How do you develop your customer portfolio? Many small businesses regularly ask themselves this question, without necessarily finding the right answers. What makes SMEs different from large companies is that they often don't have the human resources to prospect effectively. The search for new customers therefore seems time-consuming, especially as it interferes with their core business. Which channels should be used to target prospects? How do you communicate with new customers and win their loyalty? The Internet and social media offer new possibilities. All that remains is to define a successful communications strategy. Discover our 5 tips.
Leverage your website
These days, it's hard to do without a showcase site! Over 80% of users search for products and services on the Internet. Your showcase must reflect your values and your brand image. In a way, it's your online business card. Entrust its creation to a professional and keep the site up to date. If it's an online store, it must implement a strategy for acquiring new customers, offering a coherent path that facilitates conversion. Make sure your potential customers are accurately informed about your products and services.
Your site, whether it's a shop window or an e-commerce store, needs to be well referenced, so that Internet users can easily find you through a query.SEO (Search Engine Optimization) of the content may be a good idea. By optimizing your site for search engines, you'll appear on the first page of Google. Your customers can find you more easily. It's a long-term strategy, developed through an evolutionary process of improvement.
Create a company blog to attract customers
Blogs are a powerful marketing tool for small businesses. The articles are aimed at attracting prospects looking for practical information that the showcase site or store doesn't really provide. For a children's shoe e-boutique, for example, the blog might cover learning to stand or walk, or provide information on the harmonious development of children's feet, or advice from pediatricians. The aim is to redirect Internet users to items in the boutique.
In the case of small and medium-sized businesses, blogs are usually maintained by company employees. But if you're short of time, you can easily delegate the writing of your content. By entrusting them to a professional, you can be sure that they are SEO optimized. The blog strategy aims to convince the customer of our seriousness and competence, by passing on knowledge and influencing purchasing decisions.
A cycle e-shop, for example, can provide solutions to problems faced by cycling enthusiasts, explaining how to repair brakes, replace a cassette, etc.
Invest in Google AdWords and social networks
For fast results, an investment in Google AdWords is just the thing, as opposed to the slower SEO strategy. The search engine generates a marketing program that allows you to place ads on the Google results page. A garage in Montreuil, for example, could place ads for "car repair in Montreuil", or target different services such as winter tires, manufacturer servicing, car detailing and so on.
You can use the same strategy on social networks by investing in ads presenting your services or products on Facebook or Instagram. If you can afford it in terms of budget and time, there's nothing to stop you from creating a YouTube channel to act as a video blog. Using the example of the bicycle store, you can post videos showing how to maintain your bike.
Participate in exhibitions and trade fairs to find customers
A regular presence at trade shows or participation in corporate events helps you make personal contact with future customers. You can implement strategies aimed at collecting contact details. But it's all about making a good impression. Some small businesses exhibit their services or products in shopping malls. Open houses are another possibility.
Trade fairs and exhibitions are an opportunity to rediscover the virtues of paper marketing. Printed media such as business cards and posters are still essential for getting the word out. To a lesser extent, you can also rely on newspapers and magazines, even if their readership is declining. Generally speaking, you're more likely to reach an older audience by advertising in local newspapers. So you need to identify your target audience carefully.
CRM, relaunches and targeted advertising messages
More and more companies are using CRM (Customer Relationship Management), a solution for digitalizing customer relations. This type of tool makes it easier to respond to customer expectations andtrack prospects via databases to increase conversion rates. The aim is to offer potential customers a personalized path, which can take the form of e-mails, but also prospecting calls.
Small businesses are well advised to use a CRM to manage their customer portfolios, so as to automate most tasks and unlock value while saving time.