by Juan Robin II
Given that small businesses are set to spend an average of $75,000 on digital marketing this year, every company is looking for new ways to acquire clients. Client acquisition has become difficult with everyone crowding into the same few channels. Thankfully there are a variety of ways to get in touch with new customers, including some ways that you might feel have been left in the past.
Here are 7 ways you should be trying to connect with your clients.
1. Social Media
If you want to get yourself some new customers, there’s no better avenue than using social media. Social media is founded on the concept that we are and should be interconnected online. Based on our common interests, our work connections, and our school networks, there are commonalities that allow us to relate.
While these elements might seem trite, there are some basic truths to client acquisition. When one person in a social group tries a new product or service and they have a good experience, they let other people know. When this happens to someone in a social network, they let the users around them know.
Thanks to tracking and metadata, when someone even purchases an item, people connected to them could be targeted for ads. That means that you could be acquiring new clients without even trying. The algorithms could be doing it for you.
When people search for things online, they’re either searching for a specific product or the answer to a question. When you run a blog connected to your website, you get the opportunity to meet both needs. You can also build a reputation as knowing how to treat the needs of clients around the world.
By writing a blog that answers a question, where the solution is one of your products or services, you lead your clients right to your services. Because people will be finding these blog posts on search engines, you’ll be acquiring clients without even trying. Search engines will answer common questions with a blog post you’ve written and suddenly you’ve made contact with a new client.
3. Trade Magazines
Trade magazines are overlooked by most companies in the contemporary business environment. However, that means that ad space is pretty cheap. The people who read trade magazines are typically the most connected to what’s going on in any industry.
Buying ad space in a trade magazine allows you to have the prestige of sharing the pages with highly regarded companies. It also allows you to end up being talked about in the most serious circles of your industry.
You’ll be able to pick up clients who are dedicated, discerning, and devoted to your success. When you connect with clients like these, your company’s success will be assured via the sheer influence of the people you work with.
One of the best ways to get new clients is through referrals. When you offer your most devoted clients an incentive to bring on new clients, you build a second layer of strongly dedicated clients.
Referrals are great because when a client refers your company to their friends or colleagues, you know that it’s sincere. They’re putting their reputation on the line for you.
When one person refers another to a service, it comes with the caveat that there’s something about that service that stands out from the rest.
Use a marketing management tool to track how well each referral program works over time.
5. Networking Events
Whether you attend networking events or if you send a surrogate or representative, you can be sure that you’re able to acquire clients.
The people who attend networking events are there specifically to connect with other people. Whether you’re the new kid on the block or just looking to diversify your clientele, networking events are a great place to start.
One of the best things to do at one of these events is to have something to offer. Most of the people who attend will be looking for someone who will help them take their career to the next level. Identify what you can offer that can set you apart from other companies who might be attending and then use this position to acquire new clients.
6. Traditional Advertising
Traditional advertising is still alive and well. No matter what industry you’re in, you could be sponsoring public radio, sponsoring sports teams, or buying up billboards to make your name known.
Name recognition is still one of the most important ways that clients try out a company they’ve never worked for. Since most people need to see or hear your name several times before they remember you, take risks and take every opportunity to promote yourself.
Whether it’s local TV, the newspaper, or handing out flyers, traditional advertising still works.
Use MRP software to make sure you keep track of all of the new clients you get.
7. Email Blasts
People still read their emails. While lots of people get inundated with junk mail, there are still email users who go through everything that crosses their inbox. These are your prime email customers.
Sending out blasts with useful information, valuable promotions, or limited time offers can attract clients. If you have one point of contact with these potential clients, you can parlay that into a long-term relationship using the right sales pitch. Use an email management client to track how well previous campaigns can do so that you can improve each new campaign.
Client Acquisition Can Be Exciting
When done in a savvy way, client acquisition can be one of the most exciting parts of running a business. Finding people who need your products and services before they have the chance to find you is a magical feeling. When people feel truly connected to the products and services you offer, you’ll build lasting relationships with the people you work with.
If you’re running your business primarily online, check out our guide to ensure you’re making all the right moves.