Beyond the Referral: Marketing Campaigns That Gain New Clients

Do you depend mostly on referrals for generating new business? That’s wonderful, because that means you must be doing a great job for your clients and they spread the word. However, there comes a time when referrals alone may not pay the rent. While most small businesses rely on referrals for most of their new clients, there are other ways to market your business effectively.

It's a good idea to start with a marketing plan, so you know exactly how to target new clients. It doesn’t need to be intricate or time consuming, but it should include what marketing goals you would like to attain throughout the year and how you’ll manage to attain those goals. Poll your current clients and ask them what made them choose you for their business needs. Was your price right? Are your ideas innovative and fresh? Did you come well recommended? This will help you decide how to market your services effectively and how to target the customers who need you the most.

Next, you need to research how to reach your potential clients. Do you use print or direct mail advertising? Should you reach potential clients through e-mail or by cold calling? No matter who you are pitching to, your marketing should target them effectively. For example, if you are looking to add Fortune 500 clients, you’ll need a slick, professional, and very believable marketing campaign, something that would probably be out of place if you’re searching for local clients in your area. A great approach is to see what your competition is doing in the marketing arena. Don’t copy them, but see what’s working for them, and see if you can modify or enhance it for your own business needs.

The most important thing in designing a new marketing campaign is to be consistent. You will need to devote some time to the planning and startup, but you really need to make sure you follow up and maintain your campaign on a regular basis. People rarely choose a new business after hearing about it once or twice. It takes repeated advertising for your message to sink in, so you have to continue with your campaign for months or even years for the message to reach all of your intended audience.

Don’t be afraid to ask your satisfied clients for referrals, too. They may not know you’re on the prowl for new business or may not think to offer your name as a solution to another’s problem. Satisfied clients may pass your name along, but it never hurts to be assertive and ask.

A successful marketing campaign can take your business to the next level. In any business, clients come and go like clockwork. Don't depend on one or two big clients to make your business because they can disappear overnight, leaving you scrambling for new ones. Instead, build a successful marketing campaign by targeting clients, offering them a real reason to hire you, and giving them dependable results. That way you’ll never have to worry about lulls in your business. Instead, you will have a continual source of new clients who want and need your professional services.