Are you struggling to attract enough quality prospects to your business?
Follow my top tips to start to get those ideal clients queuing up to find out more about you.
Create a plan – don’t just work ad hoc
Fail to plan, plan to fail. I use that adage a lot as it is so true. If you just stick your finger in the wind and hope something will work if you throw enough out there, you are likely to waste an awful lot of time and effort. Have a structured plan of exactly what you want to achieve over a specified time period. You can then prepare the right number of messages to the right audience in the right marketing channels that will significantly increase your chance of success.
How many prospects do you want?
If you want to gain 5 new clients this month and you know you gain one client out of every 5 calls you make, then you need to speak to 20 warm prospects. And then if you know that you get 1 warm prospect out of every 5 prospects you engage with, you will need to find 100 new prospects this month.
Now you have a clear number to aim for and plan to achieve rather than just aimlessly trying to get as many as you can.
Where do they hang out?
Where do your prospects hang out or go to find a solution to the problem you can solve for them? Is it online or offline, or a mix of both. Wherever it is, you need to find out and be there with your message.
If it is social media, are you sure which channels you should be on? Rather than just blindly follow the crowd with the major players such as Facebook and Twitter, do some research on others such as Snapchat and Periscope and see if your prospects are hanging out there and asking questions. This could be a better use of your time than trying to break through the ‘noise’ of over saturated options.
Create messages that talk directly to your prospects
You need to be talking in the same language that your prospects use. By this, I mean using the same keywords and phrases that they use as if they see these in your marketing message, they are more likely to resonate with the words and take notice. Start to join in groups and forums and take note of how questions are asked and what words and phrases are used. Use questions as a starting point for your marketing message by creating a message that helps answer it or gives tips as to how to solve the problem posed.
Be consistent and persistent
There is no point putting your message out there a couple of time and then giving up because you didn’t get a response. It takes time, particularly online. You need to be persistent and consistent to raise your visibility. Just because your post something in a Facebook group or on your page and you know it is there does not mean that many others will see it. There are hundreds of thousands of other messages out there and if you prospect isn’t reading at the right time, your message may easily get missed as it will have dropped down the news feed.
If you are networking face to face people will take time to get to know you and find out what you are about. You can’t expect to go to one meeting and sign up new prospects immediately. They will want to see that you are there for the long run and not about to disappear after just one session.
Get prospects to engage in conversations
Once you have the attention of your prospect, get them to engage with you in a conversation so that you start to build a relationship and trust. Ask questions to get to know them better and find out how you can help them, whether online or offline. Ask them to complete a survey, again to find out more about them and to help identify a solution for them. Offer some free advice to build trust and awareness of what you can do for them. This way you keep them engaged and interested in talking to you so you can build a future relationship.
Stick with it
Following on from being persistent and consistent, allow your marketing to take time. You may be surprised just how many people are quietly watching you and taking an interest. When the time is right, if your message and offering is right, they will get in contact with you or engage in a conversation. But if you give up too easily, they will soon find someone else to take your place.