One of the biggest mistakes new business owners make is not putting themselves out there and failing to create a plan for customer acquisition. Contrary to what some might think, building a business does not automatically guarantee that customers will come flocking in. It’s not like the famous movie quote, “If you build it, they will come.” If no one knows about you, how will they ever find you?
The truth is, everyone finds everything online these days. Whether it’s for a service, a product, or information, the internet is where people go first. As a business owner, you have to be online. You need to have a strong online presence and be in the places where potential customers are searching for services like yours.
Establishing Your Online Presence
The first place to start is Google. Make sure you have a well-optimized Google My Business page. This is crucial for visibility, especially for local businesses. Additionally, you should claim your business on other popular online directories that cater to home service providers, such as HomeAdvisor, Angie’s List, Yelp, and other platforms relevant to your industry. These platforms help people find your business when they are actively searching for services in your area.
However, even with a solid presence on these platforms, simply listing your business online is not enough to get customers to your door. It won’t necessarily make your phone ring, and it won’t set you apart from the thousands of other businesses in your niche. The competition is fierce, and you must work harder to put yourself in front of potential customers.
The Importance of Direct Marketing
One of the best ways to get in front of potential customers is through direct marketing. If you have the budget for it, direct marketing can be highly effective in reaching the right audience with tailored messages. However, if you’re just starting out and your budget is limited, you can still get things moving by leveraging your contact list—starting with friends and family. This can help you get your first few jobs and build your reputation, but it’s not going to be enough to sustain your business long-term.
Why Word-of-Mouth Isn’t Enough
While organic growth through word-of-mouth is valuable, it should only be seen as a supplementary source of business. Relying solely on referrals and customer recommendations is not a sustainable growth strategy. You can’t depend on others to spread the word for you indefinitely. What you really need is a plan to regularly and consistently bring in new leads and convert those leads into paying customers.
Word-of-mouth will never replace the need for an active marketing strategy. You need a system in place that actively brings in customers every month, whether that’s through online ads, networking, or other lead generation strategies.
Conclusion: Build a Plan for Consistent Lead Generation
In summary, while building your business is an exciting step, the hard work doesn’t stop there. Customer acquisition is key to long-term success. You need to make sure your business is visible online, starting with Google and relevant directories. From there, consider direct marketing strategies to reach potential customers. Don’t rely solely on word-of-mouth or referrals—those are important, but they won’t sustain your business alone.
You need to figure out how to regularly and consistently generate new leads and convert those leads into paying customers to keep your business growing and thriving.✌️
Justin Hubbard
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