When a new customer, audience, client comes across your product, service, brand etc… via your website or one of your social media platforms, they arrive with an opinion.
If they have found you while doing a general search, then that opinion will most likely be neutral. In other words, they don’t like or dislike you, they are as yet undecided; neutral.
If they have come to find out about you after hearing good things about you from reviews, or word of mouth, or effective social media, or they are already a loyal fan, they will most likely lean toward being positive.
If they are your competitors or someone in the same field looking to criticise, or someone who for whatever reason is having a bad hair day, then they will most likely lean toward having a negative opinion.
And while what I am going to recommend may seem to fly in the face of conventional marketing wisdom as I am not going to tell you to niche down and focus on your best customers/clients/audience, in my opinion, out of these three groups, the most important group to focus on is the neutral.
The reason for this is that everything you do to impress the person with a neutral opinion will also enhance the experience of the already positive group, while also more than likely lessening, and possibly converting, the negative group’s opinion.
And also, and most importantly, those that are undecided, neutral, can only be that way once. After they have seen the who what and why of who you are and what you offer and represent, they will, by default, form one of the other two opinions: positive, or negative.
You need them to fall over into the positive group, and the way to do this is by removing all of the negative headspace (read my post on negative headspace here) that they are going to try and build while they are discovering you. Doing this will allow them every chance of having a positive connection with you and your brand and in doing so become a potential follower, customer, or client.
If you need help with this; contact me.