It is always exciting to start a new business, but when it comes down to it a business is only as good as the customers it serves. When I started my first business, I instantly ran into the question of: “How do I get new clients?” So, I started where anyone else would — on Google. To my surprise, no one had a specific “one-size-fits-all” solution.
The common customer acquisition strategies I found were to use social networks or just email everyone you know. I thought to myself, “Great! That helps.” I knew there had to be better strategies to get new clients. So, after months of researching and talking to other small business owners I finally came up with a strategy that worked.
Creating a Funnel of Authority
In my experience, Facebook ads are a great way to get new clients. Meanwhile, right now, advertising prices are really low. But picking a target market and placing ads in their face isn’t good enough. You need to create authority in your clients mind and you can do that with the following strategy …
Use Email Lists and Facebook Ads
Lets say you offer services for local dentists. To market your services, purchase an email list of dentists (there are plenty of places online to purchase a list) — I use InfoUSA. Next, there’s a Facebook application called, Facebook Power Editor, which helps you narrow down your target audience for Facebook ads. Take the dentist email list that you purchased, and input it into Facebook Power Editor. This allows you to only target your ads to those on your list. Now, these people will see your ads, but don’t expect them to click (at least, not yet) because your funnel isn’t complete. It is just beginning!
Re-engage with Email Marketing
Next, continue to build your authority funnel and take the email list that you purchased and send an email with an invitation or offer (e.g., free offer, webinar, whitepaper, coupon, etc.) For example, if you offer a webinar (a Web-based seminar, presentation, lecture, workshop or seminar that is transmitted over the Web) your new sales lead will learn exactly what you do and how they will benefit from your services. At the end of the webinar offer a lead capture form for viewers to complete to take a specific action (i.e., an application; or to request more information, ask for a free consultation, or receive an exclusive incentive).
The Result of Creating Authority
So, what did you accomplish with the above-mentioned steps? Essentially you created a funnel of authority. By creating Facebook ads to target email addresses you purchased, it created authority in the mind of your sales lead. So, when you emailed them an offer to a webinar they have a higher likelihood to immediately recognize who you are, because they saw your Facebook ad. Meanwhile, you also save money on Facebook Ads because you only targeted specific people, instead of an entire segment.
The email marketing tactic (i.e., a webinar) creates authority by removing questions that a new lead may have about your service. It also gives you a chance to “strut your stuff” and build your brand. At the end of the webinar when you offer an application to evaluate prospects it builds authority. It makes the new potential customer think they have to be good enough for you — not the other way around.
For small business owners it can be very hard to figure out an exact way to get new clients, and not many people tell you how either. This strategy can get you new clients, and help you build authority and brand equity in the minds of your customers. By creating authority you are also able to charge more for your services. Also, with a couple tweaks, this model can be used for virtually any startup or small business.
Michael Tandarich is the founder of NO-COMPLY Designs, a design agency for small businesses. Michael believes in thinking before designing, and that designs are your largest marketing tool. Follow NO-COMPLY Designs on Twitter.
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