Building Your Business: Creative Marketing Strategies to Attract New Customers

As a support to my clients, I am always looking for new and creative ways to market their businesses. There are many ways to attract new patients / customers, and they don’t have to cost an excessive amount of money.

This article presents some cost-effective strategies to help you get the word out.

1. Form Strategic Partnerships

   Finding and teaming up with another complementary business can create a natural referral engine for both. This can be approached in many ways.
   
   The keys to success are identifying the right partner and ensuring that the arrangement is mutually beneficial. Be sure the business you select has good standing in the community and is aligned with your values.
   
   Choose partners who are interested in growing together, reaching new audiences and sharing their journey. Some examples could include clothing stores, hair salons/barbers, estheticians, travel agents, etc.
   
   Here are some ways to partner:
   - Offer a cross-promotion where each business provides a discount to the other’s customers when they purchase.
   - Cross-market on social media, post content featuring each other, have a draw for customers who follow both businesses.
   - Display each other’s product onsite.
   - Participate together in patient/customer makeovers, fashion shows, etc.
   

2. Use Influencer Marketing

   Influencers leverage the power of word of mouth to promote a product and/or your business in general. Research shows that 92% of consumers trust influencer marketing, and 75% of marketers find it to be an effective strategy.
   
   - Start by identifying the content your target audience follows, then match an influencer to that audience (source websites to find local influencers).
   - Work out an agreement. Sometimes there is a fee, and sometimes influencers will exchange posts for products.
   

3. Craft Emotional Campaigns

   This strategy involves creating an emotional connection that gives meaning and depth to the experience of the brand.
   
   Here’s a great example executed by Molson: For years, many women’s hockey players’ hair has covered their last names on their jerseys. Now, Molson’s sponsorship of the Professional Women’s Hockey League (PWHL) is moving players’ names to the bottom of their jerseys so they are visible on the ice. “We covered our name so hers could be seen,” reads the tagline in the company’s emotional “See My Name” campaign.
   
   We have so many great wins and opportunities to share - after all, we help people see. As a reminder, we must get the patient’s permission before sharing their stories or photos.
   

4. Disseminate Discount Cards

   Your team can extend a discount card to a potential new patient. This happens outside of the office; the idea is to bring new people into the office. Whenever your team is out and the topic of eyewear comes up, they can offer these cards. It makes the team feel empowered, and the potential patient feels that they’re getting special treatment.
   

5. Join Business Networking Groups

   Participants in networking groups are often looking to grow their business, and in turn, they can support your business. Look for groups that are active and have good attendance. I recently joined a group and have added two new clients through related referrals.
   

6. Get To Know Your Neighbours

   Do some good old-fashioned networking and connecting! Business owners like to feel that they have a connection with other businesses in their area. If they feel comfortable with your office, they will tell their customers about you.

7. Share The Problems You Solve

   Create social media posts about the problems you can solve with current technology, versus just sharing the science behind the technology. To understand what is important to your patients, go to your reviews and see what problems you have solved for your current patient base.

8. Make The Most Of Window Displays

   Windows can be your silent salesperson, so keep them current and exciting. Always be sure that your displays are to scale - for example, for walk-by traffic, you can display products, whereas attracting the attention of drive-by traffic requires large graphics or signs.

Good luck and happy marketing!

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Nancy Dewald is a business development professional, workshop facilitator and optical industry veteran. She is CEO and founder of Lead Up Training & Consulting, which specializes in identifying business gaps, implementing solutions and developing leaders.

Article as seen in Optical Prism.