Financial Data
Updated 29 Feb 2020


Your start-up guide to (better) connect with potential clients online

The start-up culture venerates digital connectivity. These days, a company’s operations are expected to be Cloud based. Are yours? 


Rhyse Crompton, 28 June 2017  Share  0 comments  Print


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All the answers to your unique business lifestage questions

Human resources tools, accounting processes and banking are all done online today. And, it is daunting. No less when you realise the importance of digital marketing, and communicating your business’s service and products to the growing market.

Some small business owners will realise the enormity of marketing online, and are often scared away from making any investment toward the now-commonplace business practice.

‘Start where you are. Do what you can’– Arthur Ashe

There is some consolation for those that hope to gain an online voice, and attract buyers through digital channels; that is, it’s never too late to start.

All you need is a computer and Internet access, and you have the necessary tools to begin an online campaign, no matter how insignificant it may be. The most important part of marketing is the figurative action of raising your hand and showing the community that you exist.

Related: 5 Ways to wow your customers right now

There is no hope of finding online clients if you don’t first take some form of action. For many, this may be the design of a marketing emailer that you intend on sending out to all your clients. For others, it may be the creation and design of a Facebook page. Whatever the first step, make sure that you take it, now.

Know your client

Just as you hope to be noticed in the considerable whirlwind of voices in the modern marketplace, it is just as important for you to understand your client. If you are communicating with your client, and you do not understand their needs and desires, then how can you hope to appeal to their better judgement?

To assist you in communicating with your client effectively, and help them understand that your business is their best choice regarding a service or product, there are a few ways of ‘getting into their heads’:

Most important is the consumers’ will in achieving their desires

Everyone who is actively searching the marketplace for a product or service desiressomething,and thatsomethingmay well be the product or service that you are selling. However, just because your product or service matches their needs, it may not have registered on their intimate list of desires.

Make sure that when communicating with the potential customer online, that you don’t sell yourself short of helping them achieve their desires. Does your product or service give them what they want? If so, communicate that with them.

Help the client inform their identity

If social media has proved anything to the objective viewer, it is that people seek to create an identity for themselves. You can see it every day when people communicate their advocacies and dislikes. Whether you are selling a product or service to an individual or a business, you are selling to a customer that takes active part in continually updating their identity.

What identity does your client attempt to uphold? If you know the answer to this question (which will require a fair amount of communication), then you can instil a sense that your product and service can assist them in conforming to this identity.

Are you selling to a wealthy client that wishes to be affluent and distinguished? Then help them understand that your product will allow them to achieve this goal. If you can do this online, through the correct branding and communication channels, then you are well on the way to winning them over.

Related: Are your customers (really) loyal or because there’s no better choice?

Make the client believe in your claim

The clientneedsto believe your claim of being the business that can give them what they want. They alsoneedto be convinced that you know what identity they are trying to exhibit. Without believing you, they will lose all their loyalty toward your brand.

So, how do you get customers to believe you?

You must create an identity for your business, just like other businesses have their own identities.

Creating anidentityallows customers toidentifyyour brand. However, once you have openly stated your position in the marketplace, you must remain loyal to it. Customers are not blind to instances whereby your brand has communicated differently online and off.

For example, if your business sells heathy vegetable and fruit juices to a modern, health-conscious crowd, and identifies itself as a brand that encourages healthy living, then people would be distrustful of your brand if any information published online is contrary to this. Staying loyal to your own business’s identity is an important part of the belief process.

Bringing it all together

So, to effectively communicate with your client online, and make them feel as though you are addressing them directly and personally, you will have to bring all the above elements together.

It’s important to follow the key step in the abovementioned process, and that is tostarta campaign of online branding. However, to ensure the campaign’s success one needs to understand the client, convince the client of the brands ability to ensure an identity, and create trust and belief between the client and brand.

If you can successfully integrate understanding, identity and belief into any form of online communication, then you’ll have found the recipe to success. 

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About the author


Rhyse Crompton

Rhyse Crompton is a director of Optimal Impact www.optimalimpact.co.za, a digital conversion optimisation start-up based in Johannesburg. With a number of content marketing, SEO, CRO, social media marketing, and PPC marketing tricks up his sleeves, he is determined to take his business to the top of the digital marketing plateau. Alongside his business partner, Slindo Ngubane, the duo are passionate about assisting businesses of all sizes to improve their digital presence.

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