In today's competitive world, for every idea we have, there are dozens of businesses doing the same thing. As a business owner, this makes it incredibly difficult to capture the attention of potential clients (also known as leads in marketing). We understand that as an entrepreneur, most of your time is spent on activities like managing your business, hiring the right people, maintaining your website, or finding new products, leaving little time to generate strategies that attract leads. Do you relate to this? Or are you just looking for new strategies to grow your business? Whatever your motivation, we're here to help.
In this article, we will cover: what potential clients are, the types of potential clients, and the 10 best strategies to attract quality leads.
What are Potential Clients?
A potential client is, as the name suggests, a person or organization that could become a consumer of a particular brand or company. Potential clients of a business share common characteristics, such as age, gender, interests, or purchasing power. To define who your potential clients are, you need to analyze existing clients or define your ideal users, understand the benefits of your product, research your competitors, segment your audience, and finally, define your market niche..
Types of Potential Clients
To better understand your leads, and therefore create more effective strategies to turn them into frequent buyers, we classify them according to their purchasing habits. Let’s explore the types of potential clients:
Potential Clients by Purchase Frequency:
Frequent Clients: Buy regularly.
Regular Clients: Buy less frequently but can increase their purchase frequency.
Occasional Clients: Buy only on occasion, typically when there are special offers or other motivating factors.
Potential Clients by Purchase Volume:
High-Volume Clients: Purchase in large quantities and generate significant revenue.
Average-Volume Clients: Purchase at a moderate rate.
Low-Volume Clients: Purchase small quantities but may increase their frequency.
Potential Clients by Influence Level:
Influential Clients: These leads are very engaged, know the product well, and talk about it with others. They are ideal for helping grow your business.
Strategies to Attract Quality Leads
We refer to quality leads because these strategies focus on attracting leads that are highly likely to convert into buyers. These strategies range from online efforts to in-person initiatives that help spread the word.
Here are the best strategies to attract potential clients:
Create a Strategic Website
Create Forms to Grow Your Database
Engage in Conversations with Clients
Produce Relevant Content
Leverage the Power of SEO
Share Client Testimonials
Create a Referral Program
Collaborate with Complementary Businesses
Partner with Social Media Influencers
Host Brand Activation Events
1. Create a Strategic Website
Your website is where your leads find you, learn about you, and leave their contact information for follow-up. Many of the strategies we’ll talk about are digital, and they can only work if you have a professional website that includes all the elements your customers may be looking for (your story, products, contact information, policies, etc.). Make sure the design is intuitive and navigation is easy, both on desktop and mobile versions.
If you need help creating a professional website and learning what elements it should contain, we are here to assist!
2. Create Forms to Grow Your Database
To get more leads, you need to create a database where their relevant information, such as name, email, phone number, age, or birthdate, is stored. A form on your website allows visitors to leave their details, and automatically captures and stores this information.
Through a form, you can gather key details from your clients, for example, asking them how they heard about your company to understand which marketing campaigns are performing best.
3. Engage in Conversations with Clients
Speaking personally with your clients allows you to tell them about the benefits of your product, your company’s mission, or what makes your business unique, as well as answering their questions and making personalized recommendations.
Chatbots are a great way to do this automatically. You can even program automated responses if you're not online.
Did you know that businesses using chat to engage with clients often see an increase in sales?
4. Produce Relevant Content
The more your business appears on various channels, the higher your chances of attracting new clients. Inbound Marketing is the practice of using valuable and engaging content to attract clients to your brand. Some effective ways to do this include:
Social Media Posts: Create personalized posts for social networks that align with your specific goals.
Start a Blog: Blogs not only improve your SEO strategy but are also an excellent way to keep clients informed about your business and industry.
Email Marketing: From weekly newsletters to product launches, emails generate leads when the content is short and engaging, and the CTAs are bold and enticing.
5. Leverage the Power of SEO
SEO (Search Engine Optimization) refers to the strategies you implement to help your website rank higher on Google when someone conducts a relevant search.
6. Share Client Testimonials
Often, clients make purchase decisions based on the experiences of others. Sharing positive reviews and testimonials from existing clients on your website (with their permission) can be a great strategy. This can be in the form of recommendations or success stories.
7. Create a Referral Program
What better way to attract new leads than through recommendations from your existing clients? By creating a referral program, where your clients receive benefits for bringing in new leads, you’ll be growing your contact base organically and effectively.
Start by creating a benefits plan that specifies what clients will receive for referring new customers. Then, create personalized coupons for both your current clients and the new ones who are just discovering your brand.
This strategy has proven effective for companies like Yoigo, Uber, Rappi, and American Express.
8. Collaborate with Complementary Businesses
Unlike competitors, a complementary business sells a product or service that pairs well with yours. A classic example of complementary products is wine and cheese. Let’s say you own an artisanal cheese business, and another brand sells premium wines. You two could collaborate and create special packages with discounts or give away samples of your cheese with every bottle of wine purchased. Think about a product or service that complements your business. Then, brainstorm creative ways to offer consumers a sample of your business or a tempting discount.
9. Partner with Social Media Influencers
An influencer is someone who can influence others' purchasing decisions. They usually have deep knowledge about a topic and generate trust and credibility among their followers.
Consumers are willing to listen to their opinions because they are seen as authentic people. Depending on your business, it may be worth partnering with influencers, as they can help generate interest in your product or service by sharing their genuine opinions through reviews.
10. Host Brand Activation Events
Everyone loves free stuff, especially food and drinks. Whether it's a conference or a picnic, events are a great opportunity to meet new potential clients and let them meet you! Surrounded by food and fun, this strategy is an informal way to create interest in your product or service. It’s completely acceptable—and even recommended—that you come prepared with free samples or giveaways from your business. To create event invitations, sell tickets, collect RSVPs, and manage your guest lists from the comfort of your website, use our event sites. Now you know, implementing strategies to attract potential clients is something every business should do. Choose the strategy (or strategies) that are most aligned with your business type and product, and get creative to grow your client base! Publicado por Tere Metta Blogger & Growth Marketing Specialist
