The goal of advertising and marketing is to attract new customers to your business and keep existing customers. Fortune 500 companies spend thousands, sometimes millions, of dollars yearly researching ways to penetrate new demographics.
However, with the right strategy, your business can market itself to previously untapped groups of consumers, all while keeping your existing clients interested in your services.
Take your marketing to the next level by effectively targeting the following four groups in your next advertising campaign:
1. Existing customers
The best way to keep your existing customers is by continuing to show the value your company brings them. A good place to start, if you have contact information for all your clients, is to regularly send updates on new products and sales through email campaigns and on your social media websites. This makes your loyal customers feel like they are always first in line to take advantage of the services they enjoy the most about your business.
2. Your competition’s customers
Consumers who buy equivalent products and services from your competitors are already interested in what your company has to offer. To reach them, it’s important to factually compare your products in a way that shows they are superior to what the competition offers. Also, research the way your competition promotes its business to see if you are missing out on an opportunity to be seen or heard.
3. People who buy similar services
These potential customers are interested in products and services similar to what you offer. For instance, your company may offer pest control services, but if your materials are eco-friendly, consumers who tend to buy eco-friendly products may be drawn to your company. To reach this audience, find the publications and websites these consumers read and tailor an advertisement highlighting the specific things about your business these consumers will enjoy.
4. Consumers who purchase substitute products
If your company sells tile, your direct competition is other tile companies. However, you are also in competition for consumers buying wood flooring and granite counter tops. To get these potential customers interested in your company, consider adding photos to your website and promoting more than your basic services to showcase the diversity in your business.
The mission of the Better Business Bureau (BBB) is to be the leader in advancing marketplace trust. BBB accomplishes this mission by creating a community of trustworthy businesses, setting standards for marketplace trust, encouraging and supporting best practices, celebrating marketplace role models and denouncing substandard marketplace behavior. For more information, please contact Kristi Pena, regional PR manager for BBB, at 210-828-9441.
