Although having a professional marketing agency is important – and often necessary – to grow a small business beyond what is typical, not every business has the resources to do so. Marketing is almost always the thing that is hard to put your finger on when determining why one business sees a moderate level of success and another – seemingly similar business – gets bigger and better every year it’s open.
The success of our marketing system that we customize and apply to every business we work with involves equal parts a) tried and true concepts and b) flawless execution. And, while we’d love to be able to work with every business we come into contact with, we can only take on a limited number of clients. So, we’ve created this brief overview of what you can do to take action to get more clients, get better clients and build your business in the process.
• Make your business more marketable. Think about what truly distinguishes you from competitors and how to communicate that effectively to potential clients. We always recommend conducting market research to identify the messaging your ideal client needs to hear to choose to do business with you and infusing it into all of your marketing.
• Audit your branding. Your visual identity, messaging, and overall presence should create an immediate connection with the exact clients you want to attract, while gently filtering out those who aren’t a good fit. Take time to examine whether your current branding authentically represents both your expertise and your value proposition – if there’s a disconnect, clients may question your credibility or hesitate to invest in your services.
• Make sure your website is well-done and can act as a top-notch virtual showroom. In today’s digital-first world, your website often forms the critical first impression that determines whether prospects become clients or bounce away. Beyond just looking professional, consider how your site can create memorable moments that surprise and delight visitors – through articles with valuable information, free downloads and content that helps convert visitors to warm leads.
• Use social media to showcase your work, build buzz and drive potential clients to your website. Different platforms serve different purposes, so determine which ones your ideal clients actually use and focus your energy there rather than trying to be everywhere. Consider creating a content calendar that balances promotional posts (very occasionally) with value-adding content (most of the time), and look into scheduling tools that can help maintain consistency without consuming your entire day.
• If you aren’t blogging, you’re missing a huge opportunity. Blogging allows you to demonstrate your expertise in a way that feels natural and conversational rather than salesy or forced. Think about the questions your clients frequently ask, the challenges they face before they find you, and the insights you’ve gained from your experience – these all make excellent starting points for blog content that positions you as the obvious solution. Additionally, having this library of articles available is like a free service you are providing before you ever meet a potential client.
• Use email marketing to connect directly to individuals. Email remains one of the most effective channels because it lands directly in someone’s personal inbox, creating a sense of one-to-one communication. Consider developing a valuable lead magnet that addresses a specific, urgent problem your ideal clients face, then follow up with emails that continue that conversation and gradually introduce your services as the natural next step. Using automated email sequences – in which a new subscriber receives a series of emails over weeks or even months – to build relationships. Use weekly email campaigns to announce timely information, provide a newsletter with valuable information and news or to share specials, stories and links.
• Review every step of the client experience. Map out the entire journey, from a client’s first awareness of your business through to the completion of your work together and beyond. For each touchpoint, ask yourself what emotion you want clients to feel and whether your current process creates that response. Look for opportunities to transform ordinary business interactions into memorable moments that clients will be dying to share with others.
Use this list to create a one-year plan. Break your bigger goals into quarterly milestones that give you a sense of progress and momentum throughout the year. Plan on regular review periods where you can go over simple analytics and assess what’s working, what isn’t, and what needs adjustment to keep you from spending time and money on processes that aren’t delivering results while allowing you to double down on what’s working.
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