In order for your business to grow, your customer base must grow too. That doesn’t mean that customer retention isn’t important, but it often isn’t enough for those who want their business to stick around for the next ten years as opposed to fading into obscurity. Furthermore, finding new ways to grow your customer base is particularly important if you are taking your online business into the real world in the new year, especially if you’re interacting face-to-face with your customers for the first time.
With that in mind, here are some simple yet effective ways to expand your customer base in 2022!
Learn everything there is to know about your customers.
In order to attract the right customers, you have to be able to define your target audience as accurately as possible. This way, you’ll know exactly which marketing strategies you must implement in order to be able to reach out to them. For example, different demographics will respond differently to social media campaigns than others – especially if you’re catering towards the younger, more internet-savvy generations. One way in which you can get to know your customers more is through market research and hosting focus groups.
Remember that offline marketing is just as important as online marketing.
By now, you’ve probably become something of an expert when it comes to promoting your brand online. In fact, you probably use your social media platforms and website to be able to stand out in the online space, as the pandemic required this from us. However, this doesn’t mean that offline marketing strategies are not effective when it comes to expanding your customer base. For example, you could promote your brand by handing out product samples at a local event. Not only can this make local consumers more aware of your company, but it also helps them to try out your products for themselves before making a purchase. If you make a positive impression, this will cause your sales to skyrocket. However, product sampling isn’t always as straightforward as you might think – meaning you may benefit from working alongside a product sampling agency that can do the more complex work on your behalf.
Show them the people behind the brand.
Studies suggest that consumers are more attracted to brands that feel ‘human’, as opposed to faceless organisations. This is because it allows you to develop a relationship with your customers. As a result, one way in which you can expand your customer base is by showing them the people behind the brand. For example, you could host a business event, webinars or even simply take the effort to get to know them whenever they come in store. Additionally, you might also want to include a ‘meet the team’ section on your website, which shares fun information about yourself and your employees with the customers.
Improve your customer service skills.
Excellent customer service skills are not only a great way to keep your current customers happy, but they’ll also make you appear more attractive to new ones too. This is due to the fact that it proves to potential customers that you care about them, as opposed to simply their money. As a result, you should try to find as many ways as possible to improve your customer service. For example, you should ensure that all employees receive training in customer relations so that they are able to communicate effectively and know exactly how to deal with customers, especially those who may be a little difficult. Alternatively, as your business grows, you may also want to set up a specific customer care team.
Use customer testimonials.
No matter how strong your marketing campaign may be, there is a percentage of potential customers who will not be convinced by these efforts alone. This is due to the fact that some consumers are naturally sceptical. However, one way you can combat this is by making the most of testimonials – as they’re more likely to trust other customers’ feedback on your products than your own. This is because they are in the exact same position as the customer when it comes to spending money. As a result, you should ensure that you feature testimonials on your website and social media pages. You should always ask customers for feedback on their purchases, and if a negative comment is left, don’t rush to delete the review or discredit the customer. Instead, apologise wholeheartedly and find a way to make amends. This is far better than outright ignoring negative reviews, as it shows that you are actively working towards making a positive change. This will make your brand appear more trustworthy.
Set up a referral scheme.
Customer referrals are another great way to expand your customer base, and they often require very little effort on your behalf. However, you can increase the likelihood of these referrals taking place by creating a referral scheme. For example, you may choose to offer returning customers a discount for themselves whenever they make a recommendation that leads to a purchase. However, it’s vital that you make this beneficial for both parties – by ensuring that the new customer also receives a discount on their first order.
Don’t discredit influencer marketing.
Regardless of how much time you spend on social media, there’s no denying that it is one of the most effective ways to market your brand, especially when you collaborate with content creators that have a larger platform than your own. For example, many brands have noticed a significant ROI when sending free products out to ‘influencers’ in exchange for featuring on their social media feeds. This is due to the fact that it can raise awareness about your brand, making it easier for new customers to find you. However, you should ensure that you connect with the right influencers – whose content is also catered towards your target market. This will give you the best chance at success when it comes to influencer marketing, as you have a shared demographic. In short, its a great way to make sure that your products are sent directly to your customer’s screens.