I’m a big fan of using attraction strategies to fill your marketing pipeline as a self-employed professional. Attraction-based tactics like blogging or publishing articles, posting on social media, and generating media publicity can all be effective ways to bring prospective clients into your sphere. Under the right circumstances, promotional events and advertising can work also.
And… attraction strategies alone are rarely enough to build a thriving business.
To lay a good foundation for your marketing and your business, you need essential tools and skills. In the Get Clients Now! program, we call these elements Success Ingredients. These are fundamentals that will make your marketing easier, and ensure your business is around for the long run.
Below are three different types of Success Ingredients. Having these elements in place will make your marketing activities more effective, leading to more clients and more overall business success.
When should a self-employed professional stop marketing his or her business? Here are a few possible scenarios where you might be tempted to put marketing on hold:
o When your pipeline is full.
o When you don’t need or want any more clients.
o When your schedule is so full you don’t know where you’d fit in another client.
o When you have five proposals pending and you’re afraid they’ll all come through.
o When the holidays / vacation / summer are approaching.
o When you’re so busy fulfilling your current client obligations you don’t have the time or bandwidth for marketing.
I recently ran across a 2017 study by FreshBooks Cloud Accounting asking 1,700 self-employed professionals, independent professionals, and small business owners what they found to be the most effective marketing strategies. All the participants had fewer than 10 employees, and 77% of them were solopreneurs, making this group a close match to the readers of this blog.
I was pleased to see how closely their answers aligned with the list of Effective Marketing Strategies in Get Clients Now! and the advice Kris Carey and I give our clients, students, and readers. Here’s what these self-employed professionals named as “highly effective” marketing strategies:
When thinking about the best way to get new business, it’s often good to remember that contacting a prospect directly can be the most effective tactic. However, this can sometimes seem too scary: the thought of picking up the phone, or meeting someone for coffee, or even sending an email can send a wave of fear through your business heart.
Here are some common fears you might experience when considering reaching out to someone directly:
- They’ll think I’m bothering them.
- I don’t know what to say.
- I’m not a good salesperson.
- I’m an introvert.
- I’m not good with words.
- They won’t remember me.
- I’m not sure how to make an offer.
A question I often get from clients and students goes something like this: “I’ve been collecting marketing ideas… and I have a drawer full! I also have a stack of promising leads I’ve accumulated. And I know it’s important to stay visible, so I keep marketing, but then I just end up with more names in the stack. How do I prioritize all this?”
If you’ve ever wondered something similar, you may have lost sight of a very important truth — the way to win the business game is not to collect the most leads; it’s to make the most sales.