When I first launched my marketing business, it was a challenge. I didn’t have everything figured out, but I knew I was good at marketing, building websites, and delivering value. The goal for every business is to get more customers—because without them, there’s no business. Let’s start by reflecting on why you started your business. Chances are, it’s because you wanted to be profitable, right? I did, too. Today, I want to share strategies that have helped me grow all three of my businesses so you can get more customers, too. SN: This is a long but very good read.
Define Your Unique Value Proposition (UVP)
We all start as the “new kid on the block,” buried on page 1,000 of Google. The goal is to get to the first page, where you’re visible. One of the first steps to standing out is defining your UVP—Unique Value Proposition. This is your business’s way of solving customer problems. A strong UVP is essential because it makes your business memorable in a crowded market.
Take my marketing agency, for example. There are tons of agencies out there, but my UVP is what sets me apart. The same applies to my courier and coaching businesses. A clear, compelling UVP helps your customers instantly understand why you’re the solution they need.
Here’s a tip for crafting your UVP: Focus on your customers’ pain points and how you can solve them. For example, in my coaching business, clients come to me stuck, trying to figure out how to start or scale their businesses. That’s their pain point. What keeps your customers up at night? Address that in your UVP, but keep it simple and test variations to see what resonates best.
For example, Apple’s UVP is “Think Different,” which speaks to innovation and design. FedEx’s is “When it absolutely, positively has to be there overnight.” Both are clear and effective.
Leverage Social Media and Online Presence
Now, let’s shift to the next important strategy—leveraging social media and your online presence. The second key strategy is leveraging social media. As a business owner, you may not personally need to be on social media, but your business does. Social media is crucial for visibility, engagement, and attracting customers.
Social media is where your customers are, so building a strong presence on platforms that resonate with your audience is essential. Find a platform that feels comfortable for you and aligns with where your customers are.
For example:
- Instagram might be a great fit if your ideal clients are between 25-35 due to its visual focus.
- LinkedIn is likely the better platform for B2B networking if you’re targeting CEOs or C-level executives.
Whichever platform you choose, be consistent. Social media success requires regular posting—about 3 to 5 times weekly—and engagement with your audience. Respond to comments, ask questions, and learn more about your customers’ pain points through these interactions.
If managing social media feels overwhelming, try batching your content. Dedicate one day to writing captions, another to designing images, and a third to reviewing everything. Then, use a tool like Hootsuite or Planable to schedule your posts in advance. I use Planable for my agency, as it allows clients to approve, decline, or comment on posts, keeping everything streamlined before posting.
Build a Strong Referral Network
Another critical strategy is building a strong referral network. Word-of-mouth referrals are powerful because they come with built-in trust. When a client refers you, it’s because they trust your expertise and are getting results. This trust fast-tracks the “know-like-trust” factor with new clients.
For example, my logistics company, Express Errands & Courier, encourages referrals through a structured communication system. After every delivery, our clients receive updates from dispatch and a final confirmation email with proof of delivery asking for feedback. This constant engagement helps us collect reviews and boost trust with potential customers.
You can also offer a rewards program to strengthen your referral network, incentivizing your current clients to spread the word about your services.
Let me give you an example of a good rewards program. We have a client with a spa that we work with at Dream Team Digital Marketing. We helped them build their entire brand, even down to creating their business cards. One suggestion we made was to include a loyalty program on the back of their cards. After every five visits, their customers get a stamp or checkmark; on the sixth visit, they receive something free. This simple strategy encourages repeat business and makes it easier for customers to refer others. Customers who see they’re getting benefits are more likely to spread the word.
Another great way to build a referral network is by creating an affiliate program. For example, my agency offers an affiliate program where anyone who refers business to us receives a commission. Depending on the referral, it could be a free service, one of my books, or a discount on marketing or website services. If you’re out there hustling to bring business my way, I’ll reward you for it. This is a powerful strategy because now others are working to grow your business, essentially becoming part of your marketing team at no cost.
You can take this further by partnering with bloggers or influencers in your niche. Tell them about your affiliate program, give them a unique code, and they earn a commission whenever someone buys from you through their blog. Imagine how many potential customers this could bring in!
Use Paid Advertising Smartly
Now, moving on to another key point: using paid advertising smartly. Many people ask, “Why should I use paid ads? Do they convert?” The answer is yes if done correctly. Paid ads are an excellent way to quickly gain visibility and target specific demographics you might not reach organically. Platforms like Google, Facebook, Instagram, and LinkedIn offer different opportunities, depending on your business.
For example, with my courier business, we run Google Ads because that’s where our customers are. Running ads on Facebook or Instagram wouldn’t bring in new business for us, though it does attract drivers. It’s important to understand where your ideal clients are and run ads on platforms where they spend the most time.
Split testing is critical when you run ads. Test variations—whether it’s a long-form versus short-form landing page, different headlines, or even varying images. This will help you see what works best for your audience. For instance, you might find that one ad performs better with a picture of a woman while another works better with a man, depending on your target demographic.
Running ads can get tricky, and we’ve seen clients waste thousands of dollars on campaigns that weren’t properly set up. If you’re feeling stuck, I recommend booking a consultation with my agency, Dream Team Digital Marketing. We can help get your ads running effectively and teach you how to manage them yourself.
Create Exceptional Customer Experiences
Creating a great customer experience. It’s the foundation for turning one-time customers into loyal, long-term advocates who will refer your business to others.
It’s all about the wow factor. If people are impressed with your business, they will come back. Here’s an example: at my courier business, we create a wow factor from our first interaction—our phone greeting. When someone calls, we say: “Thank you for calling Express Errands & Courier – home to get it delivered the expressway. My name is Roslyn. What can I do to make your day?” In this one sentence, we set the tone and expectations, offering solutions and positivity.
Think about it—customers call you with a problem, and you’re there to fix it. You must go above and beyond because you’re not the only one in your industry. Excellent customer service, personalized interactions, and exceeding expectations are key. For instance, address your customers by name. If Tom doesn’t want to be called Mr. Williams, respect that. It shows you’re paying attention.
Another important thing is to listen carefully to their needs. When it’s your turn to speak, summarize what they’ve said to ensure clarity and reassure them by saying, “Did I hear you correctly? No problem, I’d be happy to help with XYZ.” This simple interaction builds trust.
Exceed expectations and always overdeliver. People have choices, and they choose to do business with you—so make sure they feel like they made the right choice.
Optimize Your Website for Conversions
Now, let’s talk about another crucial strategy to get more customers: Optimize your website for conversion. Your website is more than an online business card—it’s your storefront, your money magnet. A few key tips for optimizing it include:
- Fast loading speed: Slow websites quickly lose customers. If they take too long to load, they’ll leave and click on your competitor’s website.
- Clear call to actions (CTAs): Guide your visitors to what to do next. Whether it’s “Book Now,” “Get a Quote,” or “Learn More,” make it simple for them to take the next step. Make sure every page of your site has at least one CTA so no opportunity is missed.
- SEO basics: Use relevant keywords that target your audience. Optimize meta tags, descriptions, titles, and alt text for your images to improve your ranking on Google.
Another critical aspect is social proof. Reviews and testimonials are powerful tools to build trust. Showcase them on your website and even in your email signature. You can use testimonials like, “Express Errands & Courier is the best service in Atlanta. I highly recommend them—Jim P.” Also, list any notable companies you’ve worked with for added credibility.
Use real images and video testimonials for authenticity—it builds trust and connects with customers on a deeper level.
Network and Collaborate
Finally, let’s talk about networking and collaboration. Building relationships within your industry and community can open the door to more customers and opportunities. Whether you attend industry events, join professional organizations like the Chamber of Commerce, or sponsor local events, networking is essential.
Collaborate with complementary businesses to cross-promote services. For example, if my courier business isn’t in Los Angeles but I have connections in the area, I can refer clients to trusted partners. This helps build goodwill and opens the door for future collaboration.
Remember, local involvement is important as well. Sponsoring community events or working with local charities increases your visibility and goodwill in the community. For example, I’m involved in community work, and even though it’s not about business, it helps build connections and visibility in the community. And it just feels good to do my part.
Workshops are another excellent way to increase visibility and trust. Whether local or virtual, they help position you as an expert in your field.
These are just a few strategies to start. In future posts, we’ll explore your ideal customer and other ways to drive growth. For now, focus on your UVP and building your online presence—your path from unknown to unforgettable starts here.
Let’s recap
- Define your Unique Value Proposition (UVP).
- Leverage social media and your online presence.
- Build a strong referral network.
- Use paid advertising wisely.
- Create an exceptional customer experience.
- Optimize your website for conversions.
- Network and collaborate.
Let me know if you found value in this article—I’d love to hear from you.
Signing off for now,
Coach Roslyn
