Should you push to convert harder or get more visitors?

Often, getting more visitors is the easier lever. Doubling a 1-in-10 conversion rate is harder than bringing 10 more visitors through the door.

Why does every business need email marketing?

Marketing to a known contact always works better than reacquiring strangers. Even with low open rates, one email can land a major client.

How to Attract Customers

You run a small business. You can't outspend the big players on ads or price wars. Your best move? Build customer relationships. You need to make your business, products, and services genuinely attractive.

Before you can do that, answer these three questions:

Does your niche allow you to grow?
Niche specialization helps you differentiate and compete against larger rivals. It can reduce direct competition. But a smaller niche often means higher costs to reach customers. You need a specific niche where you stand out, and it must be large enough to support your operation.
Are you aware of who pays for your vacations?
It's easy to forget the customer's role. They pay for your team's salaries, your kids' tuition, your mortgage. So, treat clients well. It builds loyalty.
Not every customer is equally valuable, though. Focus on profitable customers. This doesn’t always mean chasing wealthy clients. Profitable customers pay a fair price and help you hit your financial targets.

Do you understand your numbers?
Foot traffic isn't enough. You need to convert those visitors into paying customers. Many chase conversion rates without understanding the underlying mechanics.
If 1 in 10 visitors buys, don’t just push for 2 in 10. That’s often a harder lever. Instead, ask how quickly you can bring in 10 visitors.

5 steps to increase your attractiveness

1. There are no small customers

Even a one-time buyer spreads the word, bringing in more business. One good deal can secure a lifetime client. Stay in touch.

Selling a consumable? Track its average lifespan. Schedule a follow-up. When it runs out, you’re there to offer more.

2. Get their contact information

Without customer contact info from day one, you'll spend more to win them back later. Marketing to a known contact always works better.

Every company needs email marketing. Getting an email isn’t easy. People are tired of spam. Show them the value your newsletter delivers.

Low open rates at first? Don’t quit. One email can land a big client. (Learn how to increase your open rates here).

You can also invest in events or gifts for customers. An event might not close sales on the spot. But more people learn about your business. That builds potential customers and revenue over the year. Always collect attendee info to measure event impact.

3. Don't only motivate your employees

You motivate your sales team. Don't forget the power of client referrals. Clients want VIP treatment for their loyalty.

They want to join a select group, earning discounts, free products, or other incentives for buying more or bringing in new customers. This is your customer reward program.

4. Get your business known by concentrating on your credibility

People buy from those they know and trust. Credibility matters. An attractive business is useless if no one knows it exists.

Build credibility: position yourself as a specialist. Write articles, run a blog. Educate customers on their needs. These steps build relationships and commitment with prospects.

Your website is your digital handshake. It draws customers who search for value online. If people can’t Google your business, it doesn’t exist.

5. Learn how to use social networks to grow your business

Company growth links directly to network growth: who you know, who they know, and the reputation you build. You need a sharp pitch. Focus on the benefits you deliver, not just how you do the work.

Stop pushing sales. Build relationships instead.

Not everyone you meet needs your product. They won’t become customers. But they might know someone who does. Build affinity. Engage them. That generates referrals.

Care for your current customers. Build non-competitive alliances with businesses where your customers already spend money. Stay top-of-mind.