#1 Get clear about who your customers are.
The first step in the process of attracting the right customers to your business is to know exactly who your ideal customers are, what are their pains, problems, challenges and desires .
You see, your entire strategy will revolve around speaking to this specific audience. The more clarity you have on what they want, the more you'll be able to deliver content that speaks to their needs. Your strategy will be highly effective because you're giving your audience exactly what they want!
The best way to gaining this clarity is by developing buyer personas (avatars). During this process, you'll paint a vivid picture of who your ideal customer is. So, opposed to simply knowing their demographics and gender, you'll also know:
-Their objectives and goals
-Their most pressing questions
-What they prefer
-Keywords and phrases they're using in search
-Obstacles, pains, and problems
-Unless you know exactly who it is you are trying to target online , all of your efforts will go in vain .
#2 Create Content that Appeals to their Needs and Buyer's Journey
Every potential customer who approaches your business online will be at a different stage of the buyer's journey. Whereas some may be familiar with your company and what you offer, others perhaps are just stumbling upon your message.
Additionally, some are just seeking information and others are ready to buy. Therefore, it's important to meet every customer where they are by creating content that supports each phase of their journey.
The three stages of the buyer's journey are Awareness, Consideration, and Decision.
A buyer who is in the awareness phase has a symptom or a need that needs to be resolved. They may not know what is needed to resolve or satisfy it. They likely don’t know enough about the need, problem or opportunity to actually name it (at this point). Their research for a solution consists of using phrases that describe their symptoms, the pain or the state of relief or resolve they are wanting.
Your customer realizes they have a problem and starts to seek information on it. Blog posts, social media content, and infographics perform well here.
Your customer actually defines what their problem is and begins researching options to solve it. Guides and checklists and expert guides are perfect lead magnets for growing your list while appealing to this audience.
Your customer is now ready to solve the problem by making a purchase decision. Case studies, special discount offers are ideal content types for closing the sale.
Having content that appeals to each stage presents more opportunities to attract customers for your business.
#3 Market Where they Hang Out the Most
This is important, especially if you're beginning to build your brand online. Although you want to have a presence everywhere, it's super important to maximize your time and efforts on the platforms where your audience spends most of their time.
Therefore, if your market tends to engage more on Facebook and Instagram, it may not be wise to spend a lot of time on LinkedIn or Pinterest. As a small business working with a small team,What you’ll want to do is to capitalize where you'll generate the best return.
Focus on mastering Facebook and Instagram – if that's where your customers hang out. Pour your resources there first. Then, as you create greater success, you can hone in on your other platforms.