FINDING YOUR PEOPLE - Client Attraction Basics
Ten years ago, middle-aged Tanya was staring down the ominous feat of having a successful business….and needing clients to make that happen. My search started in a business mastermind. I’d joined a group back in Nov 2014 of heart-centered entrepreneurs. It was there that I met Rebecca. She owned a quaint little shop showcasing local artisans. She was my first client, and through her, a cascade of her vendors each reached out. And so it began…
Starting a new business is exhilarating, but attracting clients can be a bit daunting. You need to draw in your ideal customers and grow your business like a pro. Here are some practical tips to help you get started.
1. Know Your Ideal Client
Before you can attract clients, you need to know who you're trying to attract. And this - this I can’t stress enough - you do NOT want to attract “everyone.” When you speak to everyone, ou speak to no one. I knew from Day 1 that I wanted to work with creative, artistic, hot-mess entrepreneurs. I (and you should too) created a detailed profile of your ideal client. Consider their demographics, interests, pain points, and where they hang out on- and off-line. The more specific you are, the better you can tailor your marketing efforts to appeal to them.
2. Build a Strong Online Presence
In today’s digital age, having a solid online presence is crucial. This means both social media - instagram, facebook, linkedin, pinterest - as well as your own little piece of the internet, your website. Here’s how you can do it:
Website: Your website is your digital storefront. Ensure it’s professional, user-friendly, and clearly communicates what you offer.
Social Media: Choose platforms where your ideal clients spend their time. Post regularly, engage with your audience, and use a mix of content types (photos, videos, stories).
SEO: Optimize your website for search engines. Use relevant keywords, create quality content, and ensure your site is mobile-friendly.
Email List: Followers, likes, subscribers - your social audience is great and all but it relies on them seeing you. Building and growing your email list is your way to control your ability to connect with your audience.
Remember, social media is rented space. The Meta gods can decide at anytime to change the algorithm, lock you out, or price you out. The only digital pieces you own is your website, and your email list. Use one to feed the other.
3. Leverage Content Marketing
Content is king! Providing valuable, relevant content helps you build trust and authority in your industry. I personally loooove to write. So blogging for me was a perfect way to create content that myself and my audience would find interesting. I pick themes and topics that add value - I share tips, tricks, insights and stories that resonate. Now that I’ve seriously started using social media for my business and launched my workshop - I’ve been easing into making video content too! It’s a great way to tell the world who you are and what you’re all about. Do what works for you and give your audience the nuggets of information that will help them with their pain points.
4. Network, Network, Network
Building relationships is key to attracting clients. Here are some ways to network effectively:
Attend Events: Go to industry events, workshops, and conferences. Be friendly, approachable, and ready to talk about your business.
Join Online Communities: Participate in online forums, social media groups, and other communities where your ideal clients hang out. Offer help and advice without being too salesy.
Collaborate: Partner with other businesses or influencers in your niche. This can help you reach new audiences and build credibility.
And look, I get it; if I’m not in the right mood, talking to strangers is about enjoyable as getting bloodwork done. When I’m in the “wrong” mood, though, events can’t be rescheduled so I focus on learning about 3-4 other people instead of stressing about telling people about MY business. It eases some of the pressure and discomfort I feel at these things. With this strategy, I always end up talking about my business anyways…I mean, it's only polite right?
5. Offer Freebies or Trials
People love free stuff! Offering something for free can be a great way to attract clients:
Free Consultation: Offer a free initial consultation to potential clients. It gives them a risk-free way to see the value you provide.
Free Resources: Create valuable resources like eBooks, checklists, or templates that your audience can download in exchange for their email address.
Trials: If you offer a service or product, consider providing a free trial period so potential clients can test it out.
Anytime I get an inquiry, I always offer a free consultation and assessment. It allows a client to get to know me; let’s me get to see a bit under the hood of their business; it's a win-win for all! I also have tons of free resources available to go with the articles on my website.
6. Ask for Referrals and Reviews
Word of mouth is powerful. Happy clients are often willing to refer you to others if you ask. The majority of your business starting out will likely be from referrals, testimonials and reviews. Not to mention, having the perfect client can oftentimes send similar people your way!
Honestly - this is how my business has grown over the years, and continues to grow to this day! Referrals from amazing clients are the best marketing you can ask for.
7. Follow Up and Stay in Touch
Building relationships with potential clients doesn’t end after the first interaction. It’s important to keep the connection alive.
Email Marketing: Collect email addresses and send regular newsletters with new content, updates, tips, and special offers.
Personal Touches: Send personalized follow-up emails after meetings or consultations. A little effort can go a long way in building a lasting relationship.
Social Media Engagement: Stay active on social media and engage with your followers. Respond to comments, messages, and mentions promptly.
8. Invest in Paid Advertising
While organic reach is fantastic, sometimes you need to invest in paid advertising to reach a broader audience. Here are some options:
Social Media Ads: Platforms like Facebook, Instagram, and LinkedIn offer targeted advertising options that can help you reach your ideal clients.
Google Ads: Use Google Ads to appear in search results when potential clients are looking for services like yours.
Influencer Marketing: Partner with influencers in your niche who can promote your business to their followers.
I’ve never delved into paid advertising (yet!) but looking back I wish I’d done this earlier and worked to build my email list a long time ago.
Attracting clients takes time. But through cultivating those relationships, you can steadily build a solid base of support for your business. Reminiscing about where I started to where I’ve gotten - I can say the journey has been worth all the work!