Marketing your business can be a confusing thing if you aren’t all that familiar with the concept of marketing. We talk a lot about your ideal client, and how identifying them will help you to build a more effective marketing strategy.
When you are getting started, it can feel like no one even notices you, and if you are just putting up a list of services that you provide that might even be the case.
That’s why it’s important to get specific about a few things and use those things to build a strategy to get clients to notice you.
1. Know who you can best support or serve. The services you provide are probably ‘in need’ in several industries, especially if you work in administration. But don’t make the mistake of thinking that you can help everyone. You need to really get clear on what you do best, what you are an expert at, and then figure out who you can help the most, and then you will ‘target’ that market to connect with and work with. By being really specific about who your client is, you will be able to get in touch with them quickly and speak directly to them, and you will sign more clients in a shorter time frame than by trying to put your services out there to everyone on the Internet.
2. Know exactly what they need. By studying your target market and your ideal client, you also need to determine their needs. You need to know how their business runs, how they interact with their clients and the specific kind of support they need in their business. By getting to know their needs better, you can tailor what you do so that you are the perfect person to help them in their business. It’s not enough to be able to provide a long list of services; if you can’t explain to a prospective client how you know you can help them in their business, they probably won’t buy your services. Be clear and be confident and you will sign them.
3. Know the benefits of your services. One common mistake small business owners make when discussing their services with prospective clients, is to tell them the features of the services they provide (turnaround time, process by which you complete things, specifics of packages and rates). While features are important from your own perspective, it’s really not important to the client. What they want to know is how you are going to help them and their business. So you need to know how each of your services will benefit them: ie, save them time, save them money, give them more time to work with clients, broaden their audience, etc.) This is a key area to present your expertise to your market as well, so really be sure to work on this when you are doing your marketing strategy.
Look carefully at these things to develop a successful marketing plan. Figure out who you can best support, research them so you know what they need, and determine what benefits you can provide them with. Then all you have to do is find them and connect with them. If you do your research and you speak directly to them, you will build up a loyal following of great clients before long!