Web Marketing Today

3 Ways to Get New Clients Now

Broadcasting, positioning, and advertising a business can generate new leads and new clients in a hurry.

There are plenty of times when small or middle-sized businesses simply need new clients and need them now. Fortunately, the difference between not having good prospects and having the phone ring off of the proverbial hook can be small.

1. Broadcast Your Business

It is hard to get new clients if they’ve never heard of your business, so broadcast.

In the long term, broadcasting can be done on social media, and nearly every business should be investing time into social media on a consistent, committed basis. In the social sphere, a business should be adding real value to the conversation. Adding value often takes the form of insightful blog posts, relevant video content, or even industry-specific white papers or informational graphics.

TRUSTe

TRUSTe provides privacy policy services and broadcasts on its own site and in webinars.

For faster broadcasting, consider working with third parties to promote some of these value-adding whitepapers or videos in emails. Also consider doing webinars and getting publishers or similar service providers to help promote them.

2. Position Your Business

It pays to be the best. Clients are often willing to pay more for a premium service and are more likely to be drawn to a top-notch service, so it can be very important to position your business as a leader in your industry both in terms of past successes and in terms of thought and innovation.

Positioning can take many forms, but it often starts with a business’s website. That site should be attractive, professional, and functional.

The site content should communicate that your business has the expertise and experience to get the job done. That content also needs to focus on how your business will solve a client’s problems. One technique is to use what are called fact benefit bridges. These are statements that include a fact about a company or its services and a benefit for clients.
Here are some examples of fact benefit bridges from real sites.

  • 37Signals. “No one likes being locked into something they don’t want anyone. Our customers can cancel at any time, no questions asked. No setup/termination fees either.”  The fact is that 37Signals customers can cancel anytime. The benefit is that customers are not locked into the service if they don’t use it or change their mind about it.
  • E-Nor. “As a Google Analytics Certified Partner, E-Nor has worked with SMB’s and Fortune 500 companies, helping them provide accurate analytics and extract the right data for every department within the organization. So that everyone in your organization is getting smarter from data, not drowning in it.”  The fact is that E-Nor is experienced at extracting the right data for every client. The benefit is that the client will not need to sort through all of the analytics, rather that client will have just what is needed.

In short, communicate your business’s position in the market.

Testimonials may also be used on a site to position a business. Testimonials are a form of social proof or informational social influence. When a prospective client reads a testimonial or several testimonials, that prospect may move along with the herd, so to speak, and believe in a business.

LegalZoom

LegalZoom uses testimonials to position its business.

As an example, take a look at the LegalZoom website. Nearly every page has some kind of short testimonial.

  • “I recommend LegalZoom to all my friends and family,” Billy Smith, Sporting Sails.
  • “Great service. I could not be more pleased with the service I received, “ Gary O., Williamsburg, Va.
  • “I couldn’t believe how easy and hassle-free it was to fill out my trademark application,” Anita M., Astoria, NY.

3. Advertise Your Business

Advertising is not dead, especially when a business needs a rapid response — i.e., needs new customers now.

Consider using targeted, pay-per-click advertising on Google, Bing, or similar networks. With these PPC ads, a business only pays when a site visitor clicks and is delivered to the site. If a site has done a good job of positioning, some of those visitors will become new clients.

Post ads on forums and in online classifieds. Craigslist is not just for used furniture; reputable businesses can use Craigslist or similar services to promote services or broadcast value-adding content.

Display advertising works too. Buying banner ads on websites related to your industry can be an effective way to attract prospects.

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Armando Roggio
Armando Roggio
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