Show notes

Episode 106- New customers online

Esther

Good morning and welcome to the Monday Morning Marketing Podcast. I'm Esther.

Melanie

And I'm Melanie.

Esther

And today we're talking about finding new customers online.

Melanie

Now, I do feel we've done this kind of to death, but we're looking, looking at this at a different way today.

Esther

Okay. Okay. Well, I mean it's always important to be always finding new customers. Yes. Don't you agree

Melanie

completely?

Esther

Because there's a big bad world out there and not everybody knows about you.

Melanie

Let's talk about the different types. Yeah, there are several.

Esther

Oh, there are very far too many types of different customers. Okay. So you have your brand new customers, people who have never bought from you before, maybe have only stumbled across you through your wonderful social media and your fabulous website and your brilliant SEO and they find you, they fell in love with you and they immediately wanted to buy from you.

Melanie

Jesus, no pressure there is it?.

Esther

Sure it doesn't. But in an ideal world, I mean your social media and everything else will be working perfectly. That these brand new shiny customers would just land on your inbox, I was going to say at your door. But no, in your inbox. So brand new customers are one option, but they're probably the hardest ones to get.

Melanie

Well, they would be the most expensive ones to get.

Esther

Yes. And your cost per acquisition. Yes, yes.

Melanie

But then you've got the former customers, the previous customer, the ones that may have fallen by the wayside. And sometimes if you haven't put them in the right place in your email marketing, let's say, and you haven't been able to think of ways to upsell or side sell or whatever sell to them, then maybe this is your opportunity to go back and say, okay, this is a relationship I have with them. This is what they purchased from me. Maybe this is where they're at now in their buying cycle and approach them with something else.

Esther

Yeah. Or with the same thing that they previously bought.

Melanie

Indeed.

Esther

No, it all depends on what you're selling too. But this is obviously ten minute podcast. It's going to be very generic. We can't go into each and every different type of industry that could be selling. But if you have, for example, recurring clients that come back to you on a monthly basis, you could upsell a new service to them. You could say, oh, by the way, do you know I also do this or I also sell this product or service and they might not know. I mean some people might have been your client for years and then just a slip comment of, oh, I really need a new logo. And you're like, oh, we do that. Oh, didn't know. So you never know what your customer knows about you and what they're just waiting for you to offer them.

Melanie

No, you're right. But there's different ways of getting those people. I mean the hopes for way of getting a client is for them to pay the full crack when it comes to your product or service is correct. But you could motivate some new or former customers with small and irregular discounts. That could be another motivation, another way of reaching a customer.

Esther

Absolutely.

Melanie

Can you afford to do a discount?

Esther

Absolutely. Or you could have a referral bonus, you see. Right. So that your existing customer recommends you to somebody else and you give them a nice little bonus or a discount or a freebie for their troubles, for the fact that they went out of their way to say Melanie of Stomp social media is brilliant or Esther of IPA Group is fantastic. These little things, it could be sending them a box of chocolates, it could be giving them 10% off. It's up to you. What you give them as this referral bonus?

Melanie

Absolutely. I mean, people do affiliate marketing as well. That could be another way of gaining new clients.

Esther

Absolutely.

Melanie

Influencer marketing is also another way of getting new clients. But there's different types of customers, isn't there? And I think what a lot of people neglect to think about is that there are internal customers potentially as well as external customers. So if you have an internal customer that's somebody within your organization or shareholders, employees, stakeholders of some description, depending on the size of your organization, of course. But they could become your customers where it doesn't always have to be somebody outside of your business.

Esther

Absolutely. And you have a whole sea of people who already know you as the individual that they already know that Melanie Boiling is fabulous, but they might not connect Melanie Boiling and Stomp social media training as one in the same. So you can go back through your list of potential clients from before, maybe people that didn't buy from you, people who got into your pipeline and then sort of filtered off before the end, people who are on your email marketing list, like you were saying that maybe they just need that little reminder. When's the last time you send an email just to say, hey, remember me? I'm here. Don't forget, you don't have to be sell, sell on everything for them to go, oh, yeah. I was just thinking about what I needed the other day, and now I have this fabulous email in my inbox from exactly the right person at the exact right time, you know.

Melanie

There is one other way I can think of a way you could find your customer, and that is by asking them to participate in your marketing.

Esther

Through generated content.

Melanie

Exactly.

Esther

Yeah.

Melanie

If somebody's had a good experience or you put up a poll or you're literally asking for feedback, you're creating content that will match what they're looking for because you've listened to your audience.

Esther

Yeah, exactly. And if it's a product that you've sold to somebody or over a festive period or over a specific date, ask them for reviews. Ask them to send the photographs after they have gifted it to someone. What was their reaction to receiving this product? Is it a product that can improve their skin? Is it a product that can improve their health before and after photographs things that you can then use and tag them in, and then they're going to share it and they're going to recommend you through that to their friends as well.

Melanie

And it doesn't always end at the sale, does it? I think after sales is incredibly important because it's all down to UX, the customer experience.

Esther

Yeah, absolutely. Once you get a loyal customer and they might not even be the ones that spend the most money with you, a loyal customer can be the one who just buys from you once but then talks about you and refers you and brings you in more clients and more revenue just from one person. If you find that one little gem, hold onto them.

Melanie

Yeah. Now I agree with that, definitely. But people put so much value on looking for new clients all the time or say referral is so vital. And I do agree. But if we had an actual focus on just those two areas, most of our businesses wouldn't last.

Esther

Exactly. Because you said it is so much harder to be coming up with new clients every time. So it is easier to hold on to a good client or a good customer and upsell resell side, sell whatever you need to keep them, and then they will start doing the selling for you. But if you are going to look for new customers online, be sure that you know your customer avatar. I feel like I'm just hitting the record and I've said this time and time and time again, customer avatar know who you're selling to know what you're selling, know what their needs are, and just hit their needs with what you have.

Melanie

And I also think there is no better time of year than at the beginning of the year to have a look at your customer avatar again. There's no harm in updating and changing it. None at all. Check through your analytics, see who has purchased from you more. Has the age range changed? Has the reason for changing changed? Because I think there's too much focus, frankly, on people who just think it's a type of person. It's actually a type of problem rather than a type of person. So go back, give them all a bit of a rejuvenation, a bit of a rejig. And I'm sure you'll be surprised because it's just a small tweak, a bit of changing messaging, and a bit of changing language in some ways. And that might even be enough to revitalize your marketing.

Esther

Absolutely. I agree with that. And on that note, we're going to end our first episode of 2022, and we hope to see you back next week for more Monday morning marketing. Until then, bye bye.

Melanie

Bye, guys. We do talk about customer advertise, a lot, don't we?

Esther

But they're so important. They really are. You can't have your business without one? Or four?

Melanie

Well you've got more than me.

Esther

Jealous.