If you want to grow your business in a sustainable way and reduce the risk of failure and avoid the cashflow crisis, you need to concentrate on consistently bringing new customers and new business.
Unfortunately, there is no secret “know-how” or one-size-fits-all solution to this matter but there are fortunately some definite next steps that we can take to dig into what can be done to achieve better results.
It is no secret that with the rise of social selling, social networks have turned into valuable channels for acquiring new customers and Social Media has become one of the biggest tools for marketing any brand. I guess this is one of the reasons why it is a multibillion-dollar industry.
You might think; but how exactly are you supposed to convert random Instagram and Facebook users into real-life customers?!
Before you start thinking about using social media platforms to find new customers, we need to make it clear that, no matter how much digital we have, people are what makes businesses. It’s an analog world we live in and we just use digital things. So rule number one is still the same: Know Your Audience!
Having a target audience of “everyone” can put you in danger of appealing to no one. You need to figure out who are your customers and find your ideal target audience. Based on this whether you’re a clothing shop, a restaurant or a beauty salon, you must tailor your strategy so that it makes sense for your audience and meets the needs, wants or desires of that very specific “perfect customers”. You do not want to waste your money and time trying to market to people that are not going to purchase from you!
Once you have your target audience tuned up and ready to go, it’s time to focus on ways to utilize your social presence to both improve brand awareness and acquire new customers. So, rule number 2 is: Don’t be too SALESY, selling more often than providing value won’t work. By the time Facebook and Instagram even will decrease your chance of appearance on the explore page.
What should you post instead? Prioritise customer needs over bells and whistles. They don’t care that your product or service is 70% better than your competitors. What they do care about is, how that product or service will change their life!
Always try to post as much relevant content as you can and remember: It’s not about you, it’s about them! Once you have that, the online presence will allow you to connect with your audience in ways previously unknown and build a brand that they’ll continuously want to engage with.
That said, engagement is not everything. It is just the half of the job because ‘likes’ are ultimately useless unless you’re successfully converting them into leads for your business. Obviously, it’s not enough to simply post a link to your Facebook and Instagram Page once a day linking users to your website. Sometimes it is the smallest thing that can make people hesitate on the cusp of clicking through to purchase.
Make all your marketing mobile and user-friendly. Even if a desktop version of your marketing content looks great, be sure to check that it translates across devices. Consumers expect cohesion across platforms, and the better accessibility you provide your audience, the more likely they are to purchase.
According to surveys done by Akamai and Gomez.com, nearly half of web users expect a site to load in 2 seconds or less, and they tend to abandon a site that isn’t loaded within 3 seconds. 79% of web shoppers who have trouble with website performance say they won’t return to the site to buy again and around 44% of them would tell a friend if they had a poor experience shopping online.
So pay attention to your website. It can and will contribute to the rise and fall of your conversion rate and accordingly sales. Remember that for every second you cut off of your website’s loading time, you boost customer confidence and trust in your site, and sow the seeds that will make them tell others about you.
People will always serve as “word of mouth advertisers”, telling their friends and family about products or services that they love. People will always want to feel part of a community, and will always value human connection. As long as you always keep the needs, wants, and desires of your ideal customer in mind, and you will win.
Like we had mentioned earlier, a great social media strategy is never set in stone. It is a constant work in progress that changes when necessary. So get out there, create a strategy and start optimizing it as you continue to grow and learn more about your business and your audience. Also, remember that Marketing can be tough so don’t get emotionally attached to the outcomes. If you are emotional about your marketing efforts, you are not going to do well. You may have all these feelings about digital marketing, but the digital marketing has no feeling about you. At the end of the day, you have to realize that you’re competing with career-long, experienced, motivated Marketing Experts.
If you need help, we are always here. We can create a total online presence audit for you that includes a deep analysis of your social media, content, SEO, and web structure with a presentation of key priorities and recommendation plan.
Drop us a line and let us do what we are good at, while you can spend your valuable time on other aspects of your business.