Having a stable customer base for your business is like building a strong foundation for your house. With a good foundation, you can weather any storm or flood that comes your way. Your customer base helps you run your operations smoothly no matter what economic crisis happens.
Building customer diversity within that stable client base is you reinforcing that foundation, so that it withstands even the test of time. Most companies overlook the importance of having more than one type of clientele. They ignore the fact that the world around us is changing and people’s taste also shift with it. What is popular and innovative to mothers back in the 50’s may not be what moms in 2019 want. By ignoring the need they also pass up the chance to for more sales and company growth.
To help you see why incorporating variety into your client base can improve your overall brand’s return of investment, here are three simple facts.
The Reality of Ideal Customers
It’s normal for a business to have an ideal customer. This ideal customer fits your definition of what type of person you want as a buyer. For example, if you own a marketing agency, you might want businessmen who own e-commerce sites as your clients. If you sell jewelry, you might target customers who are getting married or those about to get engaged.
It’s also not uncommon to attract the interest of buyers who don’t fit your ideal customer. You might, let’s say get buyers who are not couples, but instead mother’s buying gifts for their daughters. You’ll have college kids purchase jewelry for their graduation. You can even have kids buying friendship rings for their best friends.
The challenge with having a diversified clientele is knowing where to begin when you’re putting out promotional materials for them.
Not Everyone Who Subscribes to You is Ready to Buy
In the same way that not everyone fits your idea of a perfect customer, is the reality that not everyone who goes to your site and becomes a newsletter subscriber, is actually intending to buy. Some are just window shopping- others want the important information you might give to your subscribers.
This tidbit of information makes it necessary for you to distinguish those who want to buy and those who are just “window shopping.” Understanding the terms prospect and leads come in handy during these situations. You want to pinpoint the “leads” a.k.a those who haven’t fully decided to buy anything yet. The “prospects,” people who are already in the buying process with you but hasn’t completed it yet.
Differentiating between two types of leads is also essential, that way you can tell who is near becoming a prospect and one who is just getting to know your brand.
There’s More Sale in Multitudes
Having one type of customer may seem like the best platform for business. You have a collective group of people who have the same preferences which make it easier to market to them. However, limiting yourself to let’s say selling your products only to mothers aged 25 decreases your chance of getting more sales.
Broadening your client base, and acknowledging that you have to cater to different customers helps you improve your campaigns and close more deals. Take a look at the example below to get a clear idea of what we’re talking about.
Imagine you’re selling easy slip-on baby diapers. Your ideal customer is a young mom, in her early twenties. Presumably, this young mother is also working mom who likes getting the task of changing the diaper done quickly. Aside from young moms, what other types of buyer can you possibly attract with your product?
You could sell it to:
- Mothers in their 30’s
- Mothers in their 40’s
- Single fathers
- Stay at home parents
If your marketing team manages to bag, let’s say $14 million selling your product and promoting it, how much more can you earn if you added Mother’s in their 30’s and 40’s in your list of targeted customers?
How to Attract More Customers To Your Business?
- Use Structured Content
Create ads and written content that targets your desired new audience. Showcase how your product solves their problem, e.g. difficulty in changing dirty diapers. Choose examples that portray the audience you’re aiming for. If you want to get moms in their 40’s to buy your slip-on diapers, then you create a tagline that they can relate to.
- Opt for Relatable Imagery
Go for images that your new audience will feel a connection to. Back to the diaper example, you can use images that portray a 40-year-old mom with her kids, in a scene that most mothers in their 40’s can relate to.
- Give Out Promos and Discounts
Release freebies, coupons, and discounts that they would appreciate. A young mother who has no experience in parenting would be happy to get an infographic on baby care. But, a mom who has had three kids might prefer something different. A little research will help you come up with possible promotional materials that will be useful and relevant for mothers in their 40’s.
- Reach Out to Other Industries
Working in partnership with other industries related to what you sell, can help you gain new customers. A simple example would be getting together with a company that sells baby care or even baby clothes. Do note: that it is essential to pair with a product that helps boost awareness about your brand. Choosing a company because it’s famous isn’t a good move to take especially if it doesn’t bring out the Unique Selling Point of what you offer.
Diversifying Made Easy With Marketing Automation
A Marketing Automation tool will help you find possible new clients through its accurate visitor tracking and activity record keeping. You can cut down your planning time in half by using an automation tool because it will help you see essential information such as leads, pages viewed, products relevant, age, location, viewing time and many others.
This data will make planning your next campaign easier since you have the information you need. Using automated follow-up, you won’t have to worry about having to sending emails manually to your subscribers.
Customer diversity isn’t optional if your aim is to increase your sales. With a diverse client base, you can open new opportunities for sales and building lifelong clients. With a tool like Marketing Automation you can cut down your sales cycle and campaign building time; so you’ll reach more customers with minimal effort and less the time.