Read time: Ten minutes (… fifteen if you pause for snacks)
TL; DR: Build multiple pathways for your business to be found and fawned over by your dream customers.
Let me guess: You love your business. Adore it, even. It’s your passion and purpose all tied up in a shiny, small business bow.
But you know what else you love? Profit. Mortgage-paying, pasta-purchasing, holiday-enabling PROFIT.
And as much as you might love your business (hey, you’ve got great taste), that’s not really what matters. At least not when it comes to making money. Keeping your bank account brimming over with dollar bills is all about attracting a stream of in-love customers.
But if your zone of genius is in the art and awesomeness of your business – NOT in customer attraction – then reading that is likely enough pressure to make you reach for a paper bag, sugary treat or glass of wine right about now.
Here’s the good news: I’ve got you. You can pause the panic and toss away the worry. I’m going to show you how to take back control of your client attraction.
The even better news? There are literally only two steps to my go-to client attraction method. And we’re going to dive into them right now.
The Little Black Kat Customer Attraction Method
Step one: Create a business they *can* love
Let’s skip a step, waddle into the future for a moment, and imagine that you’ve cleverly connected with a new customer and convinced them to visit your website. Yay! But … now what?
Whether that customer converts or clicks away has actually already been decided by the lovability of your business.
(And again, it’s not how much you love it; it’s how much *they* do!)
So how can you pre-create a business that’s as lovable as possible for new customers? Here are some tips to get you started:
- Know your ideal customers. It’s impossible to appeal to everyone. You’re not Chris Hemsworth. Instead, focus on attracting and marketing to the people who matter: Your target audience. Interest piqued? Read this article next.
- Review your visual brand. Is it set up to make your target audience swoon? Or, over the years, has it become old-fashioned, out-dated, or irrelevant?* If it’s ready to ruin hearts (in the wholesome conversion kind of way), then double check consistency. Are you applying your brand visuals consistently across all platforms? This makes a HUGE difference to how reliable and professional your business is perceived as, so make consistency a priority. Need a guide for auditing your branding? Head here, friend.
- Update your website. If your website is getting a little dusty, it’s worthwhile checking that it’s still performing properly for you. From the tech side, take a note of your links (no 404s!) and make sure you view your site on multiple devices to check it’s mobile-friendly and multiple application-friendly. On the design side, it should be beautiful and You’ll know if it’s missing beauty if you hesitate to hand over your URL to a potential lead, and you’ll know it’s missing strategy if it’s not converting for you.
- Collect testimonials. Everyone loves a little (or a lot of) praise. And this is the perfect excuse to collect some! Social proof – aka reviews and testimonials – are super influential when it comes to selling. Your audience needs to trust that you’re the real deal with the goods to make them grin. And one element that influences that is your social proof. If you haven’t got any, get some. Even offer a referral incentive to encourage past customers to review your business. And if you’ve got some, get some more. Seriously. You can never have enough.
Done? Awesome. Let’s keep going.
Step two: Make it easy for your customers to find you
“Build it and they will come.” – The WORST fricken advice, ever. Didn’t work for anyone. 0/10 would not recommend.
Okay, let’s pause the Back to the Future adventure and head into real-time where you’re struggling to attract new customers.
The easiest way to turn things around? Make it easy for your customers to find you. If your business is a hidden gem or a local secret, you’re doing it wrong. You need to get yourself – and your business – OUT there to be found.
Don’t know where to begin? Try these on for size:
- SEO it. SEO (Search Engine Optimisation) is basically a virtual highway to help customers find you. Without it, you’re essentially asking them to trek dangerous back-alleys and got lost in the wild Interwebs in their attempts to solve their burning problems. Instead, you want to clear the clutter and create a streamlined, sign-posted, super easy highway to find you and your solutions. My fave resource for beginner-friendly SEO is: HERE
- Create – and execute – a sales funnel. I know sales funnels sound scary and complicated, but they’re actually really simple. The strategy behind them is that you want to create content that piques the interest of your target audience, and then bribe them to swap their email address for a value-loaded freebie they’ll love. Once you’ve earned that email permission, you can then focus your attention on converting them as a lead and, eventually, a customer. This is a great tactic for brands that aren’t as well-known and want to build their brand awareness and presence.
- Be active on social media. How can your dream customers love what you’re about … if you never have anything to say and share? Easy: They can’t. Which is why it’s a great idea to craft educating and entertaining content that builds trusts and makes it easy for your audience to discover your business online. Don’t worry – you don’t have to be on every platform every day. Choose one or two to focus on, max.
- Attend networking events. It might sound a little old-school, but networking events are a great way to connect with your community, develop your brand reputation and attract new customers. Most cities have a chamber of commerce that hosts local events, or if you’re on social media you can usually stumble across advertised networking events. And if you’re in lockdown, there are always virtual events to attend.
The takeaway cup: Your at-a-glance article summary
- Build a brand your customers can love.
- Actively create online and offline opportunities for your target audience find you.