This article is provided in partnership with Constant Contact.
When running a business, finding customers is the key to success, but you need to find the right customers. If you could load all of your potential customers into an app and swipe left or right depending on whether or not they are right for your business, marketing would be much easier. However, there is no such app, so business owners have to work a little harder. With hundreds of thousands of customers, Constant Contact is among the leading email marketing providers, so they certainly know a little something about finding and keeping customers. Constant Contact Manager of Content and Social Media Marketing Dave Charest, an expert in the world of email marketing, offers advice on how to find the best customers for your business: shift your focus.
(Photo courtesy of Constant Contact)
Leverage Existing Customers
“Finding the best customers for your company starts with identifying your ideal customers, engaging them online and in person through outstanding service, great products, and relevant and personalized content and offers that speak to their specific interests and needs,” says Charest.
In pursuit of the ideal customer, think about what you want to be known for and the attributes of your ideal customers. Next, write down the reasons why customers choose you, come back and refer their friends. Add to that list your other differentiators, such as location, price, free shipping or having a pet-friendly environment, for example. Use this as the basis for engagement.
Then, as you consistently and effectively engage customers, you’ll develop your brand as the go-to place for meeting their needs.
By building strong relationships with existing customers, you can develop your brand as the go-to place for meeting their needs.
Engage Customers Who Align With Your Vision
Focus on engaging those customers that are most aligned with the vision you have for your business. In reality, some customers are a better fit for your business than others. You still want to extend excellent service to all of your customers, but Charest recommends adjusting your customer relationship management to those that are the most valuable. “Let’s face it, not every customer is going to be satisfied, nor is every customer going to be in sync with your vision,” says Charest. “This doesn’t mean you should turn away customers that aren’t a perfect fit. But it does mean that you should focus on engaging those customers that are more aligned with the vision you have for your business.” Those are the customers that will keep coming back and drive referrals.
Shifting your focus from trying to win new customers to engaging existing customers is the smartest way to grow your business. Not only does it lead to repeat business, it’s also drives word of mouth.
This article was written by Alaina Brandenburger via Examiner.com for CBS Small Business Pulse.
For more information on email marketing, visit Constant Contact.