Attracting Potential Customers Organically: Optimizing Your Online Presence - Warm Thoughts Communications
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Attracting Potential Customers Organically: Optimizing Your Online Presence

Posted on March 6, 2019

potential customers
By Melissa Bellas
When it comes to acquiring new customers for your business, you have two options. You can either sit around and hope that new customers will call your office – or, you can take a proactive approach to reach those ideal prospects. And with customers being the lifeblood of any business, it’s no surprise more and more propane, heating oil and HVAC related companies are honing in on their customer acquisition strategies. But what exactly does a successful customer acquisition model entail? Beyond the obvious acquisition of new customers, a strong strategy encompasses all aspects of the marketing funnel, guiding prospects from lead generation all the way through lead nurturing and eventually, closing the sale. Here are some tips to keep in mind.

Take Stock of Your Website
There’s no denying that we live in the digital age. When people are in need of a propane delivery, heating oil, or HVAC service, they go online. As such, your website is often the first experience prospects and customers have with your business and brand – and it’s important to make a good first impression. To keep up with the needs of today’s consumers, your website needs to be accessible, easy-to-use and full of relevant content to keep them coming back for more. Tracking the user-journey and actions taken on your site provide valuable insight into what links visitors are clicking, what pages are producing the highest bounce rates, and the average time spent on your site. As a result, you can make improvements to your site accordingly.

Work with the Search Engines
In search of a local business? In all likeliness, you’re going to simply “Google” it. But consider this – 75% of people never scroll past the first page of search results1. If you want to be the local business getting the call, you need to rank on most coveted spot – page one. Organic search is derived on the basis of optimizing your website content so its easily found by your target audience. Identifying the right mix of keywords for your website’s pages and applying them to your site content is undeniably, one of the best ways not only to drive traffic to your website, but also boost customer acquisition. With this in mind, it’s no surprise that companies worldwide are reporting SEO and organic growth as their top priority when it comes to inbound marketing.

Get Social
There are now 2.77 billion social media users worldwide2, and of which, 1.62 billion are on Facebook3. You can safely bet some of your customers and ideal prospects are on there! Not only is social media a great way to generate brand awareness, drive engagement and showcase your company’s personality – it’s a proven platform to generate new sales for your business. In fact, research shows that 58% of marketers who have been using social media for at least 1 year state that it has helped them improve search rankings, and thus, increase sales4. Social media is a more personalized approach to directing prospects to targeted web pages or sales materials, guiding them through the journey towards acquisition.

Encourage Referrals
When it comes to acquiring new customers, referrals = gold. For most businesses, as much as 65% of new business comes from customer referrals5. And with people being 4 times more likely to purchase from a business that was referred by a friend6, referrals are one of the cheapest, yet most effective ways to grow your business. And to get them, all you need to do is ask. Consider creating a referral program in which you offer current customers incentives to refer their friends. Whether it be a discount on their next delivery, a free tune-up, or a physical gift, determine an incentive that is both reasonable for your business and valuable to customers. It’s all about giving your customers a reason to want to refer you.

Get Blogging
One of the most effective ways to drive traffic to your website, blogging provides virtually endless opportunities to engage with your audience whether it be via enticing calls to action or participating in a discussion in the comments. As a result, blogs have taken the lead as one of the best methods for organically acquiring customers. In fact, 79% of companies that blog report having a positive ROI for inbound marketing. Moreover, 82% of companies that post blogs daily have acquired a customer as a result7. Every blog post you publish not only adds more content to your site, but also another page for search engines to index – and Google loves new content!

Business development is not something that you can simply ‘set and forget’ – it needs to be a consistent and focused effort. Regardless of business size or industry, customer acquisition is a key force in driving growth and revenue for any business.

Warm Thoughts has generated successful outcomes for clients by understanding how to attract more qualified leads, and, even more important, engage them. Contact us today to see how we helped a mid-sized diversified energy and home services company increase their customer base by 300%.

300 Broadacres Dr. Suite 205
Bloomfield, NJ 07003

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