How to broaden your audience and get more clients
Essentially, you can increase your sales with two tactics. You either increase your conversion rate on your current flow of leads, or you can increase the number of leads you get to get an overall impact on the figures. We believe that you need to combine the two efforts into one with one tactic: focus on the few who are ready to buy from you now but always talk to those who are not there yet.
Your audience segments
Generally, your audience has five segments. There are those, the majority of your potential clients, who are not problem aware - they don't know that the issue you are solving exists yet. Others are aware of the problem, but they don't know how to solve it. Some see the solution and actively looking for those who can provide the solution for their pain. And others are aware that you exist and you offer the solution. A few of them are ready to buy from you. Most sales teams focus only on these few - they are easier to convert as they are aware of the problem, know you have the solution, and have a genuine interest in buying.
In a previous post, we said you need to create a solution that solves their immediate problem. With different tactics detailed here, you can increase your sales team's conversion - but that works only for the few who are ready to buy. It would be best if you also increased the incoming flux of prospects, so you have a funnel set to provide enough leads for your sales team.
Ultimately, you have to increase your traffic, generate more buzz around you, make people aware that you exist - you have to talk to the many.
How to do it
What is the best way to achieve that? A simple combination of content and targeted ads. While ads can deliver a high impact on a short timeframe, content is more longtail. You need some content to supply ammunition for the ads, but the most effective long-term strategy is to become a thought leader in your industry. You have to become the authority who has the solution to your customers' problems.
You have to be everywhere, highlighting that the problem they might not know yet, exists.
You have to promote the ideal solution everywhere, furthermore, stress that you offer that solution. The tools you need to use are different for every business - it can range from guest posting on blogs, answering forum questions, being very active on social media, providing free webinars and other content, etc.
However, the ultimate goal is the same: put yourself at every stage of your customers' research. Your sales team can convert more easily as your ready-to-buy leads will want to buy from the best in the industry. Those looking for a solution will find you quickly, and with an efficient marketing funnel machine, you can move them quickly to the stage where they are ready to buy. You can get on the radar for those who are not aware of the solution or even the problem.
Your active ad campaigns should reflect your approach - the more platforms you use to drive traffic, the segmented your visitors will be. It is worth balancing your marketing budget between multiple ad platforms, even if your resources are limited.
Speak to the many, broaden your audience. With this tactic, you can increase your conversion rate and the number of your leads. But to maximize the impact, you need to provide value. In our next post, we define the concept of value-based marketing and what is really behind that.
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