Part 6
Marketing advice for new businesses
If you’re setting up your own business, here’s some advice on getting customers.
Know where your customers look
Your customers aren’t necessarily where you think they are. So if you’re advertising where they’re
just not looking, it’s wasted money. That’s why it pays to do a bit of research. Every time someone
contacts your company, ask them where they fund out about you. And act on this information so
you’re advertising in the right places.
Always think like a customer
What makes your customers tick? Find out, and you’re halfway to saying the right things in your
advertising. So take the time to ask them. A simple phone or email survey of your own customers,
politely asking why they use you, what they really like and what they don’t, is invaluable.
Make sure customers know you’re there
If a customer can’t see you, they can’t buy from you. There are loads of opportunities to promote
your business – print, press, direct mail, telemarketing, email and the internet – and using a mix of
these increases your chances of being seen (and remembered).
Ignore your customers and they’ll go away
It sounds obvious, but companies who talk to their customers have much better retention rates than
those that don’t, so it’s worth staying in touch. Capture your customers’ email addresses upfront.
Follow up a transaction to check they’re happy with the service and, if possible, send them updates
that are helpful, informative and relevant.
Know what works (and what doesn’t)
Do what the professionals do, and measure all your advertising. That’ll tell you what you’re doing
right – and where there’s room for improvement. You never know, it might just throw up some
information that could change your business for the better.
Dostları ilə paylaş: 
