January 2009

How to reach your clients

First of all, you need to identify your typical client.  Perhaps they are part of a specific industry. 

It is important to know where they show up and what they read.  For spending money on generalized advertising will be wasted, more than likely.  All of your promotional efforts should be tightly focused on those channels that will reach your clients.

List building is essential.  In fact, you will want multiple lists, such as:  existing or potential clients, industry or professional associations, regulatory agencies, or other relevant contacts.

How to build a list:

• Networking
• Industry directories
• List rental (see Standard Rate & Data Service)
• Collecting names from your web site (sign up for e-zine or free report)
• Referrals

Then comes the ways to reach your target market.  Adjust your mode to what is effective or relevant to your group.  As in all marketing, testing is essential, to verify what works.  This is testing both mode and message.

Several channels to consider:

• Email – individual blasts or recurring e-zines
• Direct Mail – letters, postcards
• Advertising in targeted publications
• Brochures and other handouts at events
• Industry directory listings
• Social networks (LinkedIn, You Tube, Facebook, etc.)
• Search Engine marketing – Search Engine Optimization/Pay-per-click
• Telemarketing
• Other media (radio/television – may not be sufficiently targeted)

Then, there are the tried and true methods that require your direct involvement:

• Article writing
• Speaking
• Networking
• Participating in industry organizations

Choose those methods appropriate to your industry and your personal style.  The more the better, as you want to have as many “touches” as possible.  And multiple exposures give a more powerful impression.

For a more expansive discussion on multiple channel marketing, read

Changing the Channel, by Michael Masterson and Maryellen Tribby.