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4 Ways to Generate More Custom

Gasthaus und Spezialitätenladen Wachau, Dürnsteinerhof, Österreich
Martina Mercer
February24/ 2016

If you have a business that’s predominantly online you probably have a great website, a list of contacts and social media accounts. You may have optimised all areas to ensure your bounce rates are low but what can you do when you hit a plateau?

The best businesses don’t stop, they keep moving at a rapid pace to bring the customers in, to engage and to be a part of every conversation online.

Here are four ways to generate more custom.

Sales Letter/Emailer

A great sales letter can bring in new customers. Considering that only 2% of recipients will go on to contact you after reading a sales letter you need to send a few. A sales letter isn’t worth the time or effort if you send it to less than a hundred people. Your sales letter should also have:

  • An offer
  • An attractive heading for scanners
  • Reassurance that the customer doesn’t have to do anything to benefit
  • Clear calls to action
  • Time sensitive deals
  • Potential for follow up

It should also make the reader want to learn more, ideally so they click to visit your website.

Refresh Your Content

Any efforts you make to bring more customers to your brand are in vain if your website, social media campaigns and online presence aren’t optimised. Does your website tell them what they need to know? Does it have strong calls to action? Does it lead them to your contact or buy button? Is it updated with fresh content daily?

Are your social media accounts full of information? Does it have contact information? Do your updates show you as an authority in your industry? Do they make people want to act? Are your profiles full?

Be Part of the Conversation

There are many forums on the web that allow you to take part. Just joining the conversation can raise awareness. For instance if you’re a holiday lettings company you can answer all questions (with authority) in tax forums about second homes – appealing to the exact customers you need at the same time.


Online networking is essential for any business. Staying within the same theme you can connect with second home owners through LinkedIn. You can attend owner’s events. With Google at your fingertips you can gain access to every customer you need. If you can’t find a networking event close to you via LinkedIn, launch your own. Have a party, invite holiday home owners and bring the networking to you.

These are just a few ways in which to bring more business in, there are many more. For example, your social media accounts have a host of potential yet they must be interesting.

They must share useful tips and advice, news, blogs, images and videos to give people a reason to follow or like you.

Your website meanwhile can appeal to many searchers in the demographic you’re targeting by having daily or weekly blogs that set you as an authority in the industry. Staying on the same theme for holiday lettings companies this would be subjects such as:

  • Tax breaks for second home owners
  • How to decorate a second home on a budget
  • When do you keep the damage deposit?
  • Bes ways to communicate with holiday makers
  • The top five pubs for a carvery in XXX area
  • Walks to do with a wheelchair
  • Events to look forward to in XXX this summer

And so on.

In short, you need to keep the momentum going and never stop, ever. That’s when people will want to jump on the train to share the journey with you!

Martina Mercer

Martina Mercer is an award winning copywriter and digital marketer. She specialises in psychology delivering marketing that identifies consumer profiles and connects customers with brands. As an expert in proximity marketing, Martina is one of the only experienced beacon marketers in the UK highlighting her commitment to developing her skills in an ever changing consumer focused world.