The number one thing that a business owner looses sleep over the most is making sure they have enough leads to keep their business growing. Kevin Smullin, an expert on lead generation, defines marketing as, “finding a limited market and seeking to dominate it totally”, and the only way to really do this is to get specific and carve out your own personal niche in the market. Always remember that generalities are the death of marketing, too often businesses are too vague and fail to be specific. This destroys the unique thing your business has to offer and makes it unable to stand out from the crowd. So when advertising, be sure to avoid common phrases such as low prices, and great service because although these sound nice, they don’t stick in the minds of your target group. Instead, create a Market Domination Statement, which addresses: the target group, the specific problem, and how exactly your business will solve it. By implementing these short term steps while marketing, finding leads will become much easier.
It is not enough to just gain clients, it is vital to retain them as well. Keep in mind that the best leads are people you have already worked with because there is already a relationship and they will already be familiar with your work. Therefore, it is important to keep them around with a client retention strategy that Kevin condenses into 4 simple points:
- Write to clients monthly
- Personally contact clients quarterly
- Send them something on their birthday
- Hold an annual event for all of your clients
These steps are designed to strengthen the bond between clients you have already dealt with so they will be far more likely to remember you, and be much more apt to refer the people around them to you.