The importance of having good customers.

The importance of having good customers.

How to get good customers, especially when we are just starting out.  We all know that as a small business the first thing we need is customers. Every business must build on its first few sales. In doing this you build both financially and in confidence. However, a bad customer can destroy them both. It is cash flow and confidence that carries a small business through the hard times. Although it all sounds great to have only the customers of your choosing, it’s often the case that you need any customer you can get. However, it is important to note that as you build confidence you will start to understand that there are the right customers to deal with.

What is a Good Customer?

A good customer is one that understands the value that you or your product bring to the transaction. For example, if you sell a high-quality service or product a good customer understands that haggling for a better price is not the best way to approach the transaction. Instead, they understand that quality has a price. Therefore, it is so important to understand what value your business has to the “good customer”.  If you can understand why you do what you do, that message becomes clear. It will then attract the right customer. Back to the example, if someone is after a cheap product then they know they can’t get it from you. They will get it from someone else who sells a cheap product. Once you understand your offer then you can target your business to the right customer.

Finding a Good Customer before the sale

First, you must listen to what a potential buyer is saying to you. The way they approach the transaction will determine the value they place in you. This will give you signs of the way they treat you when they are a customer. Here are a few things to look for before taking on a new customer:

  1. The way they talk about the price – Haggling or giving you quotes from competitors
  2. Are they aggressive? – Do they give threats about the service they require (do this or else)
  3. You give them a price and then you have to justify that your product is worth it. This should have been done before the price is given
  4. They want you to drop everything for them

These are just a few things and obviously not binding on all parties, but if you have had a bad customer remember the way they approached the sale. The saying “something left a bad taste” You must remember what it looked like before you tasted it. There are signs that things will be hard work if they continue. We must remember as a small business who you deal with will affect your whole life, (family, lifestyle, etc.).

How to get the Good Customer

Here are some ways to get a good customer:

  1. Know your offer – understanding exactly what you will bring to a potential customer
  2. Know who your offer fits best – Target the right customers so there is no mistake or misfit.
  3. Have a certain procedure that you must go through before you deal with a potential customer. – It could be a certain set of questions that you ask them before going any further. We use the Why questionnaire as it shows us the level of commitment someone is willing to take to work with us.
  4. Identify the good customers you already have and reflect on the transactions you have with them – what is it about them that makes them so good to work with.

Running a small business is hard work and takes a lot of dedication and confidence. There is really no such thing as a bad customer. There is, however, a certain customer that may not fit your company. This can lead to bad experiences. Gaining any customer takes a lot of effort so if you already have good customers look after them. They are hard to find.

Marketing is Changing

Marketing is Changing

What is Content Marketing?

With the internet the consumer now has control. Most consumers will research a product before they will even think of contacting you. There is advertising but this becomes expensive and is short term. Now there is an intelligent way of getting your brand known and recognized for the longer term. It’s called Content Marketing. It’s a way of selling without using ads. It is more about giving valuable information to someone who would be interested.  

Watch the video to understand how!

Here’s how it works.

You create videos, blogs, and other material that solves a potential customer’s problem.
Let’s say you make a product that helps someone to do organise their storage and reduce clutter. Instead of just talking about your product, your content should be about ways to help someone reduce the clutter.

In this way, someone who wants to find out how to “organise their space” will see your content online and get value from it.

 

Problem – Solution – Trust

What happens is when that person gets value from your content, they will start to trust your brand. It’s like you are the expert in the area and you are there to help them. Over time they will start to get more value out of your content. So, when they are ready to buy, they know who to go to. You!
They will also start to become your biggest fans and pass the word on to their friends. It works on this simple concept. People want solutions to their problems.

 

Start Solving Problems

So, start solving problems. That way you will gain an audience that values what you do and more importantly trusts you.

What are Keywords

What are Keywords

Keywords are one of the most important attributes to Search Engine Optimisation (SEO). Simply put, being found on Google. They are placed on the front and back of your web pages. So, what are keywords? They are the phrases that a website uses to give search engines such as Google information about what your page is about. Google will then match a website’s keywords with the terms and words that people are searching for.

Terms and phrases

When someone uses Google, they will enter some search terms. Google will then match them to a website that has these or similar terms. So, it is a matching process. Although this is a simplified explanation, there is so much more to SEO.

How it works

To make it simple on this webpage we have used the term “what are keywords” as this is the keywords we are optimising for. We have put this term in certain places on the page and tried not to overuse the term as Google will see through that. When someone Googles this term or words similar, if we have done all of the other things needed, we will be given a high rank on Google.

Other issues relating to keyword SEO

The link or URL of the page should have these terms in them. The information should be about the keywords. And it also helps to link this page to other pages on the website that have similar information. For example, we also have a page that talks about how to link your website pages to gain better search engine optimisation. When you read this page, you will understand more about the intricacies of SEO.

Need help being found on Google?

If you need help being found on Google just talk to us as we can help out.

 
How to link your website pages to gain better Search Engine Optimisation

How to link your website pages to gain better Search Engine Optimisation

Linking pages on your website is a great way to increase your ranking with Google and other search engines. The best way of doing this is by using the keywords used for the page as links to the connecting page. That means with every link there should be an accompanying keyword or key term. We all know about keywords on your pages and what they will do for Google search rankings. Read more about them in this article What are keywords?

Using keyword and internal links

When creating content for your website it is good to reference other pages on your website. Google loves it and will rank you higher in searches. This is simply linking relevant information to each other. So when designing the structure of your pages especially with content marketing here are things to consider.

What is your page content about

Let’s say on a web page you are writing about solving an issue (an issue related to customers in your industry) with a product of yours (the product that can solve this issue). Try the following:

Similar stories

You can reference other pages by inserting a link to another web page within this page. Use a phrase from the other page to imply that the page you are linking to is about the keyword or phrase you use as your anchor. For example, on this page, you can have a search term “how to solve a particular issue” (obviously insert the issue that relates to your industry). You can have a search term that talks about another issue which is related but different. Create a page that talks about the other issue (if you haven’t created one already) now put a link to that page. The optimised terms on that page are the wording that you have used in the link. For Example, “next-issue-facing-our-customers”.

Here’s how it’s done

In the first paragraph of this story, I talked about keywords and I used the line “Read more about them in this article What are keywords?. The relating page is called “what are keywords”. The full URL or link of this page is www.assertivemarketing.com.au/what-are-keywords. The words on this page are the same as the Link “What are keywords” this has now tied the term and the page giving more value to the term. When you click on this term you will go to the other relating page about keywords. On that page, you will see a corresponding link back to this page. Thus the 2 topics are related and linked. Google will like this and rank the pages higher.

A better way to promote your business on Social Media

A better way to promote your business on Social Media

This is an issue that I come across all the time. Most small businesses are busy with their day to day activities and will find it hard to promote themselves.

So, I just wanted to touch on how you can promote your business in a more efficient manner.

One of the easiest ways to promote yourself is on social media.

This seems like a normal process of getting noticed it is actually part of a growing trend in the marketing industry. This trend is called Content Marketing.

 

Content marketing

Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action. It is different from the advertising model where a business will pay for specifically written ads, Content marketing is about building an online interest from a potential customer.

However, a lot of solar businesses are simply just putting their installs online hoping for someone to notice. This is ok as at least it is doing something but there is an easier way. Here are some steps I suggest you take.

 

Have a plan

One of the most important elements of social media or content marketing is consistency. By having a plan to follow you can keep the consistency that is so important. In this plan answer the following:

 

What do you want to achieve?

More sales, better brand recognition? By answering this question, you can work out what content you will need to produce.

 

Who do you want to target?

Is it a commercial business or the consumer market?

 

What are your strengths?

What are you good at? What makes you more profitable? There is no point in getting a project where you will not make money. If you are building a business, it is better to get the jobs that work for you. Find out what they are.

 

What problem are you solving?

Now that you have worked out what is best for your business your target audience will become clearer. This audience must have a problem to solve. You start with a problem your customers or potential customers may face. Then you solve that problem. If you are helping them out and if you are true to what you say they will start to trust you.

 

The type of posts

As mentioned earlier you are now no longer posting about your installs and how great you are. You are posting about a problem you have solved. Sure, you can use the pictures and videos, but the message has changed. Something like Customer “A” wanted to solve a particular problem, you solved the problem with a product that you sell or make. They now have a better… You get the picture.

 

Lead them to your website

Your website is the only digital asset that you own. Social media platforms are not yours and are therefore shared by everyone even your competitors. Your post should lead the audience to find out more on your website. The story that you have written must be posted on your website. What is put on social media is a snippet, a picture and link that goes back to your website. From here you can own the customer and give them an experience that is truly yours.

 

Being found on Google searches

This strategy even works with website optimisation (or being found on Google). People will search for that problem, if you answer it then Google will give you a higher ranking. They will find your story (that is posted on your website) and click on it to find out more.