Get the Customer to Find You

In the first quarter of 2009, U.S. Consumer spending actually increased 2.2%. The challenge is to get consumers who are spending to spend it with you.

This is where some different thinking is required.

Traditional marketing and branding still have the power to keep your name and message in front of consumers so you are foremost in their minds when they are ready to spend. Which is why you must continue to advertise even though the return on your investment is not as high.

But the way consumers receive and relate to advertising, and the way they shop, is changing. The consumer is in control of media and is showing a skill and willingness to delete, block, filter, and ignore your outbound marketing. That’s why an important part of your marketing strategy needs to be inbound marketing.

Inbound marketing is all about placing yourself where consumers will find you when they are searching for something to buy. Here are the best ways to make that happen.

Get found online. People are searching online for categories of items that interest them, from products to services to destinations, and if they are looking in a specific geographic area they will use that in their search criteria. Be sure that you are turning up in organic searches.

When people search by category and area, good Websites ranked by the search engines will be listed at the top of the page. Test this frequently to see whether you are there and what your rank is. For example, when I do an organic search of Marketing Agencies Lancaster PA, in a list of 10 results my company shows up in the number 4 position. This doesn’t mean that my company will hold that position. The positions vary depending on how the search engines evaluate the activity on your Website.

Websites that compile lists of companies by category and geography usually rank high. The local online Yellow Pages will also come up on the first page. Be sure you are listed on online Yellow Pages and in compiled lists for your category.

Become an information source. Consumers gather a lot of information before they make a purchase decision when they are carefully watching their budgets and their spending.

Think of ways you can provide information about your specialty that would be a benefit to the consumer. People read about things that interest them. Post your information on your Website as a free download file for them. Or, just include it in the site. Use the correct key words so people will find you when they search for what interests them.

Look for ways to link your information to blogs and social sites. Writing a blog or posting online social content for a specific category can generate visits from people interested in your information.

Inbound marketing is not limited to online, although that is what comes to mind first.

If you are in a destination area, such as a downtown retail location, anyone visiting the destination will be searching for places to stop and things to do. There are many ways to get them to stop, take notice, and come through your door as part of your inbound marketing strategy.

Start with your window displays. The merchandise shown in your windows, when creatively and artfully arranged, will get people into your store. When they enter, instead of thinking like a seller, think like a tour guide. Engage them in conversation, look for ways to be friendly and helpful. Store visits are like Website visits. The longer someone lingers the more likely they will become a customer.

Businesses in destination areas such as downtowns, frequently forget the line of sight of the downtown shopper. Store names are on front doors and windows. But those areas are out of sight by someone walking down the street. A canopy or decorative awning at your business entrance provides you with the opportunity to have your name and logo on the sides. This way it is visible to anyone walking or driving by. It also gives distinction to your business.

Shows and Events are another opportunity to use inbound strategies. While the decision to do shows and events is part of your outbound marketing, once you are set up at the show the strategy shifts to inbound. You need to be sure those people attending the shows find and stop at your exhibit or booth as they are searching for things of interest at the show.

Set up your display and exhibit so it is an in-demand, go-to part of the show. Make your booth a destination. Don’t just hand out brochures and pens with your name on them. Have interactive games and fun activities that engage visitors. Be sure the activities are short and quick.

Create the activities so they provide information about your company, product or service that is interesting, entertaining and informative. The idea is not to build a traffic jam at your exhibit, but to get people to stop, have them tell others, and generate buzz about your company, product or service at the show.

The key thing to remember is that inbound marketing is your first contact. You need additional contacts to acquire a customer. As you develop ways to make it easy for people to find you at their height of interest, also develop ways to obtain their contact information so you can maintain touch points. At the minimum collect names and email addresses. When possible also collect phone numbers and mailing addresses.

Have a system in place for continuing to stay in touch. Email blasts containing additional information that revitalize their interests in you or your products will be helpful to prospects, are inexpensive ways to keep in touch and will continue to keep you top-of-mind.

Once the prospective customer finds you, it is up to you to create the relationship and provide the reasons to stay in touch. Remember that customers buy for their reasons, not yours. Continue to reinforce their reasons and customers will continue to find you.

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