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7 Steps to Landing the Right Client

Posted on: October 28, 2014
Tags: Marketing tips, Small business tips
7 Steps to Landing the Right Client for Your Small Business

It’s difficult to keep a small business up and running, so the importance of finding and keeping the right clients cannot be overstated. This is perhaps even truer for caregiving businesses, where customer loyalty and referrals are the lifeblood of the business and a good client’s recommendations can bring you business for years and years.

With that in mind, Ivana S. Taylor, a marketing expert and publisher of DIYMarketers.com, Martha Spelman, a branding and marketing expert, and Kelli Tarantino, president of Cincinnati Marketing Solutions, offer seven pieces of advice for finding and keeping the right kinds of clients.

  1. Consider Your Personal Values
    Before you can describe your business to potential clients, you’ve got to understand yourself. Self-reflection is a great way to achieve this comprehension and to gain knowledge of what is important to you.
    Taylor suggests considering, “What [do] people count on you for -- what questions are people always asking you? What kind of advice are you always giving?” These kinds of questions can help distinguish your business from those of your competitors.
  2. Envision Your Ideal Client
    In order to market to your perfect client, you’ve got to understand that client’s wants and needs. Spelman advocates for creating an “Ideal Client” profile by asking yourself questions like: “What wants or needs does the ideal customer have? What benefits can a business offer the ideal customer?” Once you’ve answered these questions, you can better tailor your marketing plan to this imagined consumer.

    Learn about Marketing Close to Intent
  3. Stick to Your Niche Clientele 
    Once you’ve decided on your ideal clientele, direct your marketing efforts specifically towards that group, instead of wasting time on clients who don’t fit the mold. Tarantino says, “Hone in on your niche, serve them well and be confident that other clients outside your niche will find you by word of mouth.” Rather than worrying that you’re missing out on potential clients by focusing on your niche, make your business the best it can be.  

    Read more about Competing with Corporate Care Businesses
  4. Build Connections in Real and Virtual Communities
    Networking both in-person and online can do wonders for your business’ reputation. In order to create connections in-person, Tarantino says to consider taking advantage of networking opportunities in Chambers of Commerce, while Taylor suggests joining leadership organizations to make new connections. Online, social marketing and blogging can be a good way to communicate with potential clients.

    Learn more about How to Present and Promote Your Business Online
  5. Reinforce Your Business’s Personal Values with Prospective Clients
    Any kind of advertising should continue to describe your business’s values. “Businesses should ‘put out there’ what they ‘want to get in,’” says Spelman. “The content marketing that they do should clearly reflect the type of work they want to do and that they are experts at.”

    Once you’ve pinpointed your values, make sure that your marketing materials demonstrate those ideas. Taylor says, “Every piece of marketing material, every web item -- every piece of communication should have some kind of call to action or invitation to learn more and participate inside of your conversation.”
  6. Make Potential Clients Remember You
    When a client thinks highly of your business, it’s your job to make sure they remember your positive qualities further down the road. An email newsletter is a good way to stay up-to-date with potential and actual clients. “An email newsletter that clearly reflects a business’ strengths and offers helpful, valuable and relevant material to its target audience is an ideal way to reach out to existing, past and potential customers on a consistent basis,” says Spelman.

    Find out How to Turn Clients into Evangelists
  7. Follow Up With potential clients.
    Even if possible clients are impressed with your business right off the bat, you’ve got to continue to reach out to them until they become actual clients. Tarantino says, “Follow-up is the key. Develop a system that works for you such as placing a phone call, then following up a few days later with an email. It usually takes about seven touches before someone responds to your message, so be diligent in your efforts.”

    In locating the right clients for your business, listen to the experts: discover your personal brand, find your ideal client and market effectively to that client. As Tarantino says, “establish yourself as the expert in your field and people will take notice.”

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