Diversifying your customer base will help increase your sales

Many small businesses are always advised to keep a certain type of customer in mind. Understanding your target market is critical to initial growth, but once your business has stagnated, it may be time to start a strategy to diversify your customer base.

It is possible to diversify your customer profile while keeping your business product or service as cohesive as possible. In this post, you can find some methods to be more inclusive in your customer base without compromising any of your successful practices thus far.

Diversifying Small Business Clients: A Detailed Guide

Content Marketing for New Potential Customers

Yes, it is possible to have a larger market share without changing or spending a lot on diversifying products or services. You can be as smart as having content marketing strategies that focus on another group of people for whom your offerings might be beneficial.

How is this done through content marketing? Here are some examples:

• Use of keyword terms used by a new client base : For example, a small business selling educational materials could start using keywords that are used not only by educators but also by homeschooling parents in their content marketing practices.
• Create valuable content for a wide range of audiences : Content that includes problem-solving for a large audience is also helpful in getting leads. Companies with the largest clients often create blogs, videos, and social media posts for a wide range of audiences.

Landing pages and web content dedicated to customer acquisition

Some small businesses often act as “brokers” for two types of clients. For example, a company develops scheduling and sourcing software for people who need home care services, so they need to research both leads – caregivers and families who need home care.

Thus, it is very important to have landing pages that cater to both sides of your customer base. Some of the items to include are the benefits of registering as either a customer or a provider. Also called a feature benefit sale, it includes an extensive table where customers can search for different features they can sign up for to suit their needs.

Creating static landing pages and web content aimed at informing different types of customers helps diversify your customer base.

Take advantage of the large space provided by social media

Social media is a cost-effective way to reach a wide range of audiences with the aim of attracting potential customers. There are many options for diversifying your customer base in this area of ​​digital marketing:

• Targeted Social Media Content : Using the latest trends in social media marketing such as reels, stories or user-generated posts to engage more audiences with a different demographic
• Use of Social Media : Hashtags, targeted sponsored posts, and collaborations with influencers and other brands can be used to increase the types of leads one can get.

Partnerships with media companies and personalities

You can also get the word out about your business through partnerships with media companies. Nowadays, there are different types of media companies such as traditional television and print, or digital companies such as blogs, podcasts or news sites.

Many media companies and personalities have such a wide range of audiences that even a single feature can help you diversify your customer base. You can get features for free or for a fee depending on the media company or personality you’re partnering with.

Some ways to stand out include providing information that will be useful to a media company’s audience, discussing a related topic within a news platform, or sharing a story about your business.

‍ Watch your competition and improve your strategies

Diversifying your customer base is also about staying ahead in your field. This can be done by monitoring the places where your target audience flows, such as leading brands or strong competitors in your niche. There is a step-by-step way to do this by:

• Identify Effective Marketing Strategies List some of the marketing strategies your strong competitors are using. Do they use sponsored posts, user-generated content, or create products by season? Find strategies that work for you and implement them as your goal.
• Note some elements of branding : Branding is also an integral part of improving your customer base. Monitor the minute details of how your competitors present their brands, such as design, logos, content voice, and other types of media.
• Understand the systems : You can also identify some of the business practices that make your competition more efficient. Shipping, payment processing, customer service, logistics, and other items are some of the areas you can look at. Skyscrapers from these companies’ systems can help you move forward in diversifying your customer base.

Diversify the customer base: finding simple and effective strategies

Increasing the size and type of customers you have does not always mean an overhaul of your products or services. Using the strategies above, you can make small but effective changes to expand your audience, get more leads, and increase sales.

Are you looking for a digital marketing company to help you diversify your customer base? EMA Associates can assist with all areas of Small Business Marketing for Growth. Tell us how you can help!