It’s a challenging world out there for businesses. Holding onto current clients and finding new ones is no easy task, especially when consumers are increasingly wary of marketing tactics.
Using marketing for lead generation is one thing, but turning those leads into paying clients takes a different approach.
And that’s where having a client acquisition plan within the broader marketing strategy comes into play.
Focus On These 6 Areas To Get The Most Out Of A Client Acquisition Plan
Customer personas and target audience
Every business should have an idea of who their ideal client is. And this information should be part of their overall target audience data and customer personas.
Knowing your target audience helps keep marketing specific to the needs and wants of the ideal client. Breaking the target audience down into segments and customer personas makes the messaging even more specific.
Personalized marketing has a much higher conversion rate than generalized marketing. Statistics show that 80% of consumers are more likely to buy or use a company that provides a tailored experience.
So what does this mean for service-based businesses and family law firms?
It’s essential to know who you’re targeting and understand what drives your ideal client to buy into your service.
Set achievable goals
Every client acquisition plan should contain an overarching goal broken into small attainable goals.
Factors to take into account are –
- How many new clients in total are needed to keep the business profitable?
- How many of those clients does the business need to acquire per quarter?
- What is the budget for client acquisition?
- How many staff are there focused on marketing and acquisition?
Having clear goals set out and a plan of action for each one makes the strategy more manageable. In addition, it’s easier to measure success and adapt if specific methods aren’t working.
Choose the right digital marketing channels to use
Here’s the thing when it comes to marketing, especially for solopreneurs.
Most service-based professionals, including lawyers, have little knowledge of marketing. It’s not their area of expertise.
But for a business to generate leads and feed those leads into the client acquisition funnel, marketing is essential.
The best way to start marketing is to refer to the data about target audiences and customer personas. And then focus digital marketing on channels where those potential clients hang out.
Nearly all businesses use a combination of inbound and outbound marketing to encourage new clients to sign-up for their services.
Outbound marketing (cold-pitching and networking ) is better for lead generation than client acquisition. However, referrals can come from these forms of networking (more on referrals later).
For client acquisition, it’s best to focus more on digital inbound marketing – encouraging ideal clients down the sales funnel and into the conversion sector.
In short, the most crucial aspect of inbound marketing for client acquisition is the call to action. It’s the ability to engage readers and persuade them to switch from potential clients to actual clients.
If your ideal audience hangs out on social media, that’s where the marketing focus needs to be strongest.
If video is their thing (and for most consumers, video is fast becoming the number 1 form of media they tune into), get on YouTube or other video hosting sites.
Do the research and choose the best marketing channels for the target audience and budget. But don’t be afraid to switch channels if the data shows it isn’t converting.
Create a referral system
Finding new clients is easiest through referrals from past and present clients. Word-of-mouth is one of the most prominent forms of marketing, potentially lifting a brand’s reputation or destroying it.
Set up a system that makes it easy for others to refer to the business. And offer an incentive for referrals – a discount voucher or a small gift can encourage clients to pass on details to friends and family.
Of course, referrals don’t always lead to new clients. That’s where personalized messaging comes into play. Treat the referral as a valued client, even before they’ve paid for any services.
Always follow up immediately with a call and send a welcome pack or information via email or direct mail. The more trust builds up, the more likely the referral will convert.
Invest in a CRM software program
CRM (Customer Relationship Management) helps businesses keep their client details in one place. The information may include names and addresses, email addresses, and other targeted information.
What’s the benefit of having all these details?
If a past client returns, there’s no need to go through all the preliminary admin work again. The client feels as though they’re known to the company, and they feel more valued.
And when referrals come in, they can be stored on the system, so everybody knows the stage clients (past, present, and potential) are at in the buying process.
Providing excellent customer service is the best way to keep clients coming back. And retaining clients is an important aspect of client acquisition. It’s not all about finding new clients. Managing all clients is part of the process.
Measure results regularly by analyzing the data
There’s no point in setting goals unless their success is tracked and measured. Therefore, businesses need to use a variety of data to assess the success of their client acquisition plan.
Some strategies will work. Others won’t. By analyzing the data, it’s easier to know what processes to keep and which to ditch.
And in life in general, circumstances and trends change all the time. So when it comes to client acquisition, the marketing needs to fit within current consumer needs and wants. Through regular reviews, the business is seen to be in sync with current trends.
Client Acquisition Is An Ongoing Process
Although methods and marketing may change, the process of client acquisition never ends. For a business to succeed, a steady stream of clients, old and new, is vital. So focusing on client acquisition is a rewarding and worthwhile aspect of running a business.
Maxwell Hills is the founder of Hills Law Group, a premier Orange County family law firm with a concentration on high net worth divorces. Max’s entrepreneurial career stretches back to his teenage days when he had his music used in Grey’s Anatomy and ESPN. Today, Max has used that experience to build Hills Law Group with 0 customers and $0 in revenue to a respected firm in the industry.