Attract New Customers With Social Listening

Jamie Turner

Now that the holidays are over, you’re probably interested in finding ways to drive even more customers to your location. After all, the more new customers you have, the more revenue you generate. And the more revenue you generate, the more profitable you are. Social listening tools, along with a few more clever techniques, can help you do that.

A recent study from Google found that more than 50% of shoppers are open to purchasing from new retailers. In other words, if you target the right people, you can encourage them to visit your location, which means more customers for your business.

With all that in mind, we’ve come up with four techniques to help you understand what’s on the mind of your prospects and attract them to your business.

Use listening tools to learn what your prospects and customers want

Did you know that you can use free online listening tools to find out what kind of products and services your customers are looking for?

If you haven’t already set up Google Alerts, that’s a great place to start. Google Alerts will send you an email summary every time a keyword or keyword phrase is used in a blog or news story online.

Want to find out what people are saying about your business? Listening tools are perfect for that. Want to learn what kinds of products are services people want to buy? Ditto. You can even set up listening tools to show you what people are saying about your competitors. It’s all right there at your fingertips.

There are plenty of great listening tools you can find by simply doing a search for “online listening tools” or “social media listening tools.” Many of them can even provide insights into the sentiment behind the comments. Just type a term into the tool’s search box, and it will provide a list of recent mentions, along with an analysis of whether the mention was positive, negative, or neutral.

Use local SEO tools to make sure customers can find you

Search engine optimization (SEO) is the process of getting traffic to your website via search engines. When done correctly, good SEO helps customers and prospects find you online, which ultimately results in more foot traffic to your store.

Given the fact that nearly 50% of the searches conducted on mobile devices result in a trip to a nearby store, it’s particularly important that you show up in local search results. If you do a search for “local SEO tools,” you’ll find plenty of tools that will help you show up online and attract more customers to your business.

Give your customers a reason to come back

There’s an old saying in marketing: The most important purchase your customer makes isn’t the first purchase, it’s the second purchase. Why? Because if the customer makes a second purchase, that means you have a repeat customer who is likely to come back again and again.

What are you doing to ensure that your customers come back? Good customer service is a given, so in addition to that, you can use bounce-back coupons that encourage them to visit your store more quickly than they might have otherwise.

Bounce-back coupons are designed to get customers who might ordinarily come back in 4 weeks to come back in 3 weeks instead. That way, you not only get them to come back again, but you get them to come back more frequently than they otherwise would have.

That one-two punch can be a very effective tool for businesses of all sizes.

Learn as much as you can about your customers and prospects

Would it help you to know what percentage of your customers are millennials vs. baby boomers? How about learning what zip codes drive the most customers to your store? Or what if you could compare two of your locations to find out the demographic differences between the two?

The more you learn about your prospects and customers, the better able you are to meet their needs and expectations. The good news is that there are tools to help you do exactly that.

You can take anonymous mobile data and use it to gain insights about your business and your competitor’s business, and get answers to the questions outlined above and much more.

For example, you might want to analyze the foot-traffic patterns to find out when you have a spike in traffic to adjust store hours or staffing. Or you might want to learn the demographics of the people visiting a competitor’s store. You might even want to find out how far people will drive to reach your location. There are tools that can help you answer all of those questions.

The bottom line

If you’re in business, you know that one of your most important jobs is to attract new prospects to your location. Many of those prospects will become customers, and some of those will become repeat customers. And repeat customers are the secret to your future success.

For more insight on the customer experience, see 4 Consumer Behavior Facts To Grow Your Retail Business.

This article was originally published by SAP Digital. It is republished by permission.


Jamie Turner

About Jamie Turner

Jamie Turner is an internationally recognized author, entrepreneur and CNN contributor who writes and speaks extensively about branding, marketing, and business.