A significant challenge for companies and their marketing and sales departments is to convert potential customers into closed sales. Currently, the market is very demanding. There is more and more competition, so the customer’s experience is one of the most critical factors. It depends on it to return and become a safe customer.
As an entrepreneur, you must focus on the customer and seek a satisfactory experience at all contact stages. From the moment potential customers contact you through a phone number to the moment they receive their order, to verify that they were satisfied with the support service.
How to identify potential customers?
Potential customers are nothing more than people interested in buying the product or service offered by your business or company. It is known in marketing as “lead” since it is not yet a sure customer, but your business or company’s job is to get potential customers to make a sale and return more than once to purchase your products or services.
It is not difficult, but you must create appropriate strategies to get the results you want, starting with creating advertising campaigns that help you get higher positioning and visibility than the competition.
5 steps to capture potential customers
Define your buyer persona
To capture potential customers, you must first be sure of who they are. To achieve this effectively, the ideal is to conduct an in-depth study of the market segment to which you belong, and therefore, audience analysis and segmentation. Finally, you can define your buyer persona, which is the fictitious representation that represents your customers.
This form is a complete representation for defining customers since it considers people’s opinions, how they express themselves, what they want, and their primary needs.
Apply SEO and SEM techniques
When you manage to apply SEO and SEM techniques, potential customers will see you first before the competition, and you will be able to have sales for sure. It’s unnecessary to spend too much money on this; only what is needed to position yourself in the search engines, and one of the main strategies is content marketing.
When you already know your customers, you can create real interest content; it must be written based on the best SEO practices because it’s the best way to increase your visibility and be in the first Google search results.
The SEO techniques will allow you to attract potential customers that will lead you to sales. The best thing is that it is an organic and free strategy. However, the SEM technique, which by opting for a paid plan, offers a much more complete option that will help you increase your visibility in search engines and create alliances with other websites’ content.
Create and offer free materials
If there is one valuable content that customers appreciate, it is the free material you can offer them. As an entrepreneur, it is an excellent strategy to have a database of potential customers.
It is content that covers the need or problems of customers and shows possible solutions to problems. The free material is ideal for your business or enterprise to demonstrate knowledge and authority on what you offer. So you will achieve good relationships with the public and get data leads that you can nurture to get more closed sales.
You may wonder what free materials you can offer, which will depend on the sector where you work. Still, they can be e-books, templates, and even online courses or demonstrations of what your customers will get when purchasing your service.
Start an email marketing campaign
Marketing campaigns have an incredible impact on potential customers. When you already have a whole database of people interested in your services, it is ideal to launch one via email.
Nowadays, it is very easy to create them because several tools allow you to program the campaigns without being an expert. What do email marketing campaigns consist of? Potential customers will receive an email with an offer or some kind of content about your services or a new product you are offering. The idea is that you create eye-catching emails that don’t look like spam and that potential customers decide to open them because they find them interesting.
Promote yourself on other websites
A good promotion is essential in any aspect that includes sales; that’s why it is necessary to take advantage of other websites’ social networks and make yourself known. How can you do it? By paying for advertisements or acting organically.
If your company offers insurance policies, the idea is to promote yourself on pages that sell cars, houses and offer travel or pages related to health.
What should you consider when you analyze potential customers?
It would help if you took the time to get to know your future customers to understand their specific needs better and meet them. Knowing them in depth will help you know what they like to consume and how to adapt your product or service in the best way.
Create specific strategies for each customer type and develop new ones to increase closed sales and build customer loyalty. When analyzing customers, there are no limits; the most ideal is to have a wide variety of data to achieve a real profile of them, which fits the reality to get the most out of it.
To follow up with your audience, you must enrich your relationship with them. You can do this through different media or electronic channels, including webinars or educational materials that have value.
