We are nearly a quarter of the way through 2020. How are your goals for expanding your customer base panning out?
If you’re still working on that plan and need a jumping off point, we’re happy to provide these proven methods for attracting new clients.
1. Get out there and meet new people.It’s a strategy called networking, and what it does is get your name and your business into the consciousness of a broader population. We live in a time where there are seemingly limitless numbers of groups you can introduce yourself and your brand to, ranging from Meetup events advertised on social media to school board and PTA meetings, industry-based meetings, meetings of your local Chamber of Commerce and more.
The idea is to make yourself attractive and memorable to the members of these groups, so go beyond introducing yourself and move your business forward by offering your services or products to them in a way that prioritizes helping them first.
2. Find businesses to buddy up with.There are many businesses that can naturally pair up with each other. A restaurant business can pair up with a delivery service. A hair salon can pair up with a nail salon. A cleaning service can pair up with a realtor. Find businesses in your area that don’t compete with you and whose clients can benefit from your service or product – and vice versa. By working together, both of your businesses can grow.
3. Get involved in the community.Anyone who has ever had a child participate in Little League, a soccer club, a local fair or any other community-oriented event is familiar with the phenomenon of local businesses sponsoring teams, celebrations, and fundraisers. Those companies are always promoted by the organizations that they are sponsoring. The goodwill and loyalty that this type of involvement can earn for your business is priceless.
4. Offer special promotions and discounts to first-time customers.There is nothing like a bargain to encourage purchases, and if you can capture the attention of a new customer once and impress them, you have a very good chance of keeping them.
5. Offer promotions to bring back long-ago customers.Like any good business owner, you likely have a long list of clients that haven’t purchased in a while. There are many reasons why customers leave, but that doesn’t mean that they are gone forever. Take the time to reach out to old clients, offering them a reason to remember the excellent service and product you provided and inviting them back.
6. Encourage clients to tell their friends.A great way to encourage clients to continue thinking highly of you is to reward them for telling their friends and family about you. Offering some kind of bonus or incentive for referrals keeps your business top of mind and makes it far more likely that they will refer neighbors and others that will add to your client list. The incentive you offer does not need to be big or expensive to be effective. Clients just like to know that they are appreciated, and you can spur them to make those referrals by sending follow-up letters that ask them how they are doing, thanking them for their earlier business, and reminding them that the referral incentive exists.
7. Optimize and update your website.Unless you’ve created your website within the last year or two, there’s a good chance that it needs a refresh – especially optimizing keywords to attract clients looking for your product or service via online search. You also want to make sure that anybody searching on a mobile device is able to easily access the various features of your site.
8. Don’t be humble.If you have created a business based on your knowledge and experience, you should use it to your own advantage. People are actively seeking expertise, so make sure that the world knows that’s what you are by putting yourself out there, speaking at seminars and workshops, writing and publishing blogs and E-books, and teaching.
9. Use social media to build reviews.No matter what type of business you operate, there are review sites and ratings systems that allow clients to provide feedback on your service or product. Identify the social platforms that potential customers are most likely to use, then after you’ve provided a service ask your customers to take the time to add a review or rating that inspire confidence in others.
The one caveat to this is that you need to be checking in regularly so that you can quickly address any kind of negative comments or complaints. Don’t ignore them or argue with an unhappy client: instead, publicly offer to connect and correct the issue. If that fails, use the platform to explain why the poor review is providing an incomplete account of what happened and calmly and graciously tell your side of the story.
10. Offer “two-fers” and “BOGOs.”When you invite clients to bring a friend and get a discount on the second purchase, you’ll invite much higher levels of customer engagement and give yourself the opportunity to create a long-time customer.
These ideas should serve as an excellent springboard from which to launch a new chapter of your business. The most important thing is not to put it off another day – the sooner you get started, the sooner you’ll see new clients walking through your door.
About Frank Jenkins Jr
Frank Jenkins Jr. CPA is the managing partner of Adams, Jenkins & Cheatham, a CPA practice based in Midlothian, VA. Frank specializes in Consulting services, tax planning, audit & assurances. "I genuinely care about our clients because I have a personal connection with them." He is active in the community and belongs to the AICPA and the VSCPA.
