3. New Customer Marketing (Visitor & Lead Acquisition)
Has There Been A Decline In The Number Of Visitors, Leading To A Decline In Leads?
For the same period of the previous year (in case of seasonality), compared with the current year. Examine why. Was it sudden or gradual?
Has There Been A Decline In The Quality Of Visitors?
While the visitor numbers might be good, we just need to check in case they are filled with a change in the type of visitor, due to the type of keywords you are ranking for.
This relates to SEO visitors since Google Ads visitor keywords are bid on. Although keywords are reported on each month, it's possible a gradual shift month to month could have escaped notice.
Did A Change In Various Marketing Make A Difference, Perhaps Even Gradually?
Now's the time to review everything. Don't doubt anything that's well established, but reestablish it, and look for data that's been overlooked before.
Write down what changed in the market. Don't assume, talk to real customers, and to real potential customers. Interview them on what they'd need to be a customer, and then throw them a kit-kat of appreciation for their time, they'll love it.
Adapt to the change in the market. Don't stick to your guns, they're not what they used to be. They might return in three, six or 12 months time, but you might not be able to wait that long. So adapt now. But be moderate, retaining your strengths, and taking only calculated risks into new areas.
Be willing to move away from what was your core business, but don't jump into a saturated market that everyone else has a massive head start in, not unless you've got a truly unique selling point or local advantage. Innovation is better than disappearing in a crowd, but being second to market is better than being the disruptor that did all the hard work cutting through the jungle to lay the track you can now run along.
Whatever you do, do it well. Really well. From quality assurance to customer service, now's the time to dot your i's and cross your t's with a smile. Handwrite thank-you notes, throw in a freebie and ask for referrals. There are lots of new things you can try.
Finding New Customers Isn't Easy, But You Can!
A combination of what you know works and what you need to change can help you find new customers.
Next, it's time to make some decisions: