Clients do not arrive at anyone’s door without us attracting them. They don’t. So what do you think attracts clients to work with you and is it an intentional part of your everyday activity? [The operative word being “intentional” in the question.] If you hesitated to answer, then check this out.
First, let’s define the subtle differences in Push Marketing vs. Pull Marketing:
- Push Marketing is a strategy intended to sell you something outright. You set-up a direct-selling environment to be face-to-face in sales with a client.
- Pull Marketing is a strategy which involves motivating a client to seek you out of the crowd. You get the client to come to you.
Both push and pull marketing strategies are an important part of a marketing plan for any business. Push marketing, however, seems to be more natural for many of us in financial services to do and today, I’m will share three ways you can be more intentional in implementing push marketing tactics for client attraction:
Giving Away Value
Free. Zilch. Zip. You simply give value away. Sounds crazy, right? I know some of you are thinking, “Sheryl, giving away my craft doesn’t pay my bills.” Think about it this way though. You’re at the cash register paying for your groceries and your favorite baseball team has a pocket takeaway for you to have a list of all their games right in your wallet. You grab it and go.
…that was pull marketing through giving away value.
What can you give away which would attract people to your business? Could you:
- …give a class at the local library on debt reduction?
- …become a JA teacher for a local school and teach kids about finances?
- …write a weekly column for your local paper about money?
Be intentional about what you plan to give away and make it something of real value to someone. Don’t go into this thinking you’re going to only give half of something away and make them work for the other half, it doesn’t work like this and you’ll be perceived as a jerk. Give away value and you will attract clients to your practice. If you give value away every day, people will have even more reason to do business with you.
Social Media Amplification
You know I have to get social media in this! Salesforce reported 70 percent of brands are increasing their social media spending in 2015. (I’m sure it’s more for 2016!) Today, it’s easier to connect with our clients via social media and make better purchasing decisions.
Any pull strategy requires a highly visible brand and social media helps amplify it. Your clients expect you to entertain and inform them. As mentioned above about giving away value, this is no longer considered “courtesy”, it’s an expectation. Clients also expect to find this value through social media.
Using the local library class as an example, you could:
- …invite clients to attend the class and bring someone else would benefit from the material by posting this on Facebook and Twitter.
- …with your class outline create a small graphic with some key points by using a cool tool called Pablo (found at http://www.buffer.com/pablo) and talk about the material with your followers.
- …connect on LinkedIn to the program director at the library and ask them to share your invite with their community.
Have social media do the legwork for you. It has the ability to amplify far past what you can do by one-by-one. Social media is one-to-many. Leveraging social media is a smart marketing strategy with any push or pull marketing plans and it should be a part of your everyday activity.
Word of Mouth Referrals
This is the holy grail of pull marketing and some of the most effective ways to grow your business. Too often we wait until after the sale to ask for the referral. Instead, when the relationship is full steam ahead and clients are happy, why not ask during the process? You must have a specific process in place too. It might be filling out a form or sending them a question in a survey.
Going back to the giveaway, what if you gave your current client a 30-minute consultation to give to a friend who would benefit from similar services? My trainer, Chris Meier, recently gave me five business cards with one free workout to give to friends. It took me less than 2 hours to give those away. Doing something unexpected goes a long way with clients referring you!
How are you handling birthdays and thank you notes? I tried for one year to send out handwritten notes – I couldn’t do it. I have more than 3,000 connections and it was not feasible. However, I had time to send a thoughtful email or order a Starbucks gift card with a note and send it out. I had a much higher return on those than the handwritten note, which I still send out about 400 per year. When advisors have been referred to me, many have come with the set-up that I’m thoughtful and incredibly thankful for business, which I truly am. I’m intentional in making time for this every single day too.
So what are you willing to do TODAY to attract clients to your business? What new habit are you going to begin working on TODAY to invite new people to learn about your practice? Client attraction must be an intentional part of your day-to-day duties.
Write back and share with me. Any questions, I would love those too!
Be bigger, better and more BIONIC today!
Sheryl Brown | @BIONICsocialite