It’s time to try a new strategy for customer outreach. Traditional methods of attracting clients and getting client referrals are no longer sufficient. In this blog post, we’re diving into a mindset shift, reimagining and reverse engineering how we think about and get clients and referrals.
We’re looking at how to transform your business into a beacon for potential clients, where they’re drawn to you through new strategies. This change is about moving beyond the “conventional” playbook and embracing methods that are more organic, resonant, and effective.
It’s common in the traditional outreach model to invest significant time and effort into leads that may have little to no prior engagement or interest in your business––why doesn’t make a lot of sense?! These cold leads often result in lower conversion rates, making the process both stressful and less profitable.
That’s exactly why our focus is shifting towards attracting warmer leads. Warmer leads are those who have already shown some level of interest or engagement with your brand. They could be followers on social media, referrals from clients or friends, or individuals who have interacted with your content. These leads are easier to convert because there’s already a foundation of interest and trust.
Focusing on warmer leads doesn’t just potentially increase your conversion rates; it also provides you with a more efficient, stress-free approach to business growth. When your outreach efforts are targeted toward individuals who are already somewhat familiar with your brand, you’re not starting from scratch. This often translates into a smoother sales process, where less time is required to educate or persuade the lead about the value of your product or service.
Customer Outreach Strategy: Collaborations
Collaboration is about leveraging similar audiences. By engaging in activities like swapping podcast and summit guest spots, exchanging speaking opportunities, or partnering with affiliates, you not only expand your own visibility but also tap into a pool of potential clients who are already primed for your services.
Take, for example, a business coach collaborating with a website designer. This collaboration is almost natural – as the coach works with clients starting new businesses, these clients will inevitably need professional website services. By partnering, both the coach and the designer gain access to each other’s client base, creating a win-win situation. The designer can also refer other clients to the business coach when the clients don’t have a clear business plan.
Other collaboration strategies like growing your list of bundle contributors, finding JV webinar partners, or becoming a community guest expert, work on the same principle. It’s about finding the right partners whose audience complements your services. This approach is not just about broadening your number of connections; it’s about strategically finding others who share similar audiences.
For instance, participating in a joint webinar with a partner who offers complementary services can position you in front of an audience that is already interested in related offerings. Similarly, contributing to a bundle or becoming a guest expert in a community puts your brand in the spotlight, making it visible to potential clients who are likely more receptive to your message.
In each of these collaboration opportunities, the key is to bring value to the table. It’s not just about what you can gain, but also about what you can offer. This reciprocal value is what makes collaborations successful and sustainable. By focusing on creating meaningful partnerships, you open the door to a stream of warmer leads – individuals who are already engaged, interested, and more likely to be receptive to your services.
Customer Outreach Strategy: Content Marketing
Being visible where your potential clients are actively seeking help is vital. This is where SEO (Search Engine Optimization) and strategic content marketing come into play. By focusing on SEO, you position your business to show up right in front of clients who are frantically Googling for the services or help you offer – catching them in their moment of need.
The cornerstone of effective SEO is keyword research. (Otherwise, you’re just creating content without any direction.) Understanding what your potential clients are searching for allows you to tailor your content to answer their questions. It’s not just about guessing what topics might be relevant; it’s about diving into data to uncover the exact phrases and questions your target audience is using. This insight enables you to craft content – be it blog posts or videos – that addresses their specific concerns.
Let’s illustrate the power of this strategy with a practical example. Imagine you’re a business coach. A significant part of your target audience comprises individuals who are new to the business world and are likely to have a plethora of beginner questions. By blogging about these fundamental topics, you can effectively capture the attention of this audience. For example, your blog could feature posts like “Top 10 Questions Every New Entrepreneur Asks” or “Starting Your First Business: A Step-by-Step Guide.” These topics are directly aligned with the questions your potential clients have.
Content marketing also allows you to showcase your expertise. By regularly publishing high-quality, informative content, you not only improve your SEO rankings but also build trust and authority in your field. This trust is crucial in converting warm leads into clients. When they see that you not only understand their problems but also offer insightful solutions, they are more likely to consider your services as the answer they’ve been searching for.
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Customer Outreach Strategy: A New Approach to Social Media
Our third strategy pivots to the world of social media, focusing on ‘edutainment’ – a blend of education and entertainment. Traditionally, businesses often view social media as just another advertising platform. However, a more humanized approach, one that emphasizes storytelling, personal connection, and trust-building, can transform social media into a powerful tool for engaging with your audience.
The key here is to use social media to share content that educates your audience while also entertaining them. This approach fosters a deeper connection, as your audience doesn’t just see another business pushing a product or service; they see a relatable person or brand that adds value to their lives. While the ROI on this strategy might not be immediate, consistent and genuine engagement helps cement your business in the minds of potential clients. When the time comes for them to seek the services you offer, you are likely to be at the top of their list.
Let’s consider an example involving copywriters. Copywriting is more crucial than ever, but not everyone understands its impact or how to do it effectively. A copywriter could use social media to share tips, tricks, and insights into the art of persuasive writing. Imagine a series of short, engaging videos on Instagram or TikTok where a copywriter explains how to write a compelling call-to-action or the secrets behind a successful email campaign. These could be interspersed with funny anecdotes from their writing experiences or behind-the-scenes glimpses into a copywriter’s life.
This content is both educational and entertaining. It offers real value by teaching the audience something useful about copywriting (and giving them a quick win!) while also engaging them with an entertaining presentation. Followers get to learn something new in a fun way, and the copywriter gets to showcase their expertise and personality. This dual approach makes the copywriter memorable and builds a level of trust and relatability with the audience.
By adopting an edutainment approach on social media, businesses can create a more authentic and engaging online presence. It’s about showing your human side, sharing knowledge, and making meaningful connections.
Conclusion
The strategies of collaboration, content marketing, and edutainment on social media each offer unique opportunities for attracting leads and building a more engaging, profitable business. Despite their differences, these approaches share several overlapping themes essential for success.
Mutual Value and Relationship Building: Whether it’s through strategic collaborations, insightful content, or engaging social media, each strategy emphasizes creating mutual value. By offering something beneficial to your audience, you lay the foundation for strong, trust-based relationships.
Authenticity and Humanization: Gone are the days of faceless corporate strategies. These methods underscore the importance of being more human and relatable in your business. Authenticity leads to deeper connections with your audience.
Long-term Engagement over Immediate Sales: Each strategy highlights the importance of long-term engagement. It’s not just about immediate sales; it’s about building a community around your brand. By consistently providing value, you cultivate a loyal audience. This audience is more likely to turn to your services when the need arises, and more inclined to refer others to you.
Adaptability and Evolution: Lastly, these strategies reflect the need for businesses to adapt and evolve. The digital landscape is constantly changing, and so is how clients interact with businesses. Staying flexible, trying new approaches, and continually learning about your audience will help you stay relevant and successful.
By integrating these strategies into your business model, you not only enhance your visibility and attract warmer leads but also set the stage for growth and more clients. Remember, the key is consistency and genuine engagement. As you continue to apply these strategies, watch as they work to elevate your business, making it not just another service provider, but a valued and trusted part of your clients’ professional and personal lives.
