Getting customers is easier if you have a clear idea of who they are. A lot of companies try to market to everyone, which means that they ultimately appeal to no-one. Focus on your best customers: see who comes back consistently, who spends the most money, and who recommends you to others. Identify their age gender the reason they came for your service, how they found you and why they continued to come back. Then marketing to them is a simple as talking to a friend.
The most profitable first step for most small and local businesses is to be easy to find when people are searching beginning with a fully optimized Google Business Profile. Fill out every section, upload new photos of your office, store, or team, publish regular business updates, keep hours and service details current. When searching on Google “near me”, the map pack is where most of the phone calls and traffic are going to be won. Couple that with a lean fast mobile-friendly website that clearly states what it is you do, who you work with, and how to get a hold of it; if visitors can’t quickly understand why they want to choose you, they won’t stay.
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Referrals and reviews are still two of the best forms of marketing because they are coming from people, not from the business. Set up a bite sized process for requesting reviews from your happy clients at the high point of the result. Reply to all reviews with a poker face, even the bad ones. Then, make referring you simple. A basic referral system that benefits both the existing and new customer eliminates friction and creates a plan to consistently generate great leads with happy clients.
You get visibility just by being present where your potential customers already are. If you can consistently offer valuable, predictable content over time on the platforms they use for entertainment whether that be TikTok or YouTube, a Q&A blog, or a newsletter you’ll earn a place in their minds. (Earned email lists often outperform most paid activity, because someone has already opted-in, right?) From there, it can be easy to foster community, create neighborhood economies of cooperative business, and run a few paid ads in the right places to accelerate.
All of them require sustained action, and time. Continuous marketing effort is the handiest approach. It involves building a positive reputation, remaining noticeable and accessible, making the call to action easy and taking action using channels that your potential customers will actually use. Focus on those channels first and do so consistently and learn from real customer behavior, until the signs reveal that this is the way to bring the customers on.