Marketing to an expanding customer base
As the industry that you are in grows and matures, you may find your business occupying a different space in the marketplace or serving a different purpose than it once did. You may realize that the customer you serve today is not the same person it was five years ago.
It is important for business owners and marketers to identify these changes and see them as an opportunity to reach a different and growing audience.
This is a sure sign that it is time to re-evaluate who you are marketing to, and how.
While your customer base changes, so should your marketing ideas. Reaching a new and expanding customer base can be done by thinking outside the box. If you have been using the same techniques for years, with no results, then it is time for a change. Ask yourself what type of customer will be most profitable for your business and determine the best ways to reach them. There's a myriad of avenues to explore when deciding how to market your business effectively.
Take advantage of social media, and the opportunity it gives you to reach potential new customers. This is one of the easiest ways for consumers to find you today. If you are going the route of traditional forms of advertising, like radio, use your creativity and the ideas of the (media) company you're working with to create a campaign that truly entices someone who's never heard of your business to make that first visit.
Once your customer base has grown, it is important to continue marketing to that captive audience. These customers are now interested in what you have to say, so take the opportunity to build a relationship with them. Email newsletters, in-store signs and Facebook posts about what you're now offering are methods to stay in touch. Stay ahead of trends by attending industry trade shows. This is a must as it gets you out of your four walls, while helping to spark your creativity. Don't let a month pass without informing your customers of something new and exciting.
In the retail environment, customer service falls under the marketing category. When someone feels a connection and has an enjoyable experience in your business, they want people to know. Train and educate your staff so that your customers' experiences are so positive, that they want to share it with friends. We are living in an age where word-of-mouth advertising travels as fast through the click of our smartphones, as it does in conversation. When you create these experiences, your loyal customers will act as an extension of your marketing department by way of online reviews, check-ins and posts about products purchased at your business.
Remember to step outside of your own business every day, even if you can't physically leave your building. Research businesses like yours in other parts of the country. Look at their websites, sign up for their e-mail newsletters and follow their Facebook pages. They may carry the same goods as you and have a different way of showcasing them.
Work with marketers from other industries, who can offer advice. You may be each other's best untapped resource. Some of the greatest ideas are found this way, and you just might find a unique way to cross-promote.
Miriam Hyder is the marketing manager of Ed Hyder's Mediterranean Marketplace in Worcester. Reach her at hydermiriam@gmail.com.
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