How To Attract More Customers To Your Business

Have you ever wondered why some businesses seem to be having huge success online while others can’t seem to attract any new customers? You’re not alone.
 
In a world where 70-80% of people are researching businesses online before visiting, or making a purchase with them, it is vitally important that your business has an online presence. However, simply having a website will not guarantee success. There are plenty of businesses that have a website and social media accounts but are not succeeding. 
 
So how do you get more customers online? You need an effective digital marketing strategy.
 

Building the Foundation

As is the case with most things in life, failing to plan is planning to fail. This is definitely true of digital marketing, but where do you start? Here are the four most important things to consider when developing your strategy:

  1. Buyer Personas
  2. Buyer’s Journey
  3. Content
  4. Goals

What are Buyer Personas?

The best place to start when creating a digital marketing strategy is with a thorough understanding of your ideal customers. By understanding who your customers are and what they want, you can then build your strategy around your customers’ interests and better speak to their needs.
 
In the digital marketing world, your ideal customers are generally called buyer personas. These personas should be based on real data you’ve collected about your current customers, as well as some educated speculation about their demographics, behaviors, motivations, and goals.
 
Here are three things you can do to aid in your research process:
 

1. Interviews

Meet with some of your current customers and ask them questions about their demographics, goals, motivations, etc…
Here’s a list of questions from HubSpot that you can use as a starting point for your interview questions

2. Website Analytics

You can install a tracking code on your website, like Google Analytics, which will be able to gather information about who is visiting your website and what they are doing. For example, if you had an e-commerce store, you could look at data for people who completed purchases on your site. Using this data, you could gather demographics, gain insights on customer interests, see what keywords people are typing to find you, and so much more.

3. Online Forums

People are using forum sites like Reddit, and Quora every day to ask questions related to problems they are facing. As a marketer, these forums can be very valuable to you. By searching topics related to your business on these sites, you will be able to get a better idea of some of the questions your buyer personas are struggling with and provide a solution.

What’s the Buyer’s Journey?

Once you’ve done your research and created buyer personas, you need to understand the buyer’s journey. That is, the active research process that your buyer personas go through leading up to a purchase. Here’s what that looks like:

To break this down, there are three stages that your buyer personas go through when they begin looking for a solution to their problem.

  • Awareness stage
  • Consideration stage
  • Decision stage
In the awareness stage, your prospective customer is experiencing symptoms of a problem or opportunity and is looking to give a name to it.
 
Once they have given their problem a name, they’re ready to enter the consideration stage of the buyer’s journey. The consideration stage begins when your prospective customer knows what their problem is and has started exploring the available options to solve their problem.
 
After exploring their options your prospect is now at the point of the buyer’s journey where they’re getting ready to make a decision. This is the start of the decision stage.
 
Your goal as a business should be to educate your personas at each stage of the buyer’s journey until they are ready to make a purchase decision. The content you create on your website and social media is what will guide your visitors through the buyer’s journey.
 

Content

Content is essential for success with digital marketing. The purpose of your content is to attract new visitors to your website and provide them with helpful information until they are ready to make a purchase decision.
 
That’s why buyer persona research is so important. Without first understanding your ideal customer, how will you answer the questions and concerns they have related to their problem? First seek to understand, then to be understood. You might be surprised at what you find.
 
So after you’ve done research on your buyer personas, and you have a good sense of what topics to cover, it’s time to think about where your content will live and how you will promote it.
 
First of all, make sure that you are posting content on your own website such as blog posts, videos, images, podcasts, etc. These content types are important because this is how people will find you when doing a search related to your content. This will help improve your SEO (Search Engine Optimization) and get more people to your site who might end up becoming paying customers.
 
Beyond creating content for your own website, you should also be distributing that content on social media (and creating content specifically for social media users). Getting visitors to your website from search engines is very important, but adding social media will give you even more opportunities to get in front of people who are interested in what you do (and lead them back to your website). HubSpot conducted a study of marketing trends in 2018 that might be helpful to you in deciding which social media channels you should consider for your business. Here’s one of the stats from their study:

Goals

After you’ve created your buyer personas, mapped out the buyer’s journey, and created relevant content, you need to make sure that you are tracking the results and their relation to your business goals. Having 10,000 readers on your blog is exciting, but what does that mean to your business? Are people accomplishing what you want them to on your website or not? Make sure you’re tracking the metrics that indicate where you are having success and what needs improvement.
 
Remember, the way people use the internet changes and your marketing strategy will have to adapt as well. That’s why it’s so important to check the performance of your digital marketing efforts. Digital marketing is an iterative process. What works now may not work a year from now.

This process describes digital marketing well:
  • Plan
  • Do
  • Analyze
  • Repeat
It’s great to have a plan, but if you aren’t applying it, you won’t have anything to analyze or improve upon.
You have to get started.
 
I hope that you now have a better picture of how you can attract more customers to your business with digital marketing.
If you have any confusion about anything covered, or would like a better idea of how to get started please ask.
I’d love to help guide you on your path to success.

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If you’re ready to take your business to the next level by implementing some digital marketing for your business, fill out the form below. I’d love help guide you in taking the next steps towards getting more customers.

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