Making Customers Come to You

learn more about Rosalind Resnick

By Rosalind Resnick

Opinions expressed by Entrepreneur contributors are their own.

cust-come-you.jpgLast night, my web developer and I were batting around some marketing ideas for a new site that we're creating and he told me the problem he's having in building his business.

Even though he's a talented guy who can troubleshoot technical problems and whip up cool software in a flash, my developer lives project to project and his business often ricochets between feast and famine. Unfortunately, there's no list he can rent of companies with impending tech disasters or sites that are about to get hacked. And running ads on TV, radio, bus benches or in newspapers or magazines wouldn't be a cost-effective way to reach his target market.

That's why I suggested that he turn traditional marketing on its headand adopt a strategy that makes clients come to him. A locksmith, Iexplained, has no idea who's going to lock himself out of his house orwhen. But, by advertising in the Yellow Pages or putting a sign in hiswindow, the locksmith can improve the odds that, when someone in hisservice area does get locked out, he's going to get that call.

Thanksto the Internet, I told my developer, identifying customers' painpoints is pretty simple. Just make a list of the search terms thatbusiness owners and executives might type in when their site getshacked, their network gets infected by a virus or their customerdatabase gets hopelessly screwed up. Then design a web page for eachtype of problem that you solve and optimize it for the search engines.Once you see which pages get the most traffic, you may want to buy somekeywords as well. This way, at 3 AM or whenever the client's technologyfails him, you can ride to the rescue and charge a premium price foryour service.

It's clearly a strategy that works. Severalmonths ago, I sat down with the CEO of data recovery company who had animpressive list of Fortune 1000 clients posted on his site. He doesn'thave a sales force, and he himself hasn't spent five minutes makingcold calls. He reeled in all these clients using search enginemarketing. But, while he's managed to build a nice business helpingcompanies save the data on their hard drives and laptops, he now needsto figure out how to turn these individual sales into long-termrelationships -- the kind that generate monthly retainers and softwaredevelopment projects.

As for my web developer, the first step is getting his phone to ring.
Rosalind Resnick

Rosalind Resnick is a New York-based freelance writer, entrepreneur, investor and author of The Vest Pocket Consultant's Secrets of Small Business Success.

Related Topics

Editor's Pick

Everyone Wants to Get Close to Their Favorite Artist. Here's the Technology Making It a Reality — But Better.
The Highest-Paid, Highest-Profile People in Every Field Know This Communication Strategy
After Early Rejection From Publishers, This Author Self-Published Her Book and Sold More Than 500,000 Copies. Here's How She Did It.
Having Trouble Speaking Up in Meetings? Try This Strategy.
He Names Brands for Amazon, Meta and Forever 21, and Says This Is the Big Blank Space in the Naming Game

How to Detect a Liar in Seconds Using Nonverbal Communication

There are many ways to understand if someone is not honest with you. The following signs do not even require words and are all nonverbal queues.

Business News

American Airlines Sued After Teen Dies of Heart Attack Onboard Flight to Miami

Kevin Greenridge was traveling from Honduras to Miami on June 4, 2022, on AA Flight 614 when he went into cardiac arrest and became unconscious mid-flight.

Business News

These Are the Most and Least Affordable Places to Retire in The U.S.

The Northeast and West Coast are the least affordable, while areas in the Mountain State region tend to be ideal for retirees on a budget.


After Early Rejection From Publishers, This Author Self-Published Her Book and Sold More Than 500,000 Copies. Here's How She Did It.

Author Karen Inglis breaks down the strategies and tactics you need to generate awareness and sales for your self-published book.

Business News

Jake Paul and Lindsay Lohan Fined $400,000 for 'Illegally Touting' Crypto

The SEC just disclosed that eight celebrities agreed to a massive settlement without admitting guilt.


Entice Customers to Make Additional and Larger Purchases Using These Two Tactics

With transparency, permission, and an eye on the customer's perception of value, you can knock both cross-selling and upselling out of the park.