All MSP owners, at some point, face the challenge of attracting new customers. So this is how to attract more customers to your business.
1. Define your perfect customer.
When you define your perfect customer (your character or avatar), you can start marketing to and engaging with them. This makes it much easier to attract customers to your business.
This is often difficult for small business owners who feel that they are limiting their market by reducing the number of people they sell to, but in fact, the opposite is true: the more narrowly you define your target customer, the larger your market. The reason for this is simple: when you try to attract everyone, you attract no one; your message is too generic. But when you narrowly define your niche, your customers can easily identify themselves as your customer and decide to work with you.
Also, far from limiting your market, you will attract many more customers who are similar to your target customer.
2. Know where your customer lives.
Your customer exists in their world, not your world. If you talk to prospects who will become your customers, you must step into their world and meet them where they are. Understand their likes and dislikes. Where do they find information? What online groups do they frequent? Meet them there.
Digging into your character avatar helps you get into their shoes and connect with them based on what is important to them. Get our character avatar template here.
3. Understand the problem you solve for your customer
Remember that your prospects are interested in themselves. They are not interested in you, so you have to talk to them about the problem you are solving for them. Most people prefer to talk about what they do and how they work, but this does not attract, engage, or intrigue your prospects.
Show them you understand them that you can solve a problem they have, and they will be attracted to what you offer.
People are always running away from something or toward something. They are searching for solutions and transformation. So ask yourself: what is the transformation that you offer?
4. Update your website and develop a digital strategy
97% of transactions start online, and your prospects will go through 57% of the sales journey before they even meet you. So, is your digital footprint helping prospects decide to work with you?
If your website looks like it is from 1995 or even 2015, it is time for a refresh – this doesn’t have to be a huge, expensive endeavor, but a clear, well-written website is KEY to attracting your prospects. This isn’t a nice-to-have. It is a must-have.
Once you have the website written, you want to consider how to engage your prospects online. What social media channels should you use to promote yourself? Where can you stake your presence? Don’t just post randomly; post where your customers are with information that is relevant to them, information that is all about the problem you solve for them. Have a digital strategy.
5. Define your customer journey.
When creating your digital strategy, you will want to define the journey that takes your prospect from becoming aware of you to being your customer.
(And then buy more and bring in referrals).
A strategy has three components: a documented journey, tools and tactics, and actionable metrics:
One of the biggest mistakes we see is that focusing too much on tools and tactics is a bit like being a bull in a China shop: you run around and try new things, breaking old ones as you go and not getting value from anything. A documented journey helps you create a specific strategy that speaks to your prospects.
This also allows you to get out of the endless drive to find “organic” traffic. Once you know what you attract customers to, you can profitably run advertisements on Google and Facebook that will drive interest in your offering.
As a part of this strategy, you must consider how you attract your customers and where you will meet them. But you will also have to define what comes next… just meeting people is not enough. Check out point 7; you will also have to follow up.
6. Study what others are doing
A bit of market research helps you in two ways:
First, you understand what others are doing. This gives you swipe file material and somewhere to start creating content for your prospects.
This doesn’t mean you copy them, but rather, by looking at visuals, titles, and what they do, you will get ideas for what will work for your prospects.
Second, looking at the competition will help you hone what you do. Your solutions will be different. You will look at their work and find what you perceive as holes, mistakes, or not how you do things. Those are opportunities to separate and differentiate yourself.
There is plenty of room for everyone in this market.
7. Follow Up
The most important action you can take to attract new customers is following up with the leads you identify. You MUST follow up. It takes TIME to build a relationship so that people will buy from you; if all you do is ask people for the sale, it is like asking people you don’t know to get married. And that is not very effective
Asking strangers to get married is not a great way to find a mate or a customer.
Put in place an automated follow-up machine that will help you turn prospects into leads and leads into customers.