Attracting Clients
Creating Value for your Potential Clients and Customers
Identifying a need that you can fulfill using your past experience is the most common and most effective way to start a new business. The next step is deciding who will purchase and use your product/service, followed by how to reach them effectively and convince them to do business with you. Brainstorming sessions are a great way to get started, but always remember to test your marketing plan before committing to it. Contact a few potential customers and ask them if they find value in what you have to offer. If you end up with a few new customers from this, great work! If you sense confusion and rejection, maybe you need to approach it differently, or maybe they’re not ready for the change yet.
Branding, Marketing, and Advertising
It is important to establish a brand image that is favorable in the eyes of your target market. If you make running shoes, Slow and Steady (even though it wins the proverbial race), is probably not the best branding approach. On the other hand, if you run a rent-a-cop security business, SecuriForce, albeit a little corny, definitely gets the message across. Once you choose branding that fits the image you want to portray, invest in it and make it mean something to your customers. This is accomplished through marketing.
There are many ways to market your product specific to your industry and target market, but there are a few vehicles that every company should have: a website, business cards, stationary, and some sort of informational flyer or handout with more information about your product or service. On top of these, your promotion is entirely market-specific. An incomplete list of possible ways to reach your target market is: TV, radio, trade shows, postcard or letter mailings, door-to-door, phone calls, magazine (trade and consumer) ads, event sponsorship, guerrilla (unconventional) marketing, and word-of-mouth (buzz). This list names effective mediums for advertising, but the most effective marketing tool, hands down, is a very satisfied customer.
Build a Long-Lasting Relationship
It takes a significant additional amount of marketing dollars and effort to get a new client versus getting an additional sale from an existing client. There are many ways to build this relationship and encourage your clients to return to you for their next purchase. Borders bookstore has a rewards club for frequent customers, Dell will sell you a 3-year warranty on a computer and give you a $100 off coupon for your next purchase towards the end of the warranty, and many other companies will give you discounts for continuing to be their customer. It’s not just dumb luck – these big dogs know that a repeat customer is worth the discount, and much more. Find a way to connect with your existing clients, whether it’s with a reward program, or a simple “How can we continue to serve you?” note.
How Can Vanivo Help Your Business to Attract Clients?
When we design appealing marketing materials and an attractive website for your business, your potential clients and customers will formulate a great impression of you. Our fresh marketing ideas will draw additional customers to your business, while our focus on marketing ROI will enable you to make more than $1 for every dollar you spend on marketing.
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