It’s tough getting noticed in a world of YouTube videos and adorable kitten memes. You’re up against a daunting signal-to-noise ratio. Don’t lose hope, though, because daunting is a long, long way from insurmountable. You can cut through the marketing noise and find the right clients for your business. Here are a few strategies that will help you do just that.
Original content should sit at the center of your client acquisition strategy. It helps your site rank better, which means more eyes on your business. Original content also lets you build trust by proving your expertise. It helps you draw the right clients by reinforcing your brand message and core values. Content can take many forms, including blog posts, books, videos, webinars, and infographics.
Social media is an ideal environment for attracting clients because you can interact with people informally. You can show knowledge and foster trust by fielding questions and simplifying complex topics in your field. You can use it for sharing industry news, which shows you keep current on industry trends. People look online for businesses and reviews. If you aren’t online, you give away all that potential business.
Strategic alliances work on the basis of mutual advantage with both businesses directing customers toward each other. The critical element is that the businesses operate in related areas, but not direct competition. For example, a tailor and dry cleaner might form a strategic alliance. Tailors routinely see customers who need dry cleaning and dry cleaners see clothes that need repairs every day. Both businesses can refer customers without hurting their bottom lines or sacrificing their customer bases.
One of the best sources of new clients is your current clients. After all, they’ll know people in similar businesses and professional positions. Some referral marketing happens informally, but you can take steps to formalize the process. You can ask for referrals directly or by including “Referrals Welcome” in emails or on correspondence. You even create a program that offers discounts to referrers and referees.
Although the above tips are more about what typically comes to mind when people think of marketing, that’s not all there is to it. One important—and often overlooked—strategy has to do with the exterior design of a business. After all, it’s what people see when they come to your business. Is it a place that peeks the interest of potential clients? Hopefully, that is the case! Your exterior design can be influenced by multiple things—architectural design, color, and simple aspects that give off a professional flair like external shutters. Your company’s external appearance says a lot about your business overall and can be a determining factor of whether or not clients are drawn to your business.
Cutting through all of the marketing and digital noise isn’t always easy, but there is some good news in all of this. Your ideal clients are hungry for reliable business associates. By getting your business out there, it positions you to fill that gap in their business lives.