Your business’ customer base is steadily growing, and you’re incredibly proud of how it’s moved on from only serving one or two people at a time – and you should be! Now you’re serving thousands of people per year; the average small business owner makes upwards of £50,000 a year in salary alone, and this number has the potential to grow tenfold over the next few years. It is time to focus on developing your customer base expertise before it’s too late.
However, in seeking to develop your customer base, you’ve forgotten to develop the one stat that matters here: your customer base expertise. Of course, you’ve put a few customer engagement procedures in place, but do you really know what you’re doing? Do you really know how to expand this market share you’ve built for yourself? Well, let’s go through some beneficial methods for developing your customer base expertise below.
Achieve the Right Balance
Your customer base is more than the people you’ve already got within it. There are so many other customers you could try to pull in; your product is adaptable, and so many hundreds and/or thousands of others in the market could find a use for it. So you market to these potential people as possible, pulling up leads where and when you can, and using tools such as SEO and mailing lists to get the word out as much as you can.
And all of this makes sense – you’ve got to expand! But you should also pull back every now and then and focus on the customers you do have. How many hundreds of people who have bought from you before have no use for that ‘10% off your first order!’ discount code? And how many customers are you going to lose if you’ve nothing else to offer them? Simply out, you need to try to achieve a balance here; new customers are crucial, but so is potential repeat custom. Developing your customer base expertise is important for any business.
Give Back as Much as Possible
Do you have a dedicated customer service desk? Maybe not yet – you’re a small business, after all. One day you plan to ensure one is up and running, but otherwise you’re doing just fine right now, right? Wrong! You need to set up that customer service desk as soon as possible, in order to give back to your customer base as much as possible.
They’ve shopped with you, given over personal details and dealt with your marketing emails, and they’ve even told friends and family about you. At the very least they deserve to have a friendly and knowledgeable person to talk to when they ring up or email in with a problem!
And remember, when there’s dedicated customer support (24/7 if need be), you’ve got the chance to set up more rewards for loyal customers, such as verified loyalty programs, to bring them back in for more.
Speak Their Language
This is the pure crux of getting to know your customer base; if you ‘speak their language’, you can advertise on their level, and ensure your marketing materials do exactly what you need them to. However, we’re talking more about the literal interpretation of this phrase here.
After all, there are hundreds of different languages spoken in the UK – you’ll run into about 300 of them just in the City of London! So it only makes sense that your company is able to speak in languages other than English; your customer base is quite diverse, even without you realising it, and being able to communicate effectively is more than just having people skills.
Which is why it might be a good idea to look into telephone interpreting. No matter who rings up your customer service desk, if you can speak to them in their own language, you’ll be able to resolve disputes much faster. You can also depend on your company being able to hold its own in the current cultural landscape – language is always changing, and you need to be there with it.
Talk to Your Business Network
As a small business, you’re going to be surrounded by a lot of other businesses like yours. As such, it’s a good idea to form a network within them. Sure, you’re in competition with a couple of them, but you complement far many more of them! You’ve got a product that can work in tandem with one of theirs, so why not dip into their customer base, and vice versa?
You’ve got something to offer each other, and if you don’t make good use of this advantage, you may stagnate for a lot longer. You’ll have the chance not only to sell to more people, but to use the snowball effect of reaching out to their contacts too. Word of mouth is a lot stronger when you’ve got multiple audiences to pool from!
Social Media Has a Lot to Offer!
Social media is an incredibly powerful tool. Almost everyone is on it, and they use it at least once a day. Why wouldn’t you want to capitalize on this kind of outreach? You’ve already got an online platform to make use of (your website), and now you need a dedicated social media program to match. You need to get your name out there, and without hitting the timeline on a daily basis, it can be hard to find recognition within the market.
And social media has a lot more to offer than that. You’ve got the chance to gain an insight into your customers’ daily lives; what they like and don’t like, what they love and hate, and importantly, what kind of adverts they respond to. Social media is as much a testing ground as it is a place to actively draw custom in, so take some time to refine your digital marketing method with the use of Facebook or Instagram, or Twitter.
Developing your customer base expertise is in dire need of some focus. Take time to put tips like those above into action and see where they take your company. The more you can do now, the more rewards you’ll reap later on.