Creating a strong marketing plan is just Step One of many for small business owners in finding prospective clients. Some trying to build their businesses from the ground, up build very targeted marketing plans, but then are not sure where to find those that will be most in need of the services or products they provide; so they either misdirect their hard work by networking with the wrong prospects, or get frustrated and stop focusing on marketing altogether.
Any small business owner that knows the benefits of the products or services he/she is offering inside and out and has been able to construct marketing materials and a message that reflect this unique offering has already completed one of the hardest parts of filling up the sales funnel with new prospects. The next step in finding prospective clients is locating the places where targeted marketing efforts will be most effective.
The following are some ways for small business owners to find potential clients that will be most likely to want, need and be able to afford services or products being offered.
Advertising lists provide easy access to future customers:
Advertising lists are good, inexpensive ways to find concentrated groups of possible customers. Compiler companies like Zap Data (http://www.zapdata.com/) and InfoUSA provide lists to small business owners of clients to help streamline the process of customer acquisition. Other similar services can usually be found through local business groups as well as in newspapers or journals. These types of list services have search features that can help narrow down the field of small business clients to only those that would fit a very specific profile, eliminating the need to question, “Does this person care what I have to offer?”
Finding out where great clients hang out and being there is a great networking opportunity:
Creating a profile of the “ideal” client and doing a little research can produce important information about where ideal clients regularly go. It is in these places that targeted marketing efforts will be most successful. For example, a small business owner selling a product or service that a lot of attorneys use can look around the community for business groups to which attorneys belong and get involved. They should go to meetings and conferences when appropriate and sign up for trade shows, volunteer to be panelists at events or write articles for industry publications. This type of networking can provide a slew of appropriate, highly-relevant places for small business owners to get to know potential clients personally, showcase their products and expertise and be part of a well-rounded marketing plan.
Less is always more:
Once a small business owner unlocks the many doors that lead to where clients are, they need to be gentle and smart about finding prospective clients. No one should join more than a few networking organizations or spam mailing lists with e-mails or direct mail, even if they represent very targeted efforts. Marketing is easy to overdo. Above all, it is an evolutionary process that takes time to develop and get right, so patience is necessary. Small business owners should build efforts slowly over a few months and continue to save time for actually focusing on providing the services and products that will best fulfill the needs of their clients.
Finding prospective clients is obviously critical to building a solid business foundation. Getting active and out there in the appropriate marketplace, networking in diverse environments that will be receptive to the specific company’s mission is a huge part of targeted marketing that can produce great referrals and build a company’s roster exponentially.