No matter which business you’re in, getting paying customers with a steady pace is of utmost importance to building a business that will thrive long-term. Long gone are the days of ad agencies and PR campaigns as the main means for marketing – nowadays marketing needs to be integrated with all the parts of business, such as operations and product development. Well, at least if you want to see great results, and that’s what this article is about. These best practices are quite simple ones, but in business it’s sometimes easy to neglect the fundamentals – I’m trying to apply these every day when I work to grow our business with the team of our company, BeastsOfPoker.
Let’s first acknowledge a few simple facts about growth marketing before we jump into the actual tactics & best practices of doing it:
- Fact 1: How well you acquire new customers will be the biggest predictor of your long-term success
- Fact 2: Customers won’t become customers by themselves. You have to make it happen with a reliable system in place, or you’re bound to doing a lot of manual work over and over again.
Taking into account these two facts we can come to the conclusion that you must be able to acquire new customers in a reliable way, and the less systems you have in use for acquiring customers, the more time you will be spending in so-called leg-work through sales efforts. And doing prospecting manually and calling-calling people is simply very time & energy consuming.
So how do we get around that then?
Best practice 1: Start with the problem, not the product
Many entrepreneurs love their products, art or services that they sell to their clients. But, our customers usually only care about the problem, for example ‘I need more sales’ or ‘I need more aesthetic beauty in my life’ or ‘I’m bored’. For this reason, in all your communications it’s better to say it out loud what problem exactly you’re solving. This way your customer will be on the same page with you.
So instead of saying:
‘We have the best hamburgers in town!’
Say something like:
‘If you’re feeling hungry, and you’d like something delicious to eat, we happen to sell the best hamburgers in town.’
Best practice 2: Utilize the state of mind for each marketing channel
You should tailor your marketing message to suit the channel it’s being displayed on. Here are few examples of typical states of mind that people have in different channels:
- Facebook: If you’re scrolling mindlessly through your news feed on FB, you’re most likely a bit bored. Maybe looking for something exciting happening in your social circle. Therefore, you should aim to cheer them up a bit with your Facebook ads!
- Google: There are 3 different kind if queries that people run on Google: Navigational, informational and transactional. Navigational searches happen when someone is looking for a specific website or a brand, informational searches are about a broad topic and transactional searches are made with the intent to make a purchase. In all of these cases, the person is looking for help from Google on how to solve their problem. Give them a very good answer to the problem if you want to rank well in Google!
Best practice 3: Build trust & provide value instead of pushing the sale
Have you seen the movie ‘Boiler Room’? Even if those high-pressure sales tactics were useful in the 1980s & 1990s, you don’t have to go into tactics like that anymore. You can just show your customers that you can help, and build trust by providing value first instead of chasing the deal.
If you can set up an email campaign for people joining your newsletter, you can even automate this process. In that campaign, you should not try to sell anything, but educate them to better understand how to solve their problems – people will start to trust you if you do this properly. There are also other means to do this with, such as free trials, webinars, blogging and freemium versions of your services.
Whether you’re in B2C or B2B business, you should ask yourself how you can provide value instead of chasing the deal – this will be a game changer for many people, and it certainly was for me!
Johannes is a copywriter & entrepreneur who loves creating content that gives people actionable ideas. He spends most of his time reading & writing articles, but also enjoys meeting new people in business.