For most small business owners and entrepreneurs, sustaining business growth in today’s economy can feel like you’re treading water — which is unnecessarily exhausting when you’re doing those 52 weeks a year.
A well thought out marketing plan to attract new customers is important factor to generate business growth. But, all too often entrepreneurs and small business owners overlook two other strategic initiatives that can also impact your business growth in a powerful way. That would be increasing customer loyalty and motivating employee productivity.
We all know it’s much easier to focus on getting repeat business from customers who have already purchased from you than it is to woo and convert a brand new potential buyer to trying you out. Instead of constantly focusing on where I can find new customers, it’s so much more productive to ask the question, “Who are our best customers now? (You know the ones who already know, like, trust and LOVE us). And, how can we better serve their specific needs?” (more…)
Q: What are the most effective lead generation strategies for health care consulting companies?
Dr. Kennedy Ononaeke
Managing Consultant and CEO, Winning Edge Consulting, Ltd.
A: Most, if not all, business managers in the service industry are wondering the same thing. We all want to attract more new clients to our businesses, but are unsure of the most effective strategies for lead generation. And who has time to waste on ineffective marketing?
Fortunately, there are no-hassle ways to increase your new client leads. By increasing your business’s visibility with potential clients and positioning yourself as the expert, you will increase your business’s appeal and improve your lead generation. Here’s how:
Be visible in your prospect’s industry. While networking is important, it does have it’s limitations in that you can only create visibility on a slower one to one scale. You can gain much greater traction in your visibility by getting your articles published in targeted industry journals, newsletters and targeted websites. You can also add greater visibility through speaking.
Since you are in the healthcare consulting business, effective lead generation tactics for you would include:
•Writing articles for journals, magazines and websites targeted to hospital groups where you address solving one specific problem that is high on their “pain” list.
•Delivering workshops, keynotes, seminars and webinars to hospital Association groups and to banking groups and other industry association groups of those who would make strong referral sources for you. The key to making this a lead generation tactic is to make sure you end all of your articles and your workshops with some sort of offer to capture names and contact information of those who want to receive ongoing communication with you.
Now, if you’re a service professional – like an attorney, financial advisor, CPA, etc – writing and speaking may be something you have already started to do. But, what if you’re a landscape designer or an interior decorator? Yes, you can still adopt these same strategies. Consider launching how-to workshops for specific target audiences like “How to Create Serene Spaces for Mothers of Pre-Schoolers” … “Keep Your Restaurant Buzzing with the Right Landscape Design” … “Interior Design Strategies to Enhance Your Law Firm Branding” …
Ask for client referrals and testimonials. Client referrals can be your best marketing tool. In fact, there are many businesses that rely solely on client referrals for lead generation. Why? Because who knows your business better than your clients? Asking for a referral is easy. Simply say something like “It’s been a pleasure doing business with you. I always enjoy working with clients who are so motivated and excited to try new ideas. Who do you know in the pharmaceutical industry who you think may be interested in our quality services?”. And don’t forget about testimonials. Client testimonials may be the deciding factor for new clients shopping for a consulting firm. Include your client’s rave reviews on your website and in your advertisements and newsletter.
Share your knowledge and expertise. Give potential clients a free taste of your expertise with a blog, video tutorial, or e-newsletter (like the wonderful one that you’re currently reading!). Sure, you’re giving away a tiny bit of knowledge for free, but think of it like a big slice of chocolate cake. If you give your clients a small fork-full of frosting, they’re going to want to eat the cake too. By sharing a taste of your knowledge, potential clients become aware of your expertise and will be grateful for your helpful tips. They will inevitably come to you, the expert, when they need personalized assistance.
If you’re feeling lost when it comes to marketing, you’re not alone! Many business owners are great at their business, but not necessarily great at marketing their businesses. If you’re ready to win the game of marketing once and for all, then take a look at my Marketing Action Small GROUP Coaching program.
Just shoot me an email and I’ll send you the complete information about this game changing marketing system. [email protected]
Here’s to your success!
WANT TO USE THIS ARTICLE IN YOUR NEWSLETTER OR ON YOUR BLOG/WEBSITE?
Go ahead! As long as you give full author attribution as follows:
Business Growth Expert Yoon Cannon has helped thousands of CEOs, entrepreneurs & small business owners achieve dramatic results in sales, productivity and profits. Over the past 20 years, Yoon has started 4 other companies and sold 3 of them. She is the author of numerous articles published in major print media and magazines. She is also a popular keynote speaker. Get Yoon’s free video “How to Find Your WOW Factor” at http://www.ParamountBusinessCoach.com. Call Yoon direct at (215) 292-4947.
Leave a Comment Through Facebook
Remember the movie The Devil Wears Prada? In case you don’t, it’s the one where Meryl Streep plays the single minded magazine editor. She lives for her power within the fashion industry. She can make or break an upcoming designer’s career as well as the ones of her subordinates. Self serving and arrogant, she epitomizes the “bad boss”. She demeans her staff with a withering look and expects them to do whatever it takes to please her quixotic requests. Get a yet unpublished copy of J.K. Rowling’s latest Harry Potter tale by 3 p.m. today?
Hopefully, you’ve never had to deal a boss quite this arrogant but what kind of boss are you? If you don’t care to know, you should. Because your boss ratings have a high impact on your people’s productivity level and in your people’s level of loyalty. That translates back to you not only to dollars and cents, but also to unnecessary stress and wasted time. (more…)