Are you wondering how to attract new customers to your business in Houston? Maybe there’s a secret that other businesses know about that you don’t?
Don’t worry, marketing to Houstonians isn’t necessarily rocket science. All it takes is the ability to assess what you’re doing now, and make the changes that are necessary.
When you’re done reading this blog, you’ll have some ideas for how to attract new customers to your business in a few easy steps. Let’s get started:
1. Start by Understanding Your Targets
Developing accurate personas of your target audience will give you a good start as to who you should be marketing to. This should go hand-in-hand with specific big-picture, strategic goals for attracting new customers. Some good examples of goals are: increasing membership signups, raising overall revenue, or developing a greater presence on social media. Your goals should be Specific, Measurable, Attainable, Relevant and Time-Based (SMART).
2. Understand Your Customer’s Journey
Determine the steps your consumers requires that you take time to find the answers to their questions, and make that fit seamlessly with how you market to them. Ask yourself – at which stages different aspects of your marketing plan will ultimately reach them?
A visual map can be very helpful in this process, allowing you to see what different avenues customers often take towards making a purchase. The benefit is that you’ll be able to determine which pathways are potentially most profitable, and fill in any gaps you might have along various legs of the journey.
3. Hire Experienced Staff Members
As a Houston business owner, the reality is that you just can’t handle everything yourself. You’ll need to hire experienced staff members and leverage the expertise of these trained professionals. Ideally you’ll want to identify them as early in the process as possible, even if they have to do more than one job to begin with. Here are some of the skills that you should probably consider must-haves if you want to attract a significant amount of new customers with your new team:
- Strong written skills
- Graphic design
- A basic understand of web development
- Lead generation
- Social media management
- Email marketing.
- Digital marketing (Heads up – three of the hottest skills in demand for 2015 have been SEO, pay-per-click (PPC), and content management.)
4. Evaluate Your Web Presence
Do you exactly how well your website is performing?
Have you recently updated your site to something responsive or, at the very least, mobile-friendly?
How does your site appear to viewers?
Is it dated, unattractive, or hard to navigate?
Determine the functionality of your website. How easy is it for visitors to find the information they’re looking for?
Are you looking at page views to see which content is being looked at most? By doing this, you can position that information better on your site to serve the viewers needs. It’s also a good idea to take a look at your competitor’s websites for ideas and inspiration. Think about what they’re doing right, or better yet, what they’re doing wrong, and use this as a means of improvement.
5. Utilize Marketing Automation & Email Workflows
Today’s marketing automation and email tools enable you to create content that targets specific points in your customer’s path to purchase. This keeps customers engaged and allows marketers to personalize their messages, further strengthening the bond between customers.
More importantly, it allows you to scale your marketing efforts by reaching more people at once without your email blasts seeming like spam. Outline the different steps in the path of your buyer’s journey, and automate each step with the appropriate materials and responses.
6. Create Content for Your Audience
The goal here is to be useful and provide value to your target audience. Blogs, white papers and case studies tailored to their common needs can be very powerful in terms of connecting with potential customers.
Creating content with a strong keyword strategy also has the benefit of improving your ranking in search results. Identify some key areas of interest for your audience and develop different types of content that speaks to them and that they would find useful.
Remember, people like to get their information in a number of different ways. Utilize eBooks, case studies, video content, and infographics to serve your prospect’s needs. In fact only 30% of companies say they are effective at content marketing, so this would make a great way to get a leg up on the competition.
So – you’ve learned some basics of how to attract new customers in Houston to your business. Sometimes success starts with small, basic steps. With a bit of persistence and ingenuity you’ll be attracting more customers than you can handle.