It’s increasingly difficult to stand out from the crowd and encourage customers, supporters or clients to choose your company, organisation or brand over others. Whether you run a business or a charity, or you’re in the process of launching a new brand, it’s essential to draw attention to your organisation and raise your profile. In this informative guide, we’ll share some top tips to help you reach target customers and clients, create new leads and boost conversion rates.
Social media
Social media started life as a platform, which provided an easy, hassle-free way to connect with friends, colleagues and family members online. As social networks grew, new opportunities arose for businesses and brands to promote products and services. Today, apps like Facebook and Instagram offer incredible benefits for companies and organisations to reach target audiences, raise brand awareness and build communities. As well as selling and marketing products and services, businesses can also take advantage of unparalleled opportunities to form relationships with followers and show off the human side of the brand. As studies show that more than 80% of consumers want to buy from brands that share their values, it’s increasingly beneficial for companies to use social media to interact with virtual friends and customers. Using images, reels, video clips and social media posts and articles, brands can showcase their values and company culture, introduce employees and founders to audiences and encourage active, ongoing engagement.
If you don’t already have a social media marketing strategy in place, it’s beneficial to think about creating accounts and launching campaigns. Think about how you want to use social platforms and outline key objectives. Create content that will resonate with and appeal to your target followers and customers and try to grow your follower count. If you own a brand that sells products, hosting a giveaway is a brilliant idea. Choose a prize, set a deadline and let people know how to enter. It’s important to issue clear instructions and take advantage of ways to expand your reach quickly. To be in with a chance of winning, encourage your followers to like and share the post and tag others and ask them to follow your account. Keep your followers in the loop, issue reminders closer to the deadline and build anticipation. When you’ve announced the winner, capitalise on new leads by promoting products and sharing a teaser of the next competition.
Reviews
Did you know that over 90% of consumers read reviews and over 80% trust online reviews as much as recommendations from friends and family members? Positive reviews can help you build momentum quickly and turn heads while negative reviews can be a major turn-off for customers. Whether you are a new or an established brand, it’s beneficial to aim for 5-star ratings. The more good reviews you have, the higher the chances of attracting new customers and holding onto existing clients.
There are multiple ways to improve scores if you have an average rating or secure positive reviews if you’re just starting out. Firstly, utilise customer feedback. Read the reviews and comments people have already shared and highlight strengths and weaknesses. Address problems promptly, build on the good points and take suggestions on board. Learn from positive and negative feedback and use ideas to make improvements moving forward. You may find that your customers have ingenious ideas for new products or features, for example, or they might have suggestions that would make your brand or business more appealing to others, such as extended opening hours or more payment options. Secondly, share reviews on your website and social media channels so that prospective customers can see them and encourage loyal clients and supporters to write and post reviews. Thirdly, determine what matters most to your customers. This will help you to cater to your target market and focus your energy and attention on delivering a service that exceeds their expectations.
Customer service and support have become increasingly integral components of reviews and feedback scores. Consumers today value good customer service and they are quick to take action if they receive substandard service. A 2020 survey revealed that a staggering 96% of customers would switch to a different company or brand if they experienced bad service. Examples of issues customers report commonly include delayed shipping, poor communication, a lack of customer advice and support, long waiting times and rude or unfriendly members of staff. To optimise customer service, make sure you can deliver on promises, keep channels of communication open and provide responsive support. Live chat is an excellent addition to websites and online stores, as it enables you to respond to customers quickly at any time of day. You could also consider using instant messaging via social media apps and providing help over email.
Making customers feel special is another important contributing factor to outstanding customer service. Clients should never feel that they are being overlooked or ignored and they should feel valued. Reward customer loyalty, offer existing clients perks, exclusive benefits and offers and add a personal touch. Looking after loyal customers is a proven strategy for increasing ROI, as repeat customers are likely to spend more and there is a better chance of them referring friends and family members.
Video content
The average person spent 19 hours per week watching video content in 2022. Video content has become increasingly popular, with more and more of us using our phones, tablets, computers and TVs to stream videos, watch adverts and view clips. Video is impactful and engaging and it offers amazing opportunities for organisations and brands to connect with audiences, reach new customers and supporters and encourage them to take the next step. Whether you run a clothing store or an online toy shop, or you’re looking to drum up interest in a charity campaign and get people to donate, it’s a brilliant idea to take advantage of the popularity and reach of video content.
One of the best things about video is that it offers a much richer experience than images and text. Using video content, you can transport people to different places, combine different media or give customers a glance behind the scenes. Video is great for interactive how-to guides and tutorials, product demonstrations, charity fundraising campaigns, ads for promotions and special offers, meet the team introductions and storytelling. You can use videos to engage with new and existing customers, trigger emotional responses and reactions and encourage people to get to know your organisation better.
If you are looking to capitalise on the benefits of video marketing, it’s crucial to prioritise quality. If you’re not experienced in video production and content creation, it’s wise to consider working with a professional agency or individuals who have expertise in this area. If you’re launching a campaign to raise awareness of a health condition, or you’re trying to hit a fundraising target, for example, search for a charity video production company with an excellent track record. Research agencies online, see which companies are behind successful productions you’ve seen in the past and view examples. Meet with representatives, discuss your ideas and objectives and compare prices and quotes. It’s best to opt for value for money over price. Low prices don’t always represent the best deals.
Events
Hosting an event is an effective way to get people talking about your brand, especially if you’re launching a new product or you’re opening a new venue or store. If you’re planning an event, one of the most important tasks to cross off your list is creating the guest list. Identify your target customer and maximise exposure. You could invite industry experts and insiders, buyers, influencers and customers, for example. Ensure that everything is in order in the run-up to the event and showcase the product or location in all its glory. If you have a new product range, for example, carry out demonstrations, let people ask questions and make the presentation interactive. Give out samples or let guests try the product out. Run promotions to encourage attendees to buy and offer perks for referrals and recommendations, for example, 10% off if you refer a friend. Live stream the event on social media, network, and follow up leads.
Search engine optimisation
Google processed more than 8 billion searches per day in 2022. Search engines are the first port of call for a growing number of customers looking to buy products or find companies to provide services. Search engine optimisation is a digital marketing technique, which enables companies to capitalise on the popularity of search engines. When you conduct a search online, you’ll have access to pages of links and ads. Over 75% of web users will click on links on page 1. The aim of SEO is to get to the top of the search rankings when a prospective customer carries out a search that is relevant to your business. Local SEO is increasingly influential. More than 80% of smartphone users will either visit or contact a business within 24 hours of conducting a local search online.
SEO is a complex technique. If you don’t have a marketing team in-house, it’s advantageous to think about hiring freelance marketers or working with a digital marketing agency.
It is challenging for businesses and organisations to stand out and attract customers, followers and supporters. If you’re launching a new business, or you’re looking to expand your client base or raise your brand profile, take these tips on board. Use social media to promote products and services, engage with followers and build strong relationships with your customers. Create video campaigns and adverts to get people talking and consider hosting an event. Strive to secure 5-star reviews, share positive feedback and use SEO to create and convert more leads.
