Reaching new customers
Customer acquisition is essential for growing your business and expanding your reach. With the right strategies, you can attract new clients and build a steady stream of business.
Networking
My favourite lead-generation method is networking. Whether in-person or online, networking is a great way to meet new people and potential clients.
While the dream scenario would be to walk into a room, hand out your business card, and get clients calling you the next day, remember you might instead find people you’ll work with down the line, friends, referral partners, and so on.
To get the most out of your networking, remember to:
- Follow up with the people you meet
- Don’t expect to get clients from your first event
- Have business cards and/or an active LinkedIn profile ready
To start networking, visit Eventbrite, or a local BNI/Chamber of Commerce group. “Netwalking” events (walking while networking) can be great if the idea of a room full of strangers feels daunting.
Social Media
For many, social media has become the new Google. Instead of googling companies or services, people now look them up on TikTok, Instagram, Pinterest… The platform of choice tends to depend on their demographics and the topic.
Most of us also spend time on social media daily, making it an attractive avenue for businesses to connect with potential clients.
While some get lucky and go viral, social media is generally a long-term game. If you’re just starting out, pick one platform (either the one your clients are most likely on or the one you’re most comfortable with) and aim to post 1-2 times per week (or more if you can).
Bonus: Engage with others’ content as well – this increases your visibility and is generally favoured by algorithms.
Offering free value
Providing free value is an excellent way to build trust and show potential clients that you know what you’re talking about.
When I started Healthy Pixels, a business coach advised me not to offer any advice during a sales call. I hated every sales call I did as it didn’t feel like me… Once I left that coach, I changed my approach completely. I started offering advice during calls, and it helped my clients feel much more confident in saying “yes.”
Free value could also be downloadable guides, webinars, free consultations, or quick tips – whatever makes sense for your product or service and what you feel comfortable doing.
Website
Your website serves as the hub where all of the above efforts come together, and it’s one of your most important business assets. One of my clients last year reached out after their accountant pointed out that not having a website made them look less professional. Another completely stopped their marketing because they were embarrassed of their site (all of that changed after we redesigned it).
The thing is, people will look up your website after hearing about you. Make sure your website looks professional, and clearly communicates what you do, who you are, and how to get in touch or purchase your services.
Bonus Tip: Link to your social media profiles on your website. This helps increase your reach and get in front of more people.
Reach out to existing customers
Once you’ve secured some clients, nourish those relationships. Loyal customers are one of the most effective ways to generate more and new business. Word of mouth builds your trust factor, making your sales process easier in the long run, and happy customers will keep coming back.
Customer service
Ensuring your customers are happy with the product/service is key to long-term relationships. Great service doesn’t end after the sale: ongoing communication builds trust and keeps customers coming back.
Follow-up after the sale: A simple message to see if they’re satisfied with the result or product can go a long way. Even a small “How’s everything going?” shows you’re invested.
Add extra value: If within your ability, offering some support without a charge can make customers feel valued and appreciated if they have questions or need minor assistance post-purchase. Obviously, do not take this too far.
Finally, handle any issues or complaints with care. A well-handled customer service issue can turn a potentially negative experience into a positive one, reinforcing loyalty.
Retainers/Subscriptions
Subscriptions and retainers are a great way to keep clients around: not only do they provide stable income but they also encourage customer retention. So instead of a one-off interaction, what recurring services can you offer?
Think of check-ins, updates, consultations or maintenance related to the product or service. The key is to think about your product or service and how it can evolve into something they need regularly or periodically.
Consider offering discounted packages for clients who opt for long-term arrangements, giving an incentive to stick around.
Reviews
Satisfied clients are your best marketing tool, but sometimes they need a little nudge to leave a review. Testimonials can be an excellent way for potential clients to see the value in your work.
- Ask for reviews: After a project or sale, send a friendly follow-up message thanking your client for their business and asking them to leave a review. Let them know that even a short, honest review would mean a lot.
- Video testimonials: Video testimonials are ideal (when done with proper lighting and audio) because they build trust and authenticity. However, a simple written review on sites like Google, Yelp or Trustpilot is still valuable and effective. Just provide a direct link to the review platform so they don’t have to go searching for it.
And remember – always follow up with a thank-you message once they’ve left a review!
Email marketing/newsletter
One consistent way to stay in front of your customers is through email marketing. By offering helpful, relevant content, your emails won’t feel as pure sales pitches, but providing value to your subscribers.
Use your email list to share:
- Free value content (see above)
- New services or products
- Early bird offers or exclusive discounts
- Company news or updates
- Success stories or case studies
- Customer testimonials
Email marketing also lets you nurture leads who aren’t quite ready to make a purchase yet, keeping you top of mind when they are.
Leveraging your website for lead generation
Think of your website as an online brochure, which helps you attract and convert new clients. A well-optimised site can take a potential customer through the entire journey, from research to purchase. But how do you make that happen?
Let’s break it down:
Good Website Design
First things first: your website has to look professional and function well. It’s the first impression many potential customers will have of your business. A clean, intuitive website makes it easier for visitors to find exactly what they need and builds trust.
- Clear funnel: Make sure it’s easy for visitors to take action, whether they’re scheduling a call, filling out a contact form, or signing up for your newsletter.
- Mobile-Friendly: The majority of websites are viewed on phones, so make sure your site is responsive and easy to read, no matter the screen size.
- Strong content and design: Don’t lose people’s attention with unskimmable content, confusing terms and jargon. Speak your clients’ language.
If your website isn’t generating leads, it might be time to rethink the user experience and how to streamline your funnel for higher conversions.
SEO (Search Engine Optimisation)
Google (and other search engines) are still essential for driving organic traffic to your website. You want your site to appear when people search for the services or products you offer.
Here are some key things to focus on:
- Domain Authority: Websites that link to yours help build your site’s credibility with search engines. Focus on legitimate, high-quality backlinks from trusted sources.
- Keyword Research: Identify the terms your potential customers are searching for and incorporate those keywords naturally into your website’s content.
- On-Page SEO: Optimise headings, meta descriptions, images, alt text and content, ensuring everything is relevant, informative, and well-structured.
- Content Strategy: Regularly updating your website with fresh content (like blog posts or case studies) provides more opportunities to rank for different keywords and shows visitors that you’re active and engaged.
PPC (Pay-Per-Click Advertising)
While SEO can take time to show results, PPC is a great way to see an instant boost in traffic. Platforms like Google Ads and Meta allow you to target specific keywords, putting you directly in front of people actively searching for your services.
- Targeting Specific Keywords: Bid on keywords that align with what potential customers are searching for. The more targeted your ad is, the better your chances of attracting qualified leads.
- Retargeting: Not everyone who visits your website will convert on the first visit. With retargeting, you can show ads to people who’ve previously visited your site, reminding them of your services and encouraging them to return.
Want your website included in your lead gen strategy?
Chances are, you’re in one of two camps:
- You don’t have a website: Well, let’s change that! A professional website is one of the best investments you can make for your business. Not sure? Read some of the benefits of having a company website.
- You have a website but aren’t happy with it: If things aren’t going the way you want, you might need a better funnel or more targeted content. Let’s improve your site’s performance and help you get the results you need.
