals. It doesn’t matter if you are a B2C or B2B business owner, you need a consistent method for generating referrals.

It is very cost-effective, predictable, and will generate the highest quality customers — people who are like your current customers.

Are you able to ask for referrals? Do you have a process for asking for referrals?

It’s also possible to ask your customers who have been with you before to come back and do business again. You can tell them about the changes you have made and give them incentives to return and do business with you again.

Asking for more customers is the best way to get them.

Bonus Step: Throw a party

A good party is a great thing for everyone. Host of the party has many perks. You can generate goodwill and get qualified leads.

People will attend a free event if you offer it. People will show up if they perceive the event as valuable and specific. People are now more open to virtual events because they are less difficult to host and cost-effective to create.

It doesn’t need to be costly or difficult to host an event. Invite industry thought leaders to give a short presentation, where they can also promote themselves, or host a roundtable discussion. This can be combined with a giveaway to earn bonus points.

Every marketing strategy should include events. Make sure you plan one. Remember, the success of any marketing plan is all about the follow-up.

Your next customer is waiting

There are many customers who want to hear from your company. You decide which one of these 11 strategies to pursue.

My recommendation is to choose one tactic and stay focused on it for several months before switching to the next. It is easy to get distracted by trying to do too many things at once. Instead, focus your efforts on a single tactic and create a campaign or sprint around it. You can then review the results and decide whether to adjust, continue or try something else.

There are many ways to attract new customers. However, none of them will work unless there is a plan and you take action. You will get all the customers that you want with consistent, focused execution.

10 steps for connecting with potential customers efficiently appeared first at MarTech.