Get buyers to come to you

Tired of constantly chasing after clients or customers? Are you relying too much on current clients to send new business your way through referrals?
Fishing for new business broadly can be exhausting. Worse, a “chasing clients” mentality subjects you to the inefficient whims of fate. “You’re at the mercy of random clients or companies that come knocking at your door,” said Mark Satterfield, founder and CEO of Gentle Rain Marketing. “You stop what you’re doing to chase the lead, not knowing if they are really right for you or not. Frankly, it’s not very effective.”
But what if you could end (or at least slow) this perpetual pursuit of new business and still bring high-quality prospects to your doorstep? While there may not be a “set-and-forget” system that will run on autopilot, here are five fairly simple steps you can take to stop “The Chase” and improve your chances of success.
• Refine your niche. About five years ago, Matt Sonnhalter narrowed the focus of his marketing agency from serving B2B manufacturing accounts to working only with companies that sell products to professional tradesmen. He dubbed it a “business-to-tradesman” or B2T agency. It’s had a tremendous impact, bringing in new leads and business from large global brands. It even landed him a spot on one business magazine’s list of top agencies.
Some business owners resist niche marketing fearing they’ll miss opportunities in other areas. But focusing on a niche helps you stand out from the competition.
• Create a compelling free offer. A great way to start drawing customers to you is giving them information they want in the form of a free report. This serves two purposes. First, it helps build credibility. It also lets you provide prospects with just enough information so they believe you know what you’re doing, but not so much that they can’t do without you.
To choose an attention-grabbing topic, consider your target audience’s biggest pain point. A good approach is to tell readers what to do and what not to do, but not how to do it. • Direct prospects to a killer landing page. Create a page on your website where prospects can get your free report – called a landing page. This should include a catchy headline, bullet points to capture the reader’s curiosity and convey benefits, an opt-in box where visitors provide an email address and possibly other information about themselves, and a thank you. Then heavily promote your free offer on your website’s home page, on social media and elsewhere. •


Daniel Kehrer can be reached at editor@bizbest.com

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