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Creating the Right Impression with your Marketing

Everybody wants to build a business.

Even before Jeff Bezos became the richest man in modern history, we had all decided we wanted to make money like never before. Yes, nobody likes being poor and the only way to make money is to solve peoples’ problems.

The truth is that the world is full of problems you can solve. Here is an example.

Right now, as I am writing this, I do not feel like shopping for groceries, I simply do not have time to look at tomatoes and cabbages. Not with clients waiting for their orders and at least six websites craving for my attention. If only I had someone to do the shopping for me, I would happily pay them.

That is an example of a problem whose solution I would be happy to pay for.

As a business person, you are looking to solve such problems, offering different conveniences to human beings in exchange for their money. But it does not start and end there. You are not the only one selling these solutions, and even if you were, you need to learn how to communicate with your clients in a way that keeps them glued to your services.

Every business person worth their salt craves one thing, to grow their business. Business owners want to increase their yields with every passing year.

To do that, you need to have your customer’s trust. Note that we are using customer in singular form. This is to show you that every customer matters. And let us face it, it is getting so damn hard to convince people that your products and services are worth their time.

It does not matter what you are selling and who you are selling it to. To get one person to get back to their pocket and give you their money is not a walk in the park.

It needs a lot of planning, a lot of finesses, and a lot of convincing. You might have time to plan and perfect on your finesse but you have a very short time to convince your customers.

Blame it on the short attention spans or the fact that whatever you are selling is probably in the market with a competitor who has a bigger share of the market than you do. Whatever the reason, you need to get your customers and build your business.

There is one thing most business owners don’t usually get right. That the more customers you get the better. From the surface, it looks completely normal. I mean, if a million people bought my app in a day, then that would be great, right?

Here is a thought we would like you to process.

Chances are that you buy your fruits or clothes, or anything from the same vendors…

BUT!

Only if they made the right impression from the word go. If you bought bad fruits from vendor ‘A’, you are not only never going to buy from them again, but you will associate them with bad fruits. As you are reading this, you are probably thinking of that one vendor who sold you ‘bad fruits’, right?

It goes further… you will advise everyone you know not to buy fruits from that very vendor.

True? Absolutely!

apple business fruit local
You are like a fruit vendor, make sure your customers come back.

Most business owners are interested in making the first sales. We call this acquisition. The initial sale is important, yes, but so is the second one. But what if everyone bought from you and then moved on to never come back to your business again? What if 800,000 people uninstalled the app the following day? Yes, you would still have 200,000 people to work with, but you would have lost big time, right?

If you receive great service, even from a vendor who doesn’t have the best items in the market, chances are that you will go back. You are, therefore, what we call a repeat customer.

According to smile.io, repeat customers are responsible for about 40% of your business growth.

So repeat customers are important… you are damn right they are. And without them, you will have a very hard time growing your business.

So let us focus on building your repeat customers. Like with the fruit vendor or the app, your customers will come back to you because they feel that they are at home with your products and services. We are wired to go back to places that make us feel comfortable. Chances are that we will also steer our friends and family towards the same places.

The same thing applies to your business. If you make your business a comfort zone for buyers, they will come back. It does not matter whether your business is online-based or not.

Therefore, it is important to create an environment where your employees want to come back, one that allows them to identify with your products and feel as if they are part of your movement.

This way, you will not only be bagging in more acquisitions but will be making more repeat customers.

man in white dress shirt and maroon necktie holding hands with girl in white dress
Your ability to make repeat customers depends on their first impression of you.

How are you going to create a great environment where your customers feel at home?

The answer lies in how to handle your marketing. Your clients should start relating with your product the moment they see or hear of it.

Therefore, proper marketing is important to not only bring awareness to your products and services but to also breed trust. There are a number of things you need to consider before you even pick a marketing strategy.

Marketing allows you to communicate with your clients before you even think about meeting them. It is like a suit that you wear to impress your in-laws, because you know that your sense of humor is not going to make much sense if you are not respectably dressed.

How do you go about picking marketing strategies and finally marketing your products and services?

This is the first post of many on how to pick the right marketing strategy in an especially challenging world. There is much to learn and I am willing to give it to you. The next few posts will talk about marketing and how impactful it will be for your business.

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