A common mistake that brands make is to cast their net too wide. Look for people who could become your ideal customers, and reach out to them. Explain to them exactly why your product is a great solution for their problems. When you focus your efforts like this, you might get fewer conversions in the earlier stages of your marketing funnel, but you get better results throughout, because you’re pulling in quality leads.
If you make a difference in your customers’ lives, they’ll appreciate you. Make it easy for them to help you out by referring friends and acquaintances.
Put together a profile of your ideal customer. Include data like company size, revenue, location, industry, objectives, and position in company.
Use information that you know about your current customers. Identify high-value customers, analyze and average out their data, and use it to develop your ideal customer profile.
Playbooks about other ways to understand your customers
Run customer surveys and track customer behavior on your website. Record patterns and triggers in your customers’ buying behavior. Segment customers to better customize content for them.
Research your current channels, analyze which ones are providing the best audience reach for your ideal customers, eliminate poorly performing channels, and test new ones.
Harvest email addresses for your customers when they buy from you, whether or not they decide to create an account.
Allow customers to check out without an account, make it easy to register for an account straight after buying from you, and offer incentives to create an account with you.
This allows you to record their email address even if they don’t complete the purchase. Some services like Shop Pay keep user information on file and prefill checkout forms for them, reducing form fatigue and making it even easier for you to harvest their email address.
This is also useful for following up with people who abandon their cart during the checkout process.
Gain brand mentions on industry and review websites, create shareable content, and ask customers to recommend your brand.
Publish guest articles, quote others in your industry, get listed on review sites, and create useful, shareable content. Offer useful insights on industry blog posts and social media posts. Start a referral program for your customers.
Set your goal, choose a platform, research legal requirements, and set the rules for the giveaway. Tell your influencer how you want them to promote the giveaway, track its progress, and record your learnings.
Choose ad networks, build a lookalike audience, and write creative to introduce your brand. Test your campaign against other ad types and different lookalike audiences, then analyze your top-performing campaigns for key learnings.
Optimize your product and checkout pages to make it as easy as possible for new visitors to transition to being customers.
Implement product comparisons, add social proofs, and ask for as few details as possible. Use persistent shopping carts, and remember user information so they don’t have to enter it more than once.