The secret to crafting an effective marketing strategy lies in the ability to identify and engage potential customers, transforming them into loyal clients. While it's not to say that businesses should disregard customers who come through other channels, relying solely on walk-in customers is not a sustainable strategy.
The first question to ask is, "Where can I find potential customers?" The answer is simple yet often overlooked by many entrepreneurs - you find them where they usually are. Some strategies to reach these potential customers include publishing newsletters, writing articles, participating in discussion lists, direct mailing, engaging in chat rooms, newsgroups, phone calls, sending letters or brochures, free and paid advertising, joining online clubs and organizations, attending conferences and conventions, ad and banner swaps, link trades, search engines and directories, and offering help whenever possible. Remember, it's crucial to know who you're looking for and where to find them.
Once you've identified potential customers, the next step is to engage them. This involves making them realize that your message is relevant to them. A recent article I wrote provides an example of how to make potential customers realize that they should be listening to what you have to say.
After capturing their attention, it's time to highlight the benefits of your product or service. Here are three crucial questions you must answer to make your potential customers see your benefits:
Keep your description clear, concise, and compelling. Offer proof of competence, experience, and testimonials, but avoid overdoing it as it may raise suspicion.
To convert a prospect into a customer, you must make an offer and show them how to respond to it. There are two ways to get a response - the hard and soft response request. The hard request requires a commitment from the prospect, such as speaking with a representative or committing to the product or service. A soft response could be requesting a free brochure. The value of each response differs, with the Client Per Prospect (CPP) rate being much lower for a soft response request than a hard one. The choice between the two will depend on your circumstances.
Activating your prospect, or gaining a response, involves following these important rules:
Some techniques used in activating a prospect include offering a "Free Sample", a "Great Introductory Deal", or a "No-Risk Offer".
In conclusion, the goal is to help you understand the process of customer acquisition. For more marketing tips to help you succeed in business, check out more of my articles at The InfoZone, the largest Business & Marketing Article Archive on the Internet.
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