It often happens to me that I hear from entrepreneurs with ideas with great potential and who invest time and resources to make them come true. But once they have the products, develop the sales channels, etc, they don’t understand why the sales don’t rain down on them.
Sound familiar to you too?
One of the keys to successfully developing a business, in addition to the product and sales channels, is having an audience. This is one own audience to which to be able to communicate all kinds of messages when deemed necessary.
It’s never too early to start building that audience. And it is a task that continues, endlessly, throughout the life of the business.
So, this is the topic that we are going to talk about in this series of articles: how to build an audience, how to nurture it, what strategies to apply and how to convert those followers and subscribers into customers.
In order to have that control, so that you don’t sit around waiting for customers to magically come to your store, it is important that you understand the reasons why it is essential to build an audience for your business.
1) Have the power of continuous communication on your side
As I mentioned before, it is important that you have control when it comes time to want to make a communication about your business.
What does this mean?
That it is essential that from the beginning of your business you build a database collecting subscribers and followers. You can’t wait for your potential customers to casually come across your products or rely on appearing organically in search engines.
If you want to communicate your new products, promotions, events, etc. you need those direct contacts to have more possibilities of access and therefore, of sale.
There are going to be many moments to put together that base, which we will see later.
It may sound basic to you, but many opportunities are ignored by not keeping in mind the importance of adding to this public at all times.
2) Relate on a more emotional level
Show other aspects of the brand beyond the product itself and it is essential today.
One of the things that consumers value from brands is that chance to get to know them on a more personal level. Feeling that they are not just “customers” but that they establish a relationship with the brand they are going to buy.
They allowed them exclusive access to a previously unknown side of brands and celebrities: behind the scenes, production processes, everyday life.
And it is the possibility of showing this more emotional side to your audience that helps to reach them in a different way, bond and, in the long run, achieve more sales.
3) Customer loyalty
This possibility of continually communicating with your audience, of generating a more personal relationship with your clients and potential consumers, leads to their loyalty.
What does this mean?
That when buying It will be your brand that they have in mind and for which they decide. That when recommending it to a friend or family member, it will be your brand that they have in mind.
This happens for new customers, who finally decide that it is time to buy and having had those contacts with your brand, you become the first choice.
And it also happens for people who have already bought from you but maintained that “relationship” with your brand and when it comes to buying again, they choose you again.
4) Possibility to segment
Another reason why it is very important to have a base for your business is the possibility of segmentation that this offers.
This means that you will be able divide that audience and directly target the needs and wants of each.
For example, when running a campaign for a special date, such as Christmas or Mother’s Day, it is very useful to be able to divide between clients and non-clients, between men and women, etc.
The message you want to send to a client, who already knows your brand, is not the same as it is to a potential consumer, who has not yet experienced your products.
5) Convert followers and subscribers into customers
And the most important reason for building this audience, the one that encompasses all of the above, is to try to convert as many people as possible into customers.
Having an audience with continuous communication, that is related to your brand on a more emotional level, that is faithful to your products and that feels that you know it through specific communications for its segment, will have a very positive consequence: sales. and more sales.
In the next article of this series we are going to see what are the main sources to build this audience, to capture that own public and be able to work with it.
What do you think about it? Do you have a product and are you going to work on building your audience but you still don’t have your online sales channel? I recommend you try Tiendanube free for 30 days to see how easy it is to have your own virtual store and .
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