How to help your customers find you

Do you struggle to find customers? Is it difficult to find the people you are sure need your product or service?

Have you already made contact but had no response?

It may be time to stop looking for new customers and start helping them find you.

Build your profile

One way to help customers find you is to build your profile.

The best way to do this is to put yourself in front of your potential customers in as many different situations as possible.

If you keep popping up in front of your target audience they may decide to check you out, or if they do receive a communication from you they will recognise you and are more likely to respond.

This is not a quick win strategy but something you need to work on consistently over time.

Where do your customers hang out?

To get in front of your target audience you need to know where they hang out.

Ask yourself:

  • What events do they attend?
  • Where do they network?
  • What groups do they belong to?
  • What do they read (blogs, newspapers, magazines and journals)?
  • What training do they do?
  • Where are they active on social media?
  • Who do they follow?
  • Where else do they show up?
  • Wherever they are, you need to be as well.

Once you have worked out where your customers hang out devise a plan so you can be visible in those places. It is unlikely that a potential customer will remember you after just one siting but if you keep showing up where they hang out you will start to make an impression.

What other social entrepreneurs do

I asked a group of social entrepreneurs who were attending one of my training courses to share how they get in front of their target audience. Here is a summary of the best practice they shared with each other and I hope will give you some ideas:

Speak at other people’s events and conferences
  • each month review future possible events and contact the organisers (schedule time called ‘conference watch’ in your diary each month)
  • build strong relationships with conference organisers – stay in touch and be as helpful as you can
  • publicise that you are available to talk at conferences on your website – have a speakers bio available and highlight previous times you have spoken
  • if you cannot get a main speaker spot, offer to run a seminar or workshop or to facilitate break out groups for the organisers
Host you own events
  • create and host one or a series of events designed to share your expertise with others
  • these might be expert briefings, round tables or training events
Research
  • conduct research into new areas to generate new insights – this will give you an opportunity to contact important people in your industry and give you something unique and interesting to share
  • publish your findings across different platforms
Exhibitions
  • send out invitations in advance
  • create a promotion specifically for people who visit you at the exhibition
PR
  • build relationships with journalists in your industry
  • find out what sort of content they are looking for and offer to write articles for them
  • become the ‘go to’ person for quotes and insights by responding quickly to requests
Write your own blog
  • create an editorial calendar designed to demonstrate different aspects of your expertise (i.e. insights, hints and tips, discussion)
  • blog regularly and consistently
Write guest blogs
  • write a target list of places you want to be seen (blogs that target a similar audience to you)
  • contact the other blog writers and tell them how you can help their target audience
  • create a guest blog proposal template so you don’t have to re-invent the wheel every time you approach someone new
Write for industry journals
  • write heavyweight articles or white papers for more academic journals
Be active on social media
  • create a plan on how you can use social media to raise your profile
  • if you are new to using social media focus on one platform at the beginning
  • be sociable, interact with people and build relationships
  • be active in relevant groups – post questions, comments and answers to other people’s questions as well as posting your own content

Please share your experience

Which of these do you already do? Which will you include in your plan moving forward?

Are there other things that work for you that you could share to help other social entrepreneurs? Please leave a comment in the box below.

Any questions?

If you have any questions, please get in touch. You can email me on suzanne@marketingforimpact.org and ask about this or any other marketing related question you have.

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About The Author

Suzanne Cleal

I run marketing training courses that help social entrepreneurs get more customers, build sustainable businesses and make a bigger impact. I believe that social businesses owe it to their audience to develop an authentic and successful marketing approach. With the right mindset, knowledge and tools marketing does not need to be difficult or take too much time and is essential to making a real difference.

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