An Effective Client Attraction Strategy
Ever get the feeling that you’re spinning your wheels and never getting any traction? Unfortunately, when you’re constantly running after clients, you can start to feel like you’re not getting much of a return on your time. Is your client attraction strategy working for you?
Acquiring new clients is a lot like dating. At first, the potential client probably pursued you a little bit, they did some research on your product’s features and benefits and maybe they were even the person who wanted to schedule a discovery call. Then, after a few consults to see if your services were a good fit for their needs, they dropped off of the face of the earth. You’re now left alone, wondering what went wrong and having to pursue them, and how much is too much? You start questioning yourself because you don’t want to come off like a stalker.
Initially, you used some attraction to gain this client, but now you’ve switched to pursuit, and in most cases pursuit requires a lot of energy for very little return. Pursuit is old school.
Pursuit vs. Attraction
There’s a more effective way to approach marketing. Start to view marketing as an education. Your client attraction strategy offers an invitation to learn more about your product or services. No longer is marketing solely a client acquisition tool.
This initial mindset shift will help you focus your energy on attraction instead of pursuit. Remember, you’re always marketing to your potential clients even after they’re doing business with you. This means you’re consistently educating them about what you do.
In both sales and marketing, you need to keep yourself in the “attraction” position, never let your potential client gain ground in this area. You can do this by building in deadlines, always setting up the next appointment when you’ve got your prospect on the phone, and continuing to send them helpful materials (at reasonable intervals) until that appointment arrives.
Think of it this way – pursuit generally comes off as desperate and is a business turn-off, your client attraction strategy will always keep them coming back for more.
Getting the Marketing Formula Right
In marketing, 20% of what you do gets 80% of the results. While this statistic might sound extremely frustrating, it will actually work in your favor in the long run. The great thing about your client attraction strategy is that it should get better and more efficient over time. That’s simply because you’ll continue to fine-tune your strategy.
Unfortunately, marketing is not an exact science. As you create your marketing plan, make sure you have ways to track what is and is not effective (Google Analytics and other metrics tools are great for this). You’ll consistently tighten up your tactics as you discover what’s working for you and your potential clients. Ideally, you’ll figure out the two or three marketing activities that work for you, and cut the rest. No need to bother with the fluff when you know what the substance is.
Your client attraction strategy gives you permission to cut out those draining marketing activities – you know the ones I’m referring to. Not surprisingly, these typically have the lowest ROI. Once you’re able to focus your attention on the 20% of attraction techniques that are working for you, you’ll be working more effectively. You’ll get better results.
Doing More with Less
As you’re looking to attract new clients, you need to be able to do more with less. Again, attraction is the key, not pursuit. If you feel like you’re chasing potential clients, then now’s the time to shift your focus. By putting a little bit of effort into understanding what is and isn’t working, you can cut out a whole lot of work.
Remember that these attraction principles don’t end when someone becomes interested in your services. Your client attraction strategy has you continue all the way through the nurturing cycle. The intention is that a potential client goes from interested to invested.
This looks different for everyone. A variety of strategies exist. Sales and marketing go hand in hand. An email nurture or drip campaign is one common approach. This sends your leads content based on what their particular pain point is or provides them with complimentary webinar invitations. There are plenty of client attraction tactics you can try out. You’re only limited by your own imagination here.
Building a Lasting Relationship
As with most great relationships, you need to build a good foundation if you’re going to have any long-term success. Nurturing connections positions you as an expert and helps to build trust. This means you’re sales and marketing strategy is more likely to have success.
Commit to “communicating” with your audience instead of “selling” to them. Even in business, people desire a connection. They want to have their needs met. Focus on this instead of making the sale. Then you can guarantee that your relationships with prospects will be more successful and your client attraction strategy will be effective.