Marketing and Acquiring Customers: Building Trust and Lifetime Value - ActionCOACH Wellington

Recent research highlighted five crucial factors that keep business owners up at night. The second of these is marketing and acquiring customers. As business owners, we all understand the importance of sales and the need for customers. In this blog post, we will explore the significance of consistent marketing, the risks of neglecting it, and how it can lead to building lifetime relationships with customers.

The Power of Consistent Marketing

Consistency is key when it comes to marketing. Without consistent efforts, businesses face stagnation, irrelevance, and risk concentration (ie needing more and more from fewer and fewer customers!). Good marketing is consistent marketing, and it ensures that your business stays fresh in the minds of potential customers. If people don't know you exist (pretty soon you won't...) or what you offer, they won't think of you when the time comes to make a purchase. By consistently engaging with your audience, you avoid stagnation, become relevant, and reduce the risk of relying on a limited number of clients.  When they make the purchasing decision is up to them.  Your job is to be top-of-mind when they do!

The Benefits of Consistent Marketing
On the flip side, consistent marketing opens up new markets and cultivates customer loyalty. When you consistently reach out to new people, you expand your reach and tap into fresh opportunities. Building loyalty is equally important. When people know, like, and trust you, they may not be ready to buy immediately, but they will remember you when the time is right. Trust is the currency of business, and it forms the foundation for long-term relationships and customer commitment.

Consistent marketing is essential for driving engagement, improving loyalty, and expanding your reach. It builds trust between you and your customers, which is the foundation of long-term relationships and lifetime value. In today's economic landscape, it's crucial to adapt and consistently market your business to navigate challenges and seize new opportunities.

Understanding the Three Pillars of Marketing and Acquiring Customers
To effectively market and acquire customers, three key elements should be recognized:
Niche, Unique Selling Proposition (USP), and the Customer Journey.

1. Niche: Identifying your niche market is crucial. By narrowing your focus to what makes YOU unique and understanding how you can 100% best serve YOUR target audience, you can avoid price competition and instead compete on value. Knowing your niche allows you to tailor your marketing messages specifically to the needs and preferences of your ideal customers.  It can be scary (especially when you think you are giving up a whole heap of potential customers), but here's what I know: Focus brings clarity and clarity brings success.
2. Unique Selling Proposition (USP): Your USP is what sets you apart from your competitors. It's a clear and compelling message that showcases your values, purpose, energy, and passion. It's not just a generic offer; it's what makes you unique and solves a specific problem for your customers.
3. Customer Journey: Mapping out the customer journey involves understanding their needs, desires, and pain points. This allows you to guide them through the stages of their buying process, providing them with the support and milestones they need to reach their desired destination. By creating a customer journey map, you ensure that your customers feel seen, understood, and supported, which builds trust and increases the likelihood of them choosing your business when the time comes to make a purchase.

Marketing to and acquiring customers is a vital aspect of every business. By embracing
consistent marketing practices, understanding your niche, highlighting your unique selling proposition, and mapping out the customer journey, you can build trust, cultivate loyalty, and attract lifelong customers.

Have an extraordinary week! And remember only action changes outcomes.