August 14, 2009

In order to get more clients, you have to “get” your clients

Posted in Marketing advice tagged , at 11:37 am by Write Associate

A few weeks ago, I was playing around with my e-newsletter software, and I stumbled across a feature that allows users to create and send surveys to their email list.

The wheels started turning, and I thought, what better way to find out exactly what my target market really needs?

So I put together a short survey of 7 questions, some multiple choice and a few open-ended, thought-provoking goodies.

In exchange, I offered to enter all respondents into a drawing to win two free hours of my services (specifically, they will win two hours of marketing consultation and website copywriting in the form of a home page makeover).

So far, I’ve gotten quite a few takers, and I’ve been soaking up the answers to their questions like a sponge. Not only have I been given insight into the type of services they’re considering so I can focus on those in my promotional materials, but I’m also learning more about what’s holding them back from working with me, which will help me address (and hopefully overcome) their concerns.

The key here is that I asked very pointed questions. I listed out my main services and asked them to check off each one that they would consider (or have considered) outsourcing. Then I asked them to tell me why they would (or wouldn’t) consider working with a professional such as myself. Finally, I asked them what they struggle with when it comes to internet marketing (my specialty as a service provider).

The answers to the last question really excited me because it’s given me ideas on new article topics and potential e-books that I can put together for potential clients on subjects that most concern them. Now I don’t have to guess about the information they’re looking for…it’s all right there in front of me!

Any service provider can use this tactic to get to the meat of what their potential clients really want, and then you can use that information to position yourself as the answer to their problems.

If your e-newsletter program doesn’t have a survey feature (or if you don’t have an email list full of your target market), you’re going to need to do a little leg work. Trust me, you’ll be glad you did!

I won’t get into too many technical specifics here, but you might look into a feature like JotForm, a free service that lets you create surveys and then input the HTML code right onto your website. I actually use this service to allow potential clients to contact me with details for quote requests, and it’s great; I get a nice, organized email with all of their answers and contact info so I can back in touch with them quickly. If you go this route, you can dedicate a page on your site for the survey and then market the heck out of it, linking to it from Twitter, Facebook, networking forums, etc. etc.

Don’t forget to include an incentive for respondents, whether you offer free services to one lucky winner or choose another promotion that works better for you. Just know that most of your potential clients are too busy to fill out your survey out of the kindness of their hearts…so you need to give them a reason to take a few minutes out of their day.

If you go the survey-on-your-website route, feel free to let me know in the comment section below – and don’t forget to link back to your survey!