Who are the “better customers?”
They are the ones who fit well and last long.
Better customers are clients who searched for what they need, found your brand, and found it attractive. They enjoy a good relationship and much prefer to do business with you over your competitors.
Promotion
This is why marketing driven leads are often superior to sales-driven prospects. When a sales prospect is chased after, they can sometimes buy from pressure, not a genuine desire to do business at that particular time. And while they may receive a good product and a fair price, they are never really happy, and rarely if ever express gratitude or appreciation. Does this make sense, or sound familiar?
Attraction
But when a prospective client has a strong awareness of your brand name and likes what they see and hear about it, they’ll search you out. And if your brand delivers as expected, those customers know they’ve made the right choice and tend to stick around.
Again, better customers just fit better. Everyone’s always looking for “the right fit” and when we find it, we want to keep it.
This concept is important! You could say the key to profitable, steady, long-term growth is to attract better customers, not just any customers. So, how is it done?
Branding Authentically and Staying on Brand
Does your company stand out for any particular reason? Our firm is known for high-quality content writing and depth of marketing experience. One of our clients is known for the highest quality used auto parts. What about yours?
Make sure your branding goes well beyond logo and color choices and into emotional connection with your target audience. Be consistent in your branding design and value-based messages across all media and in person at events.
Most importantly, deliver as your brand messaging promises the market. Offer a consistent experience and happy customers will spread the word. As we all know, word-of-mouth referrals tend to stick. And so do customers who search the market and identify the right company for their preferences.
Now we know why good branding and consistent marketing attract better customers.
