Entrepreneurship

5 Ways to Leverage Your Existing Customers for Growth

| Danielle Geva

Rising Bread

No matter how small your current user base is, these five simple tactics will help you acquire new customers by leveraging existing ones.

1. Video Testimonials

Creating video testimonials is a powerful way to convey customer satisfaction and convert prospects. You may have been avoiding video due to high production costs, but unlike your intro video an engaging testimonial can be as simple as a Skype screen capture. The lighting doesn’t matter as much as the sound; however, don’t forget to have the customer clearly state their name and company (if relevant). Upload the videos both to YouTube and your site, and consider using memorable quotes for written testimonials. Instead of constantly asking loyal customers for references, you can now simply direct an endless number of prospects to the videos at any time.

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Do The Hustle

| Danielle Geva

My product is the BEST one out there.

I have a talented team, and some great contractors on board.

So why won’t you sign up already?

I’ve tried everything to get your attention, but you’re too busy to see that my startup is going to be the next big thing.

I spent $20 buying thousands of likes for my Facebook page, and so far only 15 people are talking about it.

Facebook Likes

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Why do you want to work for us?

| Danielle Geva

The Office

The make or break question. Interviewers often end interviews with this seemingly simple question in order to weed out those just looking for a paycheque. However, less than qualified candidates can fake interest with a shallow answer.

It seems as if some candidates prepare for interviews by only spending a couple of minutes on online research. They then mention a unique aspect of the company during the interview, which may fool some inexperienced interviewers. While information can be harder to find when applying to smaller businesses, I used to wonder why recently launched startups even asked interviewees “why do you want to work for our company?”.

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Your Company’s Five Customers

| Danielle Geva

#beta #invite

Every business has to deal with these five types of customers. Below are some tips on how to treat each customer, once you’ve identified which category they fall into.

1. The Early Adopter

Characteristics
The Early Adopter signs up before you’ve even had a chance to read your own launch announcement. They are eager to try the latest products, and their Twitter feed is full of “I just signed up to x, join me now… #beta #invite”.

How To
Beware, it won’t be long before the Early Adopter gets distracted by the next shiny startup and forgets all about you. One way to keep these customers around is to make them feel like insiders and constantly update them on new features. Don’t worry if they do disappear, as they are often not your target audience. However, try to keep the Early Adopter engaged long enough for the word to reach prospects in her network.

2. The Groupie

Characteristics
The Groupie is an Early Adopter that felt so special she decided to stick around. These customers will bombard you with suggestions, and won’t hesitate to answer any requests for feedback.

How To
Accept their advice graciously, but don’t feel compelled to satisfy their every demand. You might find some gems, but as much as these customers love your product, you’ll notice the Groupie rarely converts into a paying customer.

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Never Underestimate the Competition

| Danielle Geva

Craigslist

How many times have you exchanged emails with your team linking to a horrendous looking website?

It’s easier to poke fun at a competitor and underestimate their ability based on appearances, than to actually do the research. While, it may boost morale in the short-term, you won’t be smiling when your customers suddenly switch over.

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