So, you’ve created an amazing product. But does anyone know? With the “clutter” of advertising that we are bombarded with daily, how do you break through? It is very easy to waste money trying to get attention on channels that do not serve your greater purpose. Your perspective cannot be to go toe-to-toe with the industry giants, unless you happen to have the same budget of course. Since most people do not have comparable budgets to the Googles and Apples of the world, how do you find your niche?

The critical piece of this puzzle is understanding who your customers are. This involves customer research. Having a clear picture of who your customer is allows you to fine-tune your content into targeted copy. Once you understand how your customer ticks, you can create some great, compelling content that they won’t want to miss.

Content is the answer because of its flexibility. Once you have compelling and eye-catching content, you can use your content to develop a strong search engine presence, promote email marketing, and establish social media and blogging efforts amongst other opportunities.

Choosing the right words will allow people to search for your business, find your content and make an impact. Of course, once you’ve established your content and how you are going to use it, you must track its success (or failure) to allow for adjustments. Getting your “customer acquisition toolbox” in line, will not give you a larger budget than the big guys, but it will let you work smarter.

What can you do to use your toolbox to build customer confidence?

• Acquire testimonials and endorsements from users (especially influencers) 

• Use testimonies and endorsements in email and social media marketing efforts as well as website features

• Focus on linking product benefits to problems faced by your core customer audience 

• Promote on your website and use this information to create infographics for use on social media and other channels

• Collect information about what your customers consider a good and a bad product experience 

• Provide a survey or engage with followers on social media to gather feedback on what customers consider a good customer experience vs. a bad customer experience