Getting new customers can prove elusive, so let us guide you toward more profits with 28 quick and easy-to-take steps. Here, we offer 29 steps on how to get more customers that promising businesses can and should take to improve their overall exposure and hopefully bring in droves of new customers.
A small business just starting is only as good as its customers. Finding ways to add to a company’s customer base is crucial, but many entrepreneurs lack experience in real-world marketing, advertising, and selling. Since the success of any business is linked to the number and nature of its customers, finding ways to bring in business and boost those customer numbers is essential. Larger companies may be able to achieve this through hiring firms or even setting up an office devoted to these concerns, but for small companies, how to get more customers. After reading this article, please contact Nakase Wade business attorneys in California for a free consultation.
Brad Nakase, Attorney
1) Build Trust with Customers
Think about it: when you return to a brand and spend more of your hard-earned money, why do you do it? It is because you trust that the product will be as good or better than the last time you purchased it. Trust is the key element at the center of this. Therefore, one of the top ways to establish consumer trust is by giving out free samples and asking customers to spread the word. Whatever your product is, you need to give it the opportunity to find a foothold in the market. So, if you are a writer, get some of your content out there, even if it is just a snippet. If you are a consultant, don’t shy away from offering free advice at first. The goal here is to establish that your goods, whatever they are, have value and will continue to do so. Ideally, your brand becomes a trusted fallback for many of your customers and a staple in their homes or lives.
2) Utilize Online Reviews and Feedback
As your business is starting out, remember that all (or most) press is good press. This is especially true if you manage to get a few positive online reviews. Currently, the majority of our shopping is done online, and many buyers do some research first. If your products earn good reviews, post them, pin them and link them. In the same way that your business name, logo, and motto, if done well, increase visibility, so will strong reviews on Yelp, social media sites, or whatever websites correspond with your business. For example, if you are running a Bed & Breakfast, then TripAdvisor is automatically a target. When new customers read praise from established customers, they are motivated to give your products or services a try.
3) Remember the People Around You
Our personal networks, whether in-person or virtual, are powerful. New small business owners should never be afraid to ask friends and family to spread the word. You will often be surprised with the support you receive from your peers, and you may also be able to offer family, friends, and casual colleagues a sort of “finders’ fee” or discount for their referrals. In addition, many companies out there offer a bonus for recommending to a friend—if the friend signs the email list or buys something.
4) Harness the Power of Google Business
Once your new business is set up, you can “claim” it on Google Business and then begin customizing your profile by adding pictures and reviews. Explore the power of the internet in each possible way. For example, local business groups may have Facebook communities or other online member directories you can take advantage of. The key is to get your name into as many materials as you can, so all hands are on deck.
5) Emphasize the Power of the Written Word
While it may seem that everyone spends 24-7 online these days, weekly and daily newspapers still offer a strong chance for name and brand recognition. Newspapers are literally made up of voices, from the people and companies profiled in its pages to the opinions in the Op-Ed section and the journalists themselves. Savvy entrepreneurs know that newspapers offer a collection of prospective customers with every turn of the page. Focus on the business section if appropriate, and also, do not be afraid to post an ad in a local newspaper in order to drum up business. One can also reach out to the people who are featured in newspapers by sending personalized messages of congratulations and then describing why you think they could use your products or services. However, make sure that your website and email are set up already, so they can get back to you easily.
6) Decide on Your “Ideal” Customer
While this varies based on size and type of business, it is essential to know not only whom you are selling to but whom you would like to sell to, ideally. If you cater to companies themselves, then what departments are you focused on, and who is in charge of those departments? It is always a shame when a small business owner finds out that there is a company that would have been buying its goods or services, but they just were not aware the service existed.
7) Stay in Touch With Existing Customers
Remember that customer from your first month of sales whose purchase really propelled your small business forward? While you never want to bother them, getting back in touch with dormant consumers can be gratifying and help sales. If a customer has not been in touch in a while, there is nothing stopping you from reaching out or even offering a 10% or 20% off coupon for their continued patronage. Sometimes you will find that busy people forget about certain brands and products and just need a reminder—or a discount—to be brought back into the fold.
8) Create Deals That Please
Going along with the last piece of advice, customers of all stripes love deals, coupons, sales, and incentives of all kinds. From large companies that want to employ your consulting services to the one customer on Amazon who loves your attention to detail in your handcrafted bookmarks, who doesn’t love a deal? We’re used to hearing phrases like “buy one, get one free,” “two for the price of one,” and “bring a friend” because, in short, they work well. Specificity also works well, so try encouraging people to try your business out at certain times of the day. If you are smart, you will do this when business is normally slow, which is why restaurants started “happy hour” specials so many decades ago. Now, happy hour is an institution.
9) Trademark, Advertise and Repeat
Small businesses often spend a long time coming up with the perfect name and logo but then forget to spread it around. Small business owners need to remember to write their company name, website, email, and phone number on every single thing they can. For example, if your products have labels, this information should be written on the labels clearly. If your goods are delivered by car, the cars or trucks you use should be coordinated and decorated as such. Also, a little goes a long way. Magnets, matchbooks, lighters (when appropriate), stickers, and even inexpensive t-shirts can spread the word about your burgeoning business. Look at it this way: the more people who are exposed to your logo, the more people will remember it. The more prospective customers who see your name, the more they will recognize it and hopefully buy something.
10) Sync Up with Social Media
Smart business owners take to social media not only to post ads and drum up business but to see where their industry is headed and which companies are “hot” right now. Social media can provide a useful barometer for trends among businesses and customers alike and is an underrated tool. Instead of attempting to sell your services or products amid social media feeds, where your posts might get lost or overshadowed, follow business prospects and develop real relationships with customers. On Twitter, a simple comment or retweet might enable a new flow of information. On Instagram, a post, follow, or even a hashtag might create a mutually valuable relationship. The key here is that when people out in the public sphere are familiar with your brand and even feel as though they know you, research tells us they will buy from you with trust and certainty.
11) Know Your Target Market
Consider purchase requirements you might establish, sales and incentives, and buying cycles of the customers and companies you already have. What sort of product are you selling, and when do people or businesses usually buy it? For example, if you sell beach umbrellas in New England, your high season would probably begin in April or May, and run through September, when the weather is nice. Next, consider how people and businesses normally find out about companies like yours, what they look for, where they look for it, and which recommendations they rely on. The more research you can do in this capacity, the better chance you will have to locate more consumers. They do not call it a “target market” for no reason, so take aim!
12) Create a Buzz with Coupons and Special Offers
It cannot be said enough that special ideas create special, enthusiastic customers. Everyone likes to feel as though they are getting a deal that is not only of value but individualized. Finding customers depends on acquiring their contact information, so even easily produced options such as free newsletters, guides, email sign-ups, or coupons for later use can provide the valuable information that will lead to eventual sales.
13) Win Big with Bargains and Discounts
Consumers love to feel as though they are receiving a bargain in some form or another. Consider offering a significant discount to new customers, as this will keep them coming back. Another thing to consider is that if your services or products are cyclical and depend on repeat purchases, there are many plans you can create that depend on time frames. For example, a six-month subscription to your product line can have a specific value instead of a single-time purchase or a year’s subscription. Have fun with all of the options, and do not be afraid to play around until you find a formula that works.
14) Sponsor Events to Spread the Word
Events are a great way to bring different individuals together and to spread the word about your business goals and products/services. If you are not ready to sponsor your own, attend some local events and network with others. You just might find a colleague or two who would like to team up to create a local event. This can translate to a fun day full of exposure for multiple businesses. Try this: next time you go to an event, bring your own flyers (you might want to check to make sure this is acceptable first). Then, walk around shaking hands and handing out coupons, flyers, and whatever else you can bring. You will be surprised by how many calls you receive the next day.
15) Network at Seminars, Meetings, Retreats, or Association Gatherings
Gathering together with like-minded business owners and entrepreneurs is a fine way to brainstorm and a valuable way to spread the word about your business. There are always new networking groups to discover, so if you haven’t found the right one yet, don’t give up. Try checking newspapers for leads; often, they will feature events by other organizations that might overlap with your target market. Explore the local industry and go to as many events as you can without neglecting your business. It may seem like a lot of work, but it will be worth it in the long run.
16) Hold Follow-Up Meetings
After an interview, most motivated individuals will send out a note or email thanking the individual or committee for seeing them. Meetings are no different. If a promising lead doesn’t pan out, make a follow-up appointment. While there is a fine line between hounding would-be customers and not following up at all, you can strike a balance. It could be that six months later, the business has weighed its options and is ready to use your services. If you do not follow up, you will never know.
17) Analyze the Competition
Great business people are aware that it is rare to be at the top of an industry. However, they also allow for the fact that they can always improve. One way to improve is to discover what individuals and companies are leading the way in your sector and take note of their habits. How do they find and maintain exposure? Where do you see them advertising? When are their strongest reported quarters, and why? While you may need to allow for differences in products or markets, overall, there is usually a great deal that can be learned from your competitors.
18) Choose Numerous Ads Instead of One Giant Billboard
While splashing the logo you are so proud of all over a giant advertisement can be tempting, it makes sense to be more calculated. One ad, especially these days, will no longer make or break your brand. In fact, a smart cycle of smaller ads planned to run over a certain timeframe in the correct markets will be much more effective 99% of the time. The point here is to do your research since you can bet on the fact that your prospective customers are on Amazon or eBay doing theirs.
19) Online Advertising
Everyone advertises online today, but there are ways to tailor your ads to a specific audience. The idea here is to reach people who are most likely to engage, click, and hopefully buy. Luckily, social media sites like Facebook and other websites now allow you to focus your sales on a particular demographic, geographical location, and more. You can also set daily and monthly budgets.
20) Publicize in Original Ways
There are many ways to publicize the accumulated experience and expertise that you are proud of. Within one specific industry, there are various ways to generate interest. Try thinking outside the box and getting involved with educational workshops or online webinars. Perhaps you can sign up for a panel discussion in your industry or speak at a local event. New ideas like this will not only allow you to share your knowledge with colleagues and industry insiders it will create more of a buzz for your new business.
21) Take Part in Community Events.
Over the last decade, consumers everywhere have enjoyed a renewed celebration of “buying local.” Entrepreneurs and small business owners have celebrated this emphasis on independent businesses everywhere, and it is time to take advantage of it. Give back to the community members who support your business by taking part in charity events and fundraisers. Whether it is putting your company name on a local little league team’s shirt, organizing a local run to raise money for charity, or helping out with a food or toys drive around the holidays, your business name will enjoy increased visibility. But, of course, the number of new customers you may earn pales in comparison to how good you will feel about helping the community and giving back.
22) Request Customer Feedback
Business owners can learn from positive feedback, of course, but interestingly enough, many individuals learn more about their company from negative feedback. When prospective customers decide not to buy your goods or services, what reasons did they provide? Was there another product they chose instead, or did they decide it was simply not needed? These types of questions can provide essential knowledge about the viability of your product line.
23) Network As Much As Possible
In an age that is dictated by tech, word-of-mouth may still be the best way to get your company’s message out there. A little research will surely yield a number of industry events and networking organizations that will match up with your business goals. When you attend networking events, keep your focus outward. That is, think about helping others instead of finding customers or helping yourself. This unselfish way of thinking will actually garner better results.
24) Partner with Similar Companies
Partnering with like-minded businesses, especially those with a similar customer base, is an excellent idea for small businesses on the rise. If you can team up with companies that are not your competitors but instead are open to strategizing with you, new ideas will flow. For example, a website dedicated to running shorts and tops could team up with a sneaker company and then look to local races and runner’s events to get their products into the public eye.
25) Request Referrals
Customer referrals remain one of the top ways to find new customers—and retain them. However, if you are serious about your business, it does not make sense to just sit and wait for referrals to come to you. Instead, why not build a system into your sales process that actively requests referrals? We’ve all seen surveys and follow-up emails, and yes, sometimes they are ignored. So, how can you incentivize these types of feedback tools? However you decide to include referrals in your sales package, it can only help your new company.
26) Update Your Website
Think about it: when you search out a new product or hear about a new business you want to check out, where do you go? Since everyone is online these days, your website has become not only an invaluable tool but the number one interface between your company and not only the local or national community but the world. As you launch or re-launch your company, make sure that your graphics, design, and content are up to date. Also, make sure that consumers can easily contact you through the website for questions, feedback, or anything else. If you cannot budget for a website designer and/or SEO expert, there are a variety of easy-build platforms out there to take advantage of.
27) Do Not Be Afraid to Canvas Door to Door
A tried-and-true method still in practice today, the idea of exploring your local neighborhood is not to be forgotten. Even if you have four or five promising conversations, it may be worth it in terms of sales and exposure. Here is something even better for a new small business: it is free.
28) Relax and Find Your Approach
Hopefully, we’ve given you a lot to think about here, but keep in mind that these are just suggestions, and no one thing works for every entrepreneur or company. Prospective customers can find out about your new business in various ways, but the key is to make sure that your products and services are discoverable. The more you put yourself out there and the better your business plan is, the more prepared you will be. Good luck in all of your business ventures.
Legal Questions? Contact Nakase Wade
As you start your new business and begin to find customers, you may have legal questions. Allow our business lawyers and corporate attorneys to help you with the process. We offer free consultations and are here to answer all of your questions, go over contracts and agreements, and help your company get started on the right foot.