On Target – 5 Ways to Attract the Right Audience for Your Small Business


As a small business owner, it is likely you’ll have your hands full with everything it takes to operate your business and manage your staff. In order to keep your customers coming back and gain new clients to sustain your business, it’s essential that you have a focus on growth and generating new leads. Here are five easy ways to kick off this process and draw in a wider audience:

1. Effective Branding

Your brand is more than just a logo – it’s your business’s entire appearance and should embody your values and ideals. A clear brand message makes it easier for customers to identify your business and for you to analyze and connect with your audience. If you’re not sure how to get started with branding, consult a professional brand design agency. They will help you create consistent a consistent brand image across your physical business or storefront, products, and online presence.

2. Social Media

Social media is not just an option for your business, it’s very much a necessity. Facebook alone has over 2.27 billion users, simply creating a page increases your chances of exposure. Same goes for other sites like Instagram, Twitter or LinkedIn. They’re free to sign up and have advertising tools you can use to analyze your audience and create more targeted content. Maintain your social presence with relevant posts, photos and videos to engage your audience and slowly but surely you’ll cultivate a community that will, in turn, increase your leads.

3. Use Videos To Your Advantage

Marketers are increasingly saying that the future of media is video. According to research by Google, over 50% of internet users looked for videos related to a product or service before visiting a store. You don’t need the fanciest equipment or an award-winning cinematographer. To get started with simple online videos, a smartphone or digital camera will do the job. You can create product videos for your online shop pages, how-to videos and profile videos to engage your audience online or entice customers browsing your web or online shop.

4. Networking and Events

Don’t underestimate the effects of direct marketing and being able to connect face-to-face with others in your industry, potential collaborators and customers. If opportunities arise, participate in trade shows, markets, industry conventions, industry events and networking events that relate to your niche.

This way, you can build more credibility, establish your business/brand and learn from others in your field. Don’t turn down the chance for collaboration or to speak or present at an event as this too will open you up to a broader audience that’s already interested in your niche.

5. Ongoing Market Research

A product, service or strategy that worked well five years ago may not today. Markets change, industries change, and people change, so in order to understand and serve your audience best and attract the right customers, your business needs to grow and adapt as they do.

Be sure to review your business plans and marketing strategies at least yearly. Customer surveys and reviews are an easy way to get direct feedback from your existing clientele. Including open-ended verbatim questions like ‘How can we improve our service’ or ‘Why/why not would you recommend our service’ is an easy way to identify gaps based on your clientele needs.

Growing a small business can seem increasingly tricky, but by establishing your brand and following through on these five strategies, you’ll be able to increase your sales leads and gain your ideal customers in no time.