10 Ways to Reach Customers Who Don’t Know They Need You
by Parker · 25 things on Twos
- https://blog.hubspot.com/marketing/10-ways-to-speak-to-customers-who-dont-know-they-need-you
- Make a list of your unreachables.
- Develop a persona for your unreachables.
- Find out what their likes and dislikes are, where they live, where they work, etc.
- You can create campaigns that are effective because they appeal to multiple audiences by finding common ground through storytelling
- Customize your approach to appeal to them, not your current customers.
- Offer them something truly unique.
- If you can provide them with something they can't find elsewhere, it will build trust and credibility—two things that give you an instant leg up on your competition.
- Infographics, blog articles, webinars, tips, coupons/exclusive discounts for first-time customers, product samples, branded merchandise
- Generate awareness of the want/need for what you have to offer.
- You have to create reasons why someone might need you.
- Demonstrate how your product/service could be the only solution they need.
- There's always a way to position yourself as their all-purpose solution
- Your unreachables might not even know your business can handle multiple problems they're experiencing. They might not know that just how well you've mastered your very specific product/service. Or, they might not know they need you. Either way, you'll want to demonstrate how you're the only solution.
- Position your business in the most positive light possible.
- Most people want to find out how you can help them, even if they're not actively seeking you out
- They'll want to find the good in your business, so they can have a product or service that provides a solution or added convenience to their lives
- Use language that is confident and inviting, not cocky or abrasive
- Avoid negative messaging that puts down specific competitors (it's tacky)
- Highlight what specifically makes you better than the rest, but say it in a way that makes you look like the hero
- Find ways to get your advocates to promote to them.
- Refer-a-friend offers/discounts/coupons, exclusive content, donations, Q&As, personalized shoutouts, featured fan videos/photos
- Show many forms of credibility.
- Support a local charity, case studies and testimonials
- Do all of this in stages—not all at once.