If you want to get customer attention, consider collaborating with influencers, sharing your success stories on relevant forums and groups, or forming strategic partnerships.
Even though sharing posts on social media, writing blogs, and investing in ads can increase brand awareness, the way to ATTRACT the right target audience is through the above ways.
I found this out the hard way when I was working with a client in an agency. They were getting a lot of engagement on LinkedIn but weren’t getting any leads.
After addressing the issue, I realized that most of the engagement was through the client’s peers.
I am not saying it is useless, it does help with brand awareness. But brand awareness can only take you so far. In the end, it’s all about converting the right target audience to clients.
Fortunately, we were able to turn things around by changing our approach.
In this post, I’ll dive deep into each step we took to attract customers for the client. You can reverse engineer the same for your business.
Work with influencers (Leverage the reach of industry leaders to get customer attention)
Teaming up with influencers is the most cost-effective and easy way to grab customer attention
For this reason, 93% of marketers include influencer marketing as part of their overall strategy.
Through influencer marketing, you can promote your offerings through influencer’s social media posts and videos.
Make sure you connect with experts in your field who understand your industry and, most importantly, are not endorsing your competitors’ products.
Check out this post by Matt Diggity, a well-known figure in the SEO industry, promoting Surfer SEO, a popular SEO tool, on his Facebook profile.
So, if you want similar traction for your brand but don’t have the time or resources to figure out their content marketing secrets, influencer marketing is your best bet. If you are not sure how to find influencers for your business, here’s a blog on this topic :
How to Leverage B2B Influencer Marketing on Social Media Platforms
So, start finding micro-influencers in your niche to work with. And if budget concerns arise along the way, I’ve got another idea up my sleeve…
Partner with other brands in a similar niche (Grab customer attention through partners)
Collaborate with businesses in your niche to reach the same target audience.
To find the right business to partner with, first, make sure to identify the pain points of your potential buyers and then determine the product gaps in your business.
By doing a quick Google search, you can find companies that are filling in this gap. Reach out to these businesses and find the right partner.
However, it’s crucial to check if any of your products or services are similar to your partner’s. It’s important to ensure that the two businesses complement each other and do not compete in any way.
Some time ago, I helped out my brother-in-law, who runs a trendy juice and snack spot, by connecting him with the people at a yoga center.
You see, his juice bar had these amazing herbal drinks that were perfect for yogis looking to stay healthy. And on the other side of things, the yoga center was all about promoting clean living through natural beverages – so it was like they were made for each other!
Partnering up can give you that much-needed boost. By leveraging the authority and trust established by your partner in their industry, you’re sure to earn some brownie points.
If done right, this collaboration will help get your product/service directly in front of the right people – those who are most likely interested in what you have on offer!
Sounds like a win-win situation all around.
Share your success stories on relevant forums and groups (One of the best tactics to get customer attention)
Sharing a step-by-step case study or a detailed success story is the best way to attract customer attention.
The emphasis should be on “step-by-step” & “detailed” The story or case you share shouldn’t be just a snapshot of a result.
Potential customers like to know your process so that they understand what they are paying for.
I am not asking you to give away all your tactics. But you need to give enough insights that can grab attention.
Here’s a really good example where a user has shared a step-by-step case study with screenshots.
Consider joining forums or groups on Facebook and LinkedIn to share insights. Through posts, show them how you helped past clients overcome challenges – just be sure not to give away all of your secrets!
I’ve seen business owners receive lots of inquiries from potential clients in the comment section after sharing such posts on Facebook groups. Share case studies or stories and get requests for quotes or even consultations with interested parties!
How do you IDENTIFY potential customers? (Ask your customers for answers)
Attracting customers is one thing, but identifying the potential customer who can be a long-term client is a whole new ball game.
To identify potential customers, use an ICP (Ideal Customer Profile) to ensure that it matches.
To create an ICP, you should interview your current customers to learn the reason behind their purchase
You need to seek answers to questions like
What problems does your solution solve?
Why did they choose you out of all the other competitors?
What do they consider interactive content?
What platforms are they active on? (Blogs, Social Media Sites, Youtube Channels, etc.)
Who are their decision-makers?
What factors influenced the final decision?
Once you get the above information, you can easily build an ICP out of the following template :
| ICP information you need | Why? |
| Industry / Type of company | Look into your customer database, find the most profitable industry for your business |
| Location | The location where you have the most profitable clients |
| Company Size | Get to know the average company size by looking into the client database |
| Budget | You should have this information |
| Buying Process | You’ll get this information through the questionnaire/interview |
| Purchasing Decision | You’ll get this information through the questionnaire/interview |
| Pain Points | You’ll get this information through the questionnaire/interview |
| Business Goals | You’ll get this information by understanding their pain points |
After filling out the ICP template, you should make sure the criteria align with your target audience. This is the cream of the crop when it comes to identifying the perfect potential client.
If you are starting a new business, maybe you won’t have any customer data to work with. In that case, you might have to do some primary research or brainstorm ideas for the above information for the template. The following post can help you hit the ground running :
How to conduct market research for a new business (and a startup)
Once you ATTRACT and IDENTIFY the right potential clients, you need to connect with them.
How Do You Connect With Target Customers? (Create an emotional connection)
The right way to connect with target customers is by seeing the world from their POV, empathizing with them, and creating tailored messages for each customer.
Sure, you can send tailored messages, network, and interact with prospects on both offline and online platforms.
But platforms such as LinkedIn and Twitter are the only means through which you can get in touch with them. To CONNECT with them, put yourself in the shoes of your potential clients, and try to see things from their perspective. Think about what they need and how your product or service can help them. Create an emotional connection with potential clients.
As I mentioned earlier, you can create tailored messages for these prospects to build that connection. But if you don’t have the time to tailor messages, you can always rely on tools such as Sendspark to send customized messages.
Businesses like yours use Sendspark to send video emails with custom intros.
It would be a good idea to leverage technology to connect with potential clients.
It is also important for you to pay attention to customer sentiment around your product to build connections. You can get to know the thoughts of your prospects through surveys and feedback.
By monitoring these factors, you can make sure you are marketing messages and methods align with your customers’ needs and create a proper marketing strategy that successfully attracts the right customers.
Underrated means through which you can connect with a potential customer
With empathy as your tool, you can connect with prospects, but you can amplify your efforts by being at the right place and at the right time!
One of the most conventional and effective ways to connect with prospects is by attending events related to your industry. This can be anything from trade shows to conferences or even networking events hosted by local business organizations.
At these events, be sure to come prepared with business cards and have an elevator pitch ready to go. Don’t be afraid to strike up conversations and make connections with other attendees, as they may know someone who could benefit from your product or service.
Another effective way is to network with potential prospects through X
This platform allows you to connect with people in your industry and interact with them through tweets, threads, and direct messaging.
X is too underrated. If you want to leverage it to your advantage, go through my blog :
Related: Twitter for Marketing: Create a Twitter marketing strategy for 2023
Attention Marketing | Need of the hour ( Get the attention of busy customers via creative ways)
People don’t have the time to consume information in this sea of content and ads.
Attention marketing is a fancy term coined to emphasize the importance of getting the attention of these people through creativity.
Creativity can come in many forms.
You can use memes, GIFs, and viral videos to get the attention of your potential prospects.
But most business owners refrain from doing that as they don’t feel like this kind of content aligns with their brand image.
That being said, there are other ways through which you can get the attention of the prospects.
Digestible content (Snackable content)
Considering that the average attention span of a user on platforms is around 8 seconds, it’s better to create short digestable content to get the attention of your prospects.
The content can be a digestible tweet, a LinkedIn post, or even a short TikTok or an Insta story.
Ensuring that your prospect can easily consume content is key to capturing their attention.
What Is The Difference Between Leads And Potential Customers?
The truth is that these two terms are often used interchangeably, but they refer to different stages of the buyer’s journey.
A potential customer is someone who has not yet purchased your product or service but is willing to do so. They may have shown some interest in what you offer, but they have not yet taken the plunge. On the other hand, a lead is someone who has already shown some level of interest in what you offer and has shared their contact information with your company.
The main difference between these two is the level of engagement they have with your company and the stage they are in on the buyer’s journey. A potential customer is still in the awareness or consideration stage of the journey, while a lead is in the consideration or decision stage.
Because of this difference, it’s important to approach these two groups differently. Potential customers need to be nurtured through targeted marketing efforts, while leads need to be provided with more information about your product or service to help them make a purchasing decision.
One effective way to approach leads is through lead scoring. This is a method of ranking leads based on their potential to become a customer. Lead scoring takes into account a variety of factors, including their level of engagement with your content, their behavior on your website, and their demographic information.
By prioritizing leads based on their potential, companies can focus their marketing efforts more effectively and increase their chances of converting leads into new customers.
In summary, a potential customer has not yet made a purchase but is willing to do so, while a lead has shown some level of interest and has shared their contact information. By understanding the differences between these two groups and using strategies like lead scoring, companies can effectively engage with both and increase their chances of success.
