I’m going to assume a few things for this adviser marketing post. I’m going to assume that you have identified your ideal client and you’ve nailed your value proposition (although I will admit I think that is a continuous journey for many), you’ve built your website to be responsive and engaging and you have developed your opt-in offer to wow first time visitors, differentiate yourself from all the other Advisers and add even more value to your strategic alliance partners.
Because now I’m going to share with you how you can leverage all of the above to build a list of potential ideal clients and grow your business.
What I’d like to say right up front is that just having a list of people’s email contacts is worthless. I’ve said it before in previous blogs, there was an Advice business in Melbourne who bought a list for his Facebook business page and he wondered why they didn’t engage with him – the money isn’t in the list, it’s in the relationship you build with people. If it was as easy as buying a list and posting a few articles, everyone would be a doing it! As you know, it’s just not that easy……
It’s not about the number of people on your list it’s about the genuine relationship you have with them. The deeper the trust you can build with them, the better advantage you will have and they will also receive from you. I’ll share with you how to build that level of trust up in a future post, today I’d like to share HOW to build that list.
Just putting your information offer on your website probably isn’t going to get you the number of ideal clients on your potential client list as quickly as you thought. It’s also not going to add the value to your strategic alliances either – unless you have literally hundreds of new web visitors a day.
Below is a list of suggestions for you – with any exercise of this nature, the tip is to brainstorm and stretch yourself then, you can go back and edit it. This can be an effective exercise to do over lunch with your team or with an external stakeholder.
1. Identify 7 websites that your ideal client visits on a regular basis
2. Identify who is already servicing your ideal client – companies, websites, blogs – places that communicate to them on a regular basis
3. Identify 4 clubs or associations they belong to – could be a local club, through their work, a gym etc.
4. What media do they listen/read?
5. What local media influences them?
6. Which YouTube channel would they subscribe to?
7. What are the top 7 things they search for on Google?
8. Identify 5 businesses that offer complimentary products/services that already reach your ideal client
The idea is to stretch your thinking about where else your ideal client is, rather than just through Accountants! Great chance to be more creative.
Next, choose 1-3 different things from the list and develop your list building strategy for the next 90 days – that will nearly take you into Christmas – Yikes! You may choose to be a guest blogger, develop a communication piece to be included with another businesses (no.8) or develop a relationship offline or online with an identified business/person.
Communication and business effectiveness is the key. No longer can you rely on your aging client book (I’d argue you never could!), times have changed, the way in which we find businesses to help us has changed so, as businesses it’s recommended we go where our ideal client is, wow them, engage with them and show them just how much you can help them.
If you need any help with your marketing communications, feel free to get in touch with me email@example.com and let’s have a chat.