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Marketing on a tight budget: Find new clients

Part 1 of a 4-part series

There are a number of clever ways that you can undertake marketing activities on a tight budget. Here is Part 1 of a 4-part series which discusses simple, effective marketing tips themed under four key areas: Find new clients, Engage your clients, Impress your clients and Retain your clients. The following tips are quick and inexpensive marketing ideas. Enjoy the first of our 4-part series.

How much time per month do you put aside to find new clients? It may be that you don’t have the time or don’t know where to focus your energies. Why not consider these easy, simple and effective strategies to get you going.

  1. How good is your client database? You may have a database that has hundreds of names but how useful or accurate is that information? And if you haven’t got a database, get one started. Now is the time!

  2. Data mine your current client list and build a better picture of decision-maker titles that you’ve had success with in the past, along with particularly lucrative industries that you may want to target over others.

  3. Keep a track of when people join and leave organisations - it makes sense to contact the new recruit in that role once they’ve settled in. If there are particular roles in companies that you want to focus on – organise advance search job alerts via SEEK to be sent to you and then follow-up 6-8 weeks later.

  4. After you’ve developed a comprehensive list of position titles and industries – scour LinkedIn to identify new clients or companies that you might like to make contact with. You may be entitled to contact them through LinkedIn if you have a premium business account. Always make sure your LinkedIn page really plays to your strengths; review and update it frequently and build your profile by participating regularly in relevant groups and forums.

  5. Prioritise. It’s important that you look at your target clients and categorise them into ‘High Priority’, ‘Medium Priority’ and ‘Low Priority’ so you know where to focus your energies, particularly if you are time poor. If it’s been a while since you’ve undertaken a ‘cold call’ with a new client – start with a couple of ‘warm’ client visits to get you back into the swing of things.

  6. Look at any impediments to your sales and marketing process that may be barriers to uptake. Are you proud to show off your flyers, brochures and business cards when you meet with your clients? How’s your website looking when they look you up – will it impress them or turn them off? Could your e-campaigns be more exciting or your sales pitch be improved in any way? Try to be objective and put yourself in your client’s shoes and rate yourself on your various client touch points. (If you want your website, e-campaigns or marketing collateral to look fantastic and stand-out from the crowd, we can help you here.)

  7. Once you have a healthy list of new clients; start looking at problems they may have that you might be able to solve for them. For instance, if I wanted to target pharmacies for tailored marketing services – a pharmacy that recently had a large discount chemist open up next door may have a pressing need for some new or refreshed marketing strategies due to the new pressures that are being applied to their business. Start looking at how you can provide solutions for your new clients; it’s a great way to demonstrate in an instant the value you can provide them.

  8. Are you armed with the most up-to-date information on key issues within your client’s industry or your own industry that you can refer to in your meeting? It’s important that you are tuned into your client’s issues as well as your own – whether it’s through LinkedIn forums; media alerts; industry based magazines; market analysis or competitor reports.

  9. Focus on networking events and inexpensive workshops to build your network. (Check out the NSW Business Chamber or CCIQ Events page for some great low-priced courses and networking events.)

  10.  Get in front of clients! Set yourself goals. Maybe factor in 1-2 days a month that are purely ‘selling days’ and build around those days so that you’ll have everything you need and will be in the right headspace to maximise those client visits. Commit to it in the same way that you would if you were doing an external course or on annual leave, so that you don’t have any niggling distractions and can keep your focus squarely on your clients.

Claire Chandler is a Senior Marketing Consultant with Australian Business Consulting & Solutions Marketing team. If you have any questions, please contact her on 02 9458 7785 or claire.chandler@australianbusiness.com.au

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