Attracting customers to your Southern California Lighting or Energy Control business has always been a challenge. We almost never hear business owners complain that they have too much business or that they have too many qualified leads. And it seems that these days, the challenge has gotten even tougher.
Marketing budgets have been pared down, and on top of that, methods that used to work don’t work anymore. And yet, the need to bring in good leads is as pressing as ever. So how do you go about it?
Part of what’s happened is that the way your customers do business has changed. That means the way you attract them needs to change as well. Generating new leads and attracting customers has gone from “push” to “pull.” Here’s what that looks like,
Conventional marketing methods pushed information out to customers. Lighting businesses used to send out mailings and catalogs in an attempt to attract business. They’d run ads in the Yellow Pages and maybe in some magazines or newspapers. They’d push their products and services out into the public in hopes that people would respond. And they’d make cold calls to individuals who really didn’t want to talk to them. Think of the image of a “pushy” salesperson.
Customers today aren’t waiting for this kind of information. They have questions. They have problems they want to solve. They’re not waiting for a catalog so that they can buy. They are looking for information about which solutions will meet their needs. When they get it, then they’re ready to buy.
Where do you think your customers are looking? They’re not looking in the mailbox. They’re not reading magazine ads. They’re not pulling out the Yellow Pages. They’re looking for information online.
So how do you attract them to your website? It’s not just by putting your catalog online. It’s not just by telling them how wonderful your products are. What pulls potential customers into your site is when you offer them information that answers their questions and solves their problems. By enabling them to make a good buying decision, you win their trust—and maybe their business.
It’s called inbound marketing. It pulls customers in with helpful content and allows you the opportunity to win their business. And it’s a whole lot more effective than trying to push products or services on someone who may or may not want them.
How are you interacting with your potential customers? Are you pulling them in with great content that helps them? Or are you pushing them away with sales pitches they don’t want to hear?
If you’d like to explore a bit more about what inbound marketing is all about, download our free 5 Essential Steps to Generating Leads Using Your Website whitepaper. You’ll discover the five secrets of inbound marketing and learn how to make cold calling a thing of the past.