Is your online content (blog posts, Facebook posts, reports, etc…) attracting the wrong kind of person, or at least not your Ideal customer? (That sounds like they’re from the wrong side of the tracks. 🙂 In this article we’ll look at some possible ways to attract ideal customers to your small business by creating online content suited to your customers.
If you’re not reaching the people you want it’s because your online content is not aimed at the right customer.
If you are a house painter wanting to attract home-owners to hire you to paint their house, you’d be wasting your time blogging about things that only other painters would care about.
Other painters aren’t your market. They aren’t your buyers.
You would want to discuss topics that home owners or landlords would care about. These are the people that would hire you.
In fact, you could niche down and just target landlords.
What would landlords want?
Crafting Blog Posts to Target Ideal Buyers
Lets continue with the landlord example. How would a landlord find out about a painting company in your town? They’ll probably Google it. The keywords (the words they type into Google) may include “company to paint rental properties in your city” or “good painting company your city.”
To get a better idea of what they type into Google you can use the free Google Keywords Tool. This tool allows you to enter different keywords and then you can see how often people type that into Google.
It lets you know what people are searching for. It’s called Search Volume.
Another easy thing you can do is go to Google and start typing the name of your city plus your business category. Then Google will automatically display a drop down box of similar suggestions based on your search.
So how can you increase your chances of showing up in the first few Google results? Well, this is an entire area of internet marketing they call “SEO” which is short for Search Engine Optimization.
But one basic idea is that you increase your chances of showing up by having good information on your website: good information that is crafted to answer the questions your ideal customers have.
Good information that contains the keywords your potential customers search for.
It means having a blog where you regularly update it with valuable information. (Getting noticed by Google is an excellent reason why businesses should have a blog.)
So back to my earlier question: what would a landlord want?
Well if a tenant leaves one day and the new tenant moves in the next then speed is paramount. That usually occurs at the end of the month so you’d want to have extra painters on those days to service the landlords.
If you were the painting company then you need to make a blog post about this. You need to explain that you understand the needs of landlords. You get them.
And write it like you are talking to one individual landlord. Like you are speaking directly to them.
What else could you write about? Well, you may write about how you only use low VOC paints so that it won’t smell for the new tenant. You many mention that you have excellent clean-up crew so that the place will be spotless when you leave.
If a landlord came upon your website and you had all this great content laid out they would think, “Holy crap. This company gets me. Its like they wrote this stuff just for me.”
That’s what you want.
That’s why you create ideal content for your ideal customer.
Because the end result will be customers. It will be sales. It will be CASH.
If you want a better idea of what I mean by “ideal customer” check out this blog post I wrote about this topic.
Other Tips to Attract the Right Customer
- Write down the questions that your customers regularly ask you. What do people always ask you about on the phone? (If you answer these questions on your website it may save you lots of time in the long run.)
- Create a “frequently asked questions” page on your website. Answer the questions you identified in Step 1.
- Try to summarize the answers on the FAQ’s page, but then expand some of the answers into a separate, detailed blog post.
I know it can be challenging for small businesses. I hope this helps you…even it if it’s just a little bit.
Thanks for reading.