Small Business Growth through Quality Customer Acquisition

Small Business Growth through Quality Customer Acquisition

Securing Success Navigating the Journey of Small Business Growth through Quality Customer Acquisition

Securing success

Securing Success: Navigating the Journey of Small Business Growth through Quality Customer Acquisition

The significance of acquiring quality customers is paramount, particularly for a small business. As a small business, the initial focus is on securing customers to establish a financial foundation and build confidence. However, the wrong customer can jeopardize both cash flow and confidence, crucial elements for navigating challenges.

What is a good customer 

Understanding what constitutes a good customer is pivotal. A good customer comprehends the value your business or product brings to the transaction. For instance, if your business offers high-quality services or products, a good customer recognizes that negotiating for a lower price may not be the best approach. They understand that quality comes at a price, emphasizing the need for a clear understanding of your business’s value proposition.

Before the sale

Identifying a good customer begins before the sale. Listening to a potential buyer’s approach provides insights into the value they place on your business. Warning signs may include aggressive behaviour, haggling over prices, or demanding immediate attention. Reflecting on these interactions helps in discerning potential challenges.

 

To attract good customers, consider the following strategies:

  1. Know Your Offer: Have a comprehensive understanding of what your business brings to customers.
  2.  Target the Right Customers: Identify the customer segment that aligns best with your offerings to avoid mismatches.
  3.  Establish a Screening Procedure: Implement a set of questions or a structured process to assess a potential customer’s commitment and compatibility.
  4.  Reflect on Existing Relationships: Analyse interactions with current good customers to identify common traits that make them ideal to work with.

While running a small business is demanding, the focus should be on finding customers who align with your company’s values and offerings. Recognizing that not every customer may be the right fit prevents potentially challenging experiences. Taking the time to nurture and appreciate good customers is vital, considering their rarity in the business landscape.

Tips for small business on your Content Marketing on social media

Tips for small business on your Content Marketing on social media

Tips for small business on your Content Marketing on social media

Tips for small business on your Content Marketing on social media. As a small business owner there are many things to keep in mind when you’re thinking about your Content Marketing on social media. Here are some tips that will help you get more out of your activities.

1. Give it time

Creating good relationships with any audience takes time. Just because you aren’t getting immediate results doesn’t mean it’s not working. It’s like that overnight sensation that took 5 years to happen, its perseverance, and a good strategy that make it work. Keep your expectations in check. Your social following won’t grow overnight. Don’t expect people to follow you right after creating a profile. You need to invest that time we talked about. And creating a profile isn’t investing time, that will be done in a few minutes. The actual time investment starts right after that. What comes after setting up your profile?

2. Create relevant content designed for your audience

You need to make sure your messages/mentions/promotions/articles are worth sharing. Make your content relevant and worthwhile. If you are good at what you do, you’ll have projects, testimonials, pictures, and tips worth sharing. Write (or get someone to help you write) blog posts that will help your audience learn something. This is how relationships are built.

3. Post regularly and consistently

Being active and posting regularly gives you the best opportunity of being seen. Create your content in advance and have at least 2 weeks of content ready for you to post. Trying to look for new ideas all the time puts you under pressure and will drop the quality of your content. So, plan it out.

4. Add your correct contact details

Social media profiles are great for another reason that also helps your customers. They allow you to add essential information like your name, address, a phone number. Always have a link to your website. You should keep this information consistent across all platforms. This way you will make it easier for search engines and your customers to find you.

5. Use relevant industry hashtags

By using hashtags, it allows you to find an audience. It gives you a wider reach but also a focus in the right markets. People are interested in certain topics and hashtags so help them to find the information or interest easier.

6. Facebook & LinkedIn: Groups

Another reason that Facebook and LinkedIn are an attractive choice for your social media efforts is the Groups you can create. Groups can bring people together who have a common interest.

Here’s an example of some of the groups Assertive Marketing have set up for various industries.

https://www.facebook.com/groups/SolarandStorageBuySellSwapbySEIAVic

https://www.linkedin.com/groups/14002586/

7. You don’t always need to be selling

When building loyalty and engaging with your customers, don’t try to sell them something immediately. Try to establish friendly relationships. It takes longer but, your patience, and effort, will be worth it. The more you engage, the more people will know about you, and the easier it will be for them to find your website and use your product or service again and again. Here’s a great video that explains how to do this.

8. Facebook: boosting

When you are selling it is a good idea to promote your sales posts (“Buy our product!”). You have a better chance of success if you ‘boost‘ your post just a little bit. Boosting can be done for a specified audience, with the location being one of the filters. This means your post will be specifically promoted in your area.

9. Use high-quality images

At a minimum, use a high-quality logo, or a personal photo if that is more appropriate in your case. Some platforms let you set up a cover image that appears at the top of the profile. Use that space and pick a high-resolution photo or a graphic representation of your business.

10. Measure your social media efforts

If your goal is to increase your followers, it pays keeping track. Most social media offer their own tools to provide insights into which posts work well and which don’t. Focus on the numbers that tell you something about engagement, to see what social networks do indeed help you build your community.

11. Work with your team

Also, remember that your employees are your brand ambassadors on social media. They love your company, enjoy working there, and are most likely to share a lot of your social content. Your employees can create that local snowball effect. Acknowledge this and stay aware of the value of these ‘in-house’ shares.

12. Don’t give up

Content marketing takes a lot of time and effort. Sometimes it looks like it is not doing as well as you want it to. Just remember just because someone is not immediately engaging with your content doesn’t mean that they don’t see it. If it comes up in someone’s feed, they are registering it physiologically. That awareness may just trigger an action when they are ready to need your product. Keep in the mix and it will happen. The importance is that you make your business aware to the market.

Remember! A good story lasts years. Start telling yours!

Social Media for Medium-Sized Manufacturing Businesses

Social Media for Medium-Sized Manufacturing Businesses

Small-business-Tips-on-Social-media

Making the Most of Social Media for Medium-Sized Manufacturing Businesses

In the digital age, medium-sized manufacturing companies can’t ignore the power of social media. It’s a way to connect with your current and potential clients, and it’s not as complex as it may seem. In this article, we’ll talk about practical tips that can help medium-sized manufacturing businesses get the most out of social media.

Choosing the Right Social Media Platforms

You don’t need to be on every social media platform out there. In fact, it’s better to focus your efforts on just one or two platforms where you can be active and engaged. Quality beats quantity in this case.

Getting to Know Your Audience

To make social media work for your business, you need to know where your customers are online. Instead of guessing, do some research to find out which social media platforms they use the most. Take a look at what your competitors are doing too. If you’re not sure where your audience is, it’s worth spending some time to figure that out.

Pro Tip: No matter where you post, make sure your content is easy to understand and appealing to everyone.

Picking the Right Platform

Choosing the right social media platform is crucial. Think about whether you can use it to show off your products or services with pictures or videos. Also, consider the tone – whether you need to be formal or more relaxed. For manufacturing companies, fun and light-hearted posts might not be suitable. Platforms like LinkedIn, with a professional vibe, could be a better fit to showcase your expertise.

Practical Tips for Medium-Sized Manufacturing Businesses on Social Media

Plan Your Approach:

Having a clear plan is better than diving in without a strategy.

Don’t Worry About Bothering Friends

It’s natural to worry about annoying friends with business-related posts on your personal social media. But here’s the thing: if someone in your personal network says they’ve had enough of your business posts, it’s okay. They probably aren’t your main customers. Your real customers will appreciate your online presence.

To wrap it up

In a nutshell, social media is a valuable tool for medium-sized manufacturing businesses to connect with clients. Keep it simple by choosing a platform that suits your audience, getting to know your customers, and being strategic. And don’t worry about mixing personal and business connections – your true customers will value your online presence.

Remember! Stories are timeless. Start telling yours!

Surrogate world premiere

Surrogate world premiere

Local Director

Normally I write about local manufacturing or marketing but this time I want to write about a different topic. Although this still has a local homemade feel about it. I recently went to a world premiere of a feature film called “Surrogate.” It is written and directed by an old friend of mine David Willing. More about him later. The night was fantastic as it was at an independent cinema in Yarraville called the Sun Theatre. I just wanted to tell you about the film and my experience.

Now I must note that although I really love films, (I wanted to be a script writer at one stage in my life) I had not been to a cinema in about 15 years. I just like watching them at home without the crowds. This time I had to experience it with everyone else, that’s how premieres work. But this crowd was different. It was full of family, friends and acquaintances of the cast and crew so there was a local feel about it. I even had a quick chat to David the director just before the crowd started to appear, wishing him well on the achievement of what he had already done.

I went inside the cinema early so I could sit and relax and get a feel for the place. Then as everyone entered the host went to the front of the screen area and gave a welcome and introduced the director. David is a quiet speaking guy that has a polite enthusiastic way about him. He gave a quick talk thanking us all for being here at the very first public screening of what was his 6-year project. He thanked his cast and crew for all their efforts to get everything to where it was today.

He then started to talk about a few special actors. There were three in particular, all of them 9-year-old girls when they filmed the scenes. They were essential to the story that he wanted to tell in the film. I should also note that this was a horror film. He talked about one of the girls who held a scene that went for 7 minutes, and he was amazed at the way this girl carried herself in what after seeing the scene, was tense for me when I saw it in the film. So, when he sat down in the audience, I was excited to see what the scene was all about.

The film starts with the main character Natalie (played brilliantly by Kestie Morassi), a female single parent with a 9-year-old daughter. She is at her workplace in a doctors practice when she is disturbed by what seemed to be a crazy old lady asking for the doctor to help her. The surgery is closed so Natalie can’t help. So, the old lady staggers away. On her way home Natalie stops at a local petrol station and the old lady appears again. This time the old lady collapses, and Natalie tries in vain to revive her. That’s when all hell breaks loose.

The film wastes no time in getting to the story while also building the characters to a level where you start to feel for them and wish that what is troubling them would just go away and let them be. But it doesn’t. No spoiler alerts here, David will kill me, but I will say that what this film delivers is a dark and horrifying series of events that leads to a conclusion that not even I, knowing David’s mind had expected.

To explain what I mean by knowing David’s mind I need to tell you how I know him. Yes, I am going to talk about myself a bit and people who know me would not be surprised, but here we go. In the early 2000’s I wanted to become a script writer as I just wanted to be part of the film scene. Long story short I wasn’t any good, so I gave it up. At the time I started to go to industry events, and I met David at one of them and we had a great conversation about the films that interested us. We started to investigate if we could start a collaboration. We used to meet for lunch many times to talk about ideas. Mine were more heart felt and emotional, his were more sinister and darker.

End result he had more drive than I did, and he had also done a university degree in film, and I was just a layman following a dream. Which is why I now run a marketing agency and he is making films. So, 20 years later I see him in front of a crowd that was about watch a feature film that he had co- written and directed not to mention co-produced. I thought what an achievement. This guy had spent most of the last 20 years or so working on small projects whilst always having the goal of making full feature films. It takes years to bring a project like this to life. Films aren’t just thought up, written, filmed then bought by someone in Hollywood with heaps of cash. Then off you go to make a new project fully funded by the powers to be. No, it takes time and dedication and I really admire that of David. The best thing is that I didn’t see a change in him, he was still that nice guy that is always open to ideas and would never put you down, just encouraged.

The film was fantastic. I was jumping out of my seat as the goose bumps took over me and, on many occasions, I felt a real chill. My wife and I have been talking about the film for the past week now and we still recall new bits that both intrigued and led us to conversations, “that’s right that happened” and “this happened”, and “she did this” and so on. In a world of superhero action films where they are viewed and then quickly forgotten this film kept us discussing and wanting to find out more. This was even after we had a Q&A with the director and cast, I still need to know more. That’s rare these days.

So, to talk about the local aspect of the film. You can’t get anymore local than an old friend being that “Hollywoodesque” director. Even at the premiere you could see the families of the cast and crew and proud parents, especially Taysha Ferrugia the 9-year-old girl who played Rose Paxton a key role in the film. I am so glad I went back to the cinema to live that experience. Maybe I’ll go again when David’s next film is released. And I’m sure there will be a next film, hopefully this time Hollywood will notice.

See the Film at the Sun Theatre Yarraville  

The importance of having good customers

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.

What is Marketing for Small Business

What is Marketing for Small Business

What does Marketing for Small Business mean? I was at a football club reunion the other week and a friend asked me what I did. I said to him that I run a marketing company. He looked at me and said, “yeah but what do you do?”. So I started to tell him all of the things that I do. He looked at me with confusion and said, “I didn’t understand a word of what you just said”. I then thought about how many other small businesses out there are confused about what marketing companies do. So, I’ll explain.

Marketing Communicates

A marketing company will help you communicate your business to the right audience. That means we understand what your offer is, who your potential customers are and find the best way to get your message to that potential customer. It’s as simple as that.

It is how we do this that becomes confusing. For example, there are digital and traditional ways. Let’s break that down:

Traditional

Traditional marketing is print advertising, sales promotions and physical items that help promote your message.  For example, brochures, handouts and talking to people.

Digital

Digital marketing is getting your message out there online. Methods used are websites, Google optimising and online advertising on Google and social platforms.

What should a good marketing company do for you?

Firstly, they should understand your business, your market and why people will buy your product or service.

Then we find out the best way to get your message out to your audience via the best method be it digital or traditional.