So, You Have A Start Up
Marketing alone is a challenging task but can be done with the proper research and determination. If you have a business, whether a Doing Business As (DBA), Limited Liability Company (LLC), or a corporation, this explanation will help you. In order to build your clientele, you must be open to a variety of platforms. These include online platforms, face-to-face, and over the phone or by mail.
Envision Your Clientele & Purpose
If you haven’t already, prepare a mission statement for your business. This is the sole purpose and vision of the why in what you offer for other people. For example, if you are in the business of creating stationary or greeting cards, you can look to Hallmark for inspiration.
Hallmark: “Makes the world a more caring place by helping people laugh, love, heal, say thanks, reach out and make meaningful connections with others.”
The importance of knowing your mission statement is to illustrate this knowledge in your pitch to potential clients. You should memorize your vision backwards and forwards to ensure clear, concise details in your pitch, regardless of the platform you use. If you do not know the why behind your business, perhaps a reevaluation is necessary. Being devoted to your cause will portray an enthusiastic approach, which in turn persuades your target demographic.
Begin with an Online Presence
During the startup process, you should envision where your dream clientele visits online. Ask yourself questions such as Do they use Pintrest more than Google? Will they have a lot of down time for blog-reading, or are they more able to read short Tweets throughout their day? Once you have written these answers down, you have targeted a more specific audience. This increases your chances of being noticed and being responded to when you begin your proposals. Utilize this information to choose your own main social media sites. While setting up your business sites, it is important to also search for similar local businesses. You may then use their base of networking as your own for a more competitive approach later on.
Most social media sites have a chat ability. You may use this in a professional way to reach out to potential clients. Start off with a greeting using their name or the business name. In a few sentences, explain why your business’ vision matches their needs. You may also compare yourself to another company if applicable, but never use degrading words.
This short approach can also be applied to face-to-face contact and is called an Elevator Pitch.
John Burton, Director of New Business. Blue Collar Interactive; https://www.dr4ward.com/dr4ward/2013/10/what-are-best-practices-for-a-killer-elevator-pitch-infographic.html
Think Outside of the Box
Traditionally, business owners have relied on business cards and Elevator Pitches. You own a creative business, so think outside of the box. A lot of companies will respect the unique approaches you can think of. Call up a potential client and invite them for lunch. Casually interject your business visions and offer some services to them at no-cost. If they accept, chances are they will begin speaking about your business to aid in word-of-mouth marketing. (Hint: This is a great thing to have! Companies such as Lush rely on word-of-mouth only and do not have any traditional marketing. https://www.lushusa.com/stories/article_a-lush-legacy.html)
For a less expensive option, you can also invite the potential client to your home office for some coffee and sandwiches. Dig even deeper and you can create a small lunch menu based on their dietary restrictions. Not only is this respectful, but shows you genuinely care about them. Keep things casual; chat about their families, their own personal goals, and this will also show empathy. Share your own personal goals as well with them. Allow them to know you as a human and business owner second.
Throw a launch party. If you’ve already started your business, throw a party anyways, offering presentations or free products. Create your guest list based on local demographics, your friends, and family. Print out invitations and hand them out at your local library or stores that may have supplies you use.
If you do this, some stores might even opt to endorse you with monetary or material gifts. For example, if you are a photographer and use a specific paper to print on, the paper store may provide you free cardstock if you continue only using them. In return, they may have you take photographs of their store or employees. By inviting these employees to your gathering, you will also have a chance to ask for a testimonial either announced there or online. You are also marketing their company whilst using their products or services.
(Don’t forget the food!)
Conclusion
In order to build a base of clientele, you must be open to different ideas. Begin with an online presence and expand from there. Host gatherings and offer free samples or services in return for a testimonial. Take it slow and focus on quality, not quantity. There are of course ways to pay for marketing, but more genuine ways are less expensive. Be unique and keep in mind that every potential client has their own identity and story. Ensure you are asking prominent questions in order to gather the right information. Keep conversations simple and kind. Be empathetic, be confident, and be conscious of your vision.
Works Cited
Silvia, Cristina. Elan Creative Co. 25 August 2015
https://www.elancreativeco.com/where-to-find-clients-for-your-creative-business/
Berry, Tim. BPlans.
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