A large challenge for most small businesses is getting people through your door
Not your competitors
So here are 5 techniques you can try to do so
1) Give a compelling reason
Offers are a great way to get new customers through the door. They attract people who otherwise may never of have even known you existed
But just a 10% off your next order won’t cut it
Don’t be a penny pincher! Their lifetime value will make up for the discount
If you want to attract new people to your front door with deals. you need a compelling offer
At least 50% off is a good start, but freebies are better
‘FREE’ is the most compelling word in business, use it!
It also has to catch their eye. Make it quirky, make it fun, encourage sharing.
People are tired of the old ‘25% off your next order’
Then share it everywhere!
On your facebook page, on flyers or banners, and to your existing customers. Let them share it around
People won’t just magically know about your offers. You have to show them and tell them
2) Look busy
Social proof is a term thrown around a lot in the world of online marketing and e-commerce
But it is such as valuable tool for you to utilise
If a store/ establishment is seen as busy people will naturally assume that you are good
Even if you’re not! Which in turn attracts even more customers
Use this to your advantage
For service based companies try adding a short (fictional) waiting list, create a “we are very busy, and will get back to you as soon as we can” auto response email
For product based companies try (apologetically) advertising that you have almost sold out of a popular item
This may seem counterintuitive, but it adds the social proof needed to make it look like you are really busy
And therefore… very good!
3) The only option
You can also use the old trick of ‘if you can’t beat them, ignore them’
Many people will just present themselves as either the best option or just as an alternative
People know this to be a bias opinion or it may simply not entice them
But simply rewording this to “The {your profession} of {your area}” or “{Your area’s} chosen {your profession}” can have a massive impact
This does not incentivise that there is any competition in the area, whether there is or not is not important
When they are next in need of what you do, they may not even think that there is another option
4) Leverage competition
In some instances that isn’t possible as people may be aware of the larger companies in the same market
If this is the case, use them to your advantage
There is nothing to not admire about a self proclaimed underdog
In 1962 a car rental company in America called ‘Avis’ knew they weren't the market leaders in the industry and played the underdog card perfectly
They released an advert stating “We are No.2, But we work harder” and sure thing it managed to close the gap significantly on the top spot (Click here for more on Avis’ campaign)
By acknowledging your competition but driving home your USP you can use their size grow yours.
Be authentic and don’t be afraid to jump on the bandwagon
5) The Revolving Door
It’s good to attract more customers but increasing each customer’s lifetime value is equally as vital
One loyal customer can easily be worth 10+ one time only customers
If you want to bring back existing customers
Reward them for their custom
Give coupons to people along with receipts
Loyalty cards with free prizes for rewards
Or, kick it up a notch, incentivise referrals. give money back or offer discounts for referring more customers
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