When it comes to growing your HR Tech company, there are a million things that will come up as ideas and plans and “must-dos” in order to get more customers.
But it really comes down to this…
Building a systematic process that you can rely on that will turn strangers into happy, loyal, paying customers.
This is not easy, but as long as you know your customers and your product, it doesn’t have to be complicated. And the more “noise” that gets added to the conversation, the further you are going to get from creating your path to success.
Your company might be able to gain some initial traction from your existing networks and connections, and leveraging some sporadic word-of-mouth, or maybe the novelty of being new to the market, but that will only get you so far.
That’s where your system comes into play.
3 Stages Of Focus To Get You Customers
The 3 main questions to focus on for the highest impact are simple:
- How are we getting the attention of our target audience?
- How are we turning that audience into permission-based leads? (meaning they have signed up and self-qualified as an ideal customer and given you permission to build a relationship with them)
- How are we educating and motivating people to be excited to buy from us?
After those 3 things are accomplished, then you can build on top of them to grow at scale. But until you have these steps down and working profitably, you’ll be suffering from the dreadful sickness of Random Acts of Marketing. This leads to wasted time and money.
Not to fear! There is a simple cure…
A cure that will send out your dollars and efforts to bring back more of their friends. This cure is a systematic approach to launch, test, and improve your customer acquisition.
1. Getting Attention & Awareness
In this “top of the funnel” stage, you want to put yourself where your customers are hanging out and consuming information so that they start to find you and pay attention to what you have to say.
Online, this commonly takes place by publishing articles on your blog and then sharing them on social media using hashtags that are common for your industry. Then going out and connecting with your ideal customers on their preferred social media channels and striking up conversations with them with the main focus being to open a relationship and provide them value upfront.
As a byproduct, when you integrate SEO (Search Engine Optimization) into those blog posts, they’ll also help you start ranking on Google when people are searching common terms related to your products and services.
And with social media being the plumbing of today’s word of mouth, your blog content will help to fuel the sharing of people talking about you.
Get active in the online communities where your target customers are hanging out. Join in on the conversations and start adding value by listening and helping address the problems that they are having.
This activity will lead to visibility which will lead to opportunity.
2. Generating Permission-Based Leads
Now that you have their attention and your ideal customers are on your website (reading your blog posts), it’s time to move them along their customer journey and convert them from a visitor into a Lead.
This doesn’t necessarily mean that they are going to buy your brilliant product today, but it means they are a qualified candidate for becoming a great customer and successfully using your product.
Did you know that only 3% of a market is active buyers at any given time?
That means you need to focus on building those relationships with the other 97% so that when they become part of the 3% active buyers, you are there and ready and have already earned their trust and demonstrate your credibility.
This is how marketing is meant to be and how to make the sales process seamless.
3. Converting Leads Into Sales
You have driven awareness of your brand in your target market.
You’ve earned their attention.
You’ve gotten their permission to continuously provide them value before they become an active buyer.
Here is where you butter your bread.
With your follow up.
Once you have someone on your email list, it’s time to educate and motivate them, patiently and systematically, to meet with you when they are ready.
Send them messages regularly (at least once a week) that will add value to their life. Maybe that’s a quick email with a link to an article they’d find interesting, maybe it’s a new utility that will make their lives more convenient practically.
By sending out these emails, you are building a relationship with them so they Know, Like, and Trust you. The keys to making sales easy.
You’re also being persistent in a friendly way, so that when the time comes for them to move to their active buying stage, you are there with an easy way for them to get started.
Do You Have A System For Creating Customers?
By now, you should see the value in implementing a system for creating customers. Another byproduct that we didn’t touch on, but is very valuable, is that when you have a system, you can TEST what’s working and what’s not.
The elements in your system may not always be home runs. Most likely, very few will be. And it’s important to know this is not a one and done attempt. The system is reliable. The elements are what you need to test and improve.
Most social media ads fail on their first run, but that collects data for you to make the next campaign work. Maybe the original kind of blog posts you’re writing aren’t getting the attention of your audience. The offer you are making on your website might not convert a visitor into a Lead because it’s not intriguing or valuable enough from their perspective. Your email offers might not be irrefutable enough to motivate active buyers.
But when you have a system in place, you can see where there is a drop off and make improvements.
The system is the track to get your car on the road. Once you start driving, it’s easy to course correct.
But you can’t steer a parked car.
So take the time to focus on your 3 simple questions and put a system in place so that you can start testing and improving your customer acquisition and growing your HR Tech company more reliably and more profitably.
If you want to share this article the reference to Todd Giannattasio and The HR Tech Weekly® is obligatory.