4 Steps on How to Market to YOUR Prospective Clients in a Genuine Way… That works!

I was recently asked by a business owner, how do you select your clientele?” I must admit that I was surprised by the question because I was not sure what the motivation was.  I explained that our firm has a selection process that we never deviate from, a process that allows us to treat business owners as living entities and not as mere leads or prospects. Here is our 4 step process…
go-social-or-die-hand-picking-your-clients
STEP 1: HAND PICK YOUR CLIENTS and SPECIALIZE

We hand-pick the majority of our clients by spending a significant amount of time to research them. Our team literally comb through thousands of business owners and hand pick the ones that we believe would benefit most from the services we offer. The main criteria for selecting a business is – business owners must be willing to reach out to the reviewers who wrote the negative review to try and resolve the issue(s) stated. If a company is NOT willing to do that, we will not be able to have a successful relationship with that company. We choose business owners who understand the tremendous value of giving excellent customer service and engaging with their customers.

This hand-picked client model will not work if your business is volume driven, it is more suitable for a business that offers specialized goods or service. Whatever form of marketing style you chose, ensure that you have some personalization in your contact. You will also get better results for your efforts if you choose to work within one niche at a time as opposed to trying to serve everyone at the same time.

STEP 2: GIVE SOMETHING OF VALUEgo-social-or-die-give-value3

We receive a lot of marketing ads from companies offering us free reports, free e-books, free trials and the list goes on.  Most of the time the items offered are of little to no value to us, therefore we ignore these offers. We are very aware that we must offer true value to our business owners, otherwise, it will be similarly ignored. In our business, we offer an Online Reputation Report Tool  where clients are able to scan their business in real-time to get a well-presented report of their business reputation. This report is the singularly most important report we produce in our firm and we offer it for free to business owners.

Your business Reputation Score factors into how Google rates your business, thus it would be pertinent on your part to see what is on the internet about your business.  The stars  (1 to 5) appearing under your business name when you conduct a google search for your business is an indication of your reputation. All this will become clear once you have scanned your reputation report. Google search results now include the reviews of social media sites like Yelp,  Facebook, Yellow pages etc in the Knowledge Panel.

STEP 3: CONNECT before you CONTACT

We manually visit the sites like LinkedIn, Facebook and Twitter profiles of companies that make the shortlist in order to get a sense of the company’s culture. While we are on the company’s various profiles, we sometimes will send a request to connect on LinkedIn or become a fan on Facebook or follow on Twitter.
go social or die digital agencyIf we like what we see about the company’s brand. We prefer to start the relationship building and networking before we actually make direct marketing contact with a business owner.

We also visit several industry-related websites to learn more about the specific industry we are working with. This allows us to understand and communicate in the “language” our client’s use. This is a slower client building process but it works for us primarily because we provide a specialized boutique-style service.

TIP: Make sure that you have the correct name, email address, and phone number for the business owner you wish to make contact with. You will not come across as professional if your email contains incorrect information and this could ruin any chance you had of providing service to this business owner.

STEP 4: PERSONALIZE YOUR MESSAGE

Make your contact personal.  Address the business owner by name, preferably by their first name. Treat the business owner as a living breathing entity — because they are!  At the end of this vetting process, we compose a personalized email and send it off to the selected business owners with a personalized copy of their online reputation report (see step 2).   We do not send bulk email business owners because it does not bode well for relationship building.  The principle of less is more works here.

CONCLUSION

The whole process is very time-consuming and labour-intensive but the results justify the means. Business owners appreciate being treated as humans and not as leads or prospects. Remember that client who asked the question that started this post?  Turns out he just wanted to know how we knew so much about his company. Go figure!

Bottomline is: “If yGoSocialorDie ou receive an email or phone call from Go Social or Die Digital Agency, it is not a random act – you were chosen!

Damali Thomas BA, M.Ed

Damali Thomas is a Senior Digital Marketing Specialist at Go Social Or Die Digital Agency. She has her Bachelor's in Psychology and Masters in Education and Digital Technology.She has a cat named Cairo.Her favourite business quote: “Your most unhappy customers are your greatest source of learning.” —Bill Gates, Microsoft co-founder