What are inexpensive ways to get more (quality) people in the door?
I have tried numerous plans including facebook advertising and they do not seem to generate leads. I spent $500 on Facebook advertising, received 28 leads, but only 2 came into the office and did not buy anything. I've also spent money on a high-end Linkedin program that was not successful.
We donate gift certificates to nonprofits holding fundraisers to be won in raffles or auctions, but it also seems like very few people redeem them (they receive the GC but forget about them).
I send out weekly e-mails and try calling customers, but get very few answers.
Jan, it looks like your business is very special – in the sense that you will not be able to sell your products at Walmart. Although I do not have any details, I can say that it is rather “high-end” and not a mass-market offering.
In your situation, Facebook and LinkedIn programs (even “targeted”) bring no result. It is very personal, and hence you may only be successful in a focused niche, with a limited number of high-margin customers. Likewise, an average marketing or PR agency will hardly be of help.
I daresay, your customers are not attracted by raffles or freebies or GCs. Rather, "your" customers use your product and services when they need them and *not* because they happen to get them free. What makes things worse, people do not take free services seriously, hence offering freebies will negatively impact your business.
You need to literally sit down and write up a detailed portrait of your target – paying! – customer: age, gender, household income, occupation, location, etc. Then brainstorm where you can find them. You may see that there are not too many real customers in your area.
BTW, this exercise will also demonstrate that your website content does not really matter much, although you receive offers to upgrade it every week.
Perhaps you should get in touch with other non-competing professionals or retailers who have the same target clientele: boutique gyms? dietitians? shrinks? private clubs? vegan restaurants? To them, you can offer an incentive (e.g.: that very GC) if their clients come to you, or let them bundle your service into their packages.
You should also take another sheet of paper and put together a detailed list of your direct and indirect competitors and of their services. What do they offer that you don’t? Most important: what makes your business special? Make sure that this unique value is emphasized on your web site and in all sales pitches.
It is that EXTRA VALUE, not low cost, that will attract clients to your niche business.
Hi Jan, I understand how you feel. I also advertise and social networks but for free such as Facebook, Instagram, and other similar platforms. I've found that Facebook is not much high quality, many people come for casual chatting, and people are mostly from India and Pakistan.
If I were you, I would choose some professional B2B platform and search engine like Google because our UVC LED sterilization products to target specific consumers.
I honestly don't have a lot of experience with your particular industry, but out of curiosity I did a search on you and I think I found your website. I think you could emulate your competitors by putting more information about your services rather than just the products. I don't know if that would get you the results you seek, but I'd suggest considering a change with the website.