Are you struggling to reach your customers online?
I completely understand – in fact, it’s probably one of the biggest challenges businesses often have when they contact me.
It’s usually the same story; they tell me they have a great product or service with a high close rate, but are facing challenges such as being seen by and engaging with the right people.
Sound at all familiar?
If so, I think this article will really give you some ideas of what you need to do to reach your best customers online.
Discover who they are
First and foremost, you need to understand who it is you are trying to reach online, as this serves as the basis of every word you write on your website or blog.
We want to understand who your best customers are, as these are the people who are most profitable to your business, or are a good fit for your product or service.
The traits they share will be unique to your business, but here are a few examples:
- Are they a homeowner?
- Do they own their own business?
- Are they married?
- Do they have children?
- What is their job?
- What are their job responsibilities?
- What are their challenges?
- What are their leisure interests?
- What does their day look like?
By answering some of these questions, you will gradually build up a better picture of who you want to talk to.
A really good exercise would be to interview five people who have bought from you before, and five people who said no. Ask them why they reached the decisions they did, as well as some of the questions above.
From here, you should be prepared to discover some serious ‘ah ha’ moments that will help you better understand what your customers really care about.
This would be a time investment of about eight hours but I can guarantee that none of your competitors have done this and it would be so worth it.
Figure out their challenges
Now that you understand who they are, you also need to understand the problems and challenges they face day-to-day.
The reason this is important is simple; people are more interested in solving their own problems than in your product or service.
However, if you start by talking about the issues or problems you can help them solve, you will connect with people on your website in a much more meaningful way.
Determine the questions they ask
This in part means relating to their challenges; your customers are asking questions that relate to the challenges they have.
The thing to remember is that they are not asking you these questions directly, but are typing them into Google, as they want to discover the solution themselves and avoid speaking with sales people.
You need to provide the best answers to your customers’ questions online.
Understand the content they need
Most of all the websites I see talk about their service or product and NOT the challenges the customer is facing or the problems that they solve.
This is a mistake. There is, of course, a time for this kind of content – but your website needs to echo their buying journey.
Try creating a blog and brainstorming in order to come up with a list of questions real customers ask, before answering each in a separate blog post.
Follow the journey they take
The journey they take to becoming a customer is very important. You need to understand how they first begin to search for a solution like yours, and the many questions and concerns they have along the way.
You then need to provide them with the right content at the right time.
If you do all of the above, this will give you a fantastic understanding of the journey they go through.
Realise it’s not about selling
One mistake people make is thinking it’s all about the sale. A few years ago this may have been the case, but this is one of the reasons many companies are struggling to generate new business in today’s market.
This is because – like I mentioned earlier – the only kind of content they have on their website is promoting their own products or services. You need to change your focus from selling to helping.
By giving people the information they seek in a helpful manner, they are more likely to know, trust and like you.
We all know that people need to trust and like you before they will buy from you. So aim to sell less and help more.
Create a blog to answer their questions
I briefly mentioned this above, and you need to have a blog where you can comfortably answer all of your customers’ questions in detail, as well as addressing their fears and concerns.
This will attract the right people to your website as these pages will show up in search engines when people search for the answers to their questions.
TIP: Don’t be afraid to address the difficult topics, such as pricing or the services of your competitors – these topics are often the subjects people want to read about the most, and if they don’t get it from you, they’ll only hear it elsewhere.
One of Stargazer’s clients get over 1,000 visitors a month to just one blog post alone – because it answers one simple question.
Use social media to promote your content
Another good idea here is to use social media to promote the helpful, valuable content that you create.
By understanding which social media sites your audience uses, you can share your content on these platforms to drive even more relevant traffic back to your site.
Use email to send relevant information
Email is an excellent way to keep front and centre with your customers – especially before they buy.
Ever heard of ‘out of sight, out of mind?’ – that’s what we’re trying to avoid.
By sending them timely, relevant emails that help them (without spamming or trying to sell), you will stay in their mind and gradually move them through your sales funnel – when they’re ready.
Consider paid channels to drive traffic
Google and Facebook both offer excellent paid channels that you can really segment, so your ads only get shown shown to a very relevant audience.
A word of warning though; make sure you know which content is effective before you do this, because if you don’t, you could waste a lot of money.
Use the telephone to connect with them
Yes, even in this digital age you should still pick up the phone. In fact, I believe the whole point to this is to start a conversation with two parties.
One that has a problem and one that has the solution.
It is a matter of picking the phone up at the right time.
Cold calling is dead, however, if you have a good reason for picking up the phone or the person already has shown an interest in your business, you will find conversation is a lot more friendly.
You’ll need to test when the best time to reach out is, but don’t be afraid to try, because at the end of the day it’s all about building relationships with people – and that’s hard to do with online alone.
If you want to reach your customers online and have more meaningful conversations with people who are ready to buy, then try the following:
- Begin by understanding who you want to reach
- What are their challenges?
- What questions do they ask that relate to your product or services?
- What content do they need to buy?
- What does their buying journey look like?
- Don’t sell
- create a blog to answer questions and drive traffic
- Use social media to promote your content
- Use email to send relevant helpful information
- Consider paid channels like Facebook and Google
- Don’t forget to pick up the phone
Have you tried any of the above? What results have you seen? Let me know in the comments below and I will offer help where I can.