The word of mouth marketing system \u2013 where previous clients tell their friends and peers about your services \u2013 often works well during normal times. In fact, many web designers I know credit word of mouth referral as their primary marketing channel.<\/p>\n\n\n\n
But, during difficult times this marketing channel isn\u2019t enough. When the money runs out and the projects end, it can be difficult to figure out what to do next to market your business.<\/p>\n\n\n\n
In moments like these, it\u2019s tempting to discount your work or quickly create some \u201cnew offer\u201d or tempting package that just might generate enough money to get you through financially until the next project arrives. I understand, but you need to resist.<\/p>\n\n\n\n
Desperation is not a winning marketing strategy. Instead, I want you to follow this plan to get yourself a few new clients \u2013 both now, and well into the future.<\/p>\n\n\n\n
Marketing is \u2013 essentially \u2013 a conversation between you and your potential clients. This is true regardless of the platform, marketing channel, or method you choose to engage your audience.<\/p>\n\n\n\n
Find it strange to think of marketing as a conversation? The reason for the confusion is this \u2192 You fail to factor in both sides of the dialogue. There\u2019s always a response from your potential clients \u2013 even if you don\u2019t hear it.<\/p>\n\n\n\n
When I read your social media post, for example, I engage with it in my mind. I react internally and form an impression\u2026 even if I fail to indicate my engagement with a like or a comment.<\/p>\n\n\n\n
The marketing conversation exists to make your potential clients aware of a problem, define the problem and the solution, and present yourself and your work as the ideal solution for the problem. This is marketing strategy in its simplest form, and this is how it maps out:<\/p>\n\n\n\n
The key to effective marketing is to keep everything simple. Don\u2019t overcomplicate things \u2013 just focus on your main offer or service. For example, imagine I operate a food cart in your neighborhood. My marketing conversation with you might go like this:<\/p>\n\n\n\n
Your marketing strategy can be just this simple. Chances are good that you\u2019re overcomplicating it with fancy language or lots of extra features and add on details. Don\u2019t do that, okay?<\/p>\n\n\n\n
Instead, simplify your approach using this formula. Once you do, you\u2019re ready for the next step.<\/p>\n\n\n\n
It seems pretty logical, right? Effective marketing means outreach \u2013 making sure people know about your business and your work. So, why aren\u2019t we more consistent in our efforts to reach out to potential clients?<\/p>\n\n\n\n
We have plenty of valid excuses \u2013 from lack of time and lack of clarity, to a failure to understand exactly who needs or wants our services. We look for answers to our questions before we take action\u2026 it\u2019s simply human nature. As a result, our outreach efforts are likely pretty anemic and we rely on work that comes our way more passively.<\/p>\n\n\n\n
Here\u2019s the issue: During difficult times, passive measures don\u2019t work as well. They fail to provide the volume of leads you need to generate consistent revenue. Unfortunately, you have to get serious about outreach if you want to attract new clients.<\/p>\n\n\n\n
Want results quickly? Let\u2019s keep this simple. Make a list of people<\/strong> who:<\/p>\n\n\n\n Contact people on your list \u2013 in order of the priority I shared above \u2013 and share your conversation with them in a casual way.<\/strong><\/p>\n\n\n\n What do I mean by casual? Send a quick email. Grab the phone and call them. Talk to them while you are together in person in a social setting.<\/p>\n\n\n\n Not sure what to say? Use the conversation you mapped out earlier and let it guide you. Here are some examples to get you started\u2026<\/p>\n\n\n\n Email a former client with a message like this:<\/strong> Email those who contacted you in the past but were not yet ready like this:<\/strong> These examples demonstrate the tactic that works the best. Reach out personally and put your simple conversation format into the context of your relationship with the potential client. Your goal is simply to start a dialogue about your work\u2026 and then the rest should flow naturally for you.<\/p>\n\n\n\n This simple marketing plan is extremely effective if you use it. When you reach out to people personally and connect with them to discuss your business in a clear and concise way, they naturally respond.<\/p>\n\n\n\n The key is to be both consistent and persistent. You can\u2019t give in to panic or give up when you get a few negative responses. Here are some things to remember\u2026<\/p>\n\n\n\n
Thought of you today. When we worked on your project, you mentioned . That problem is pretty easy to solve by . I\u2019ve got a few openings in my schedule right now. Should we get together and talk? I\u2019d enjoy working with you again if you\u2019re ready.<\/p>\n\n\n\n
You contacted me in the past and mentioned . We discussed possible solutions, but the timing didn\u2019t seem right for our work together. I have a few openings in my schedule currently, and thought it made sense to reach out to you. How has the problem changed since we last spoke?<\/p>\n\n\n\nBe consistent, persistent and don\u2019t quit<\/h2>\n\n\n\n