When it comes to marketing there is one question that gets asked a lot: ‘how can I get new customers and clients on a small marketing budget?’
There are two responses I have to this question:
- Surely if you make a good profit on getting a new customer (especially if you add in their full lifetime value) then as long as you’re paying less to acquire them then you get from them its a good deal?
- If you start off with a less than abundant mindset then you typically attract penny-pinching customers who are difficult to work with rather than other abundant minded people who are motivated and resourceful
That being said it is useful to look at how you can do things cost effectively so here are 7 simple tactics to get new customers (for cheap.)
1.Don’t neglect your existing client base!
It a typical business owner attitude to get excited about fresh leads and new blood while overlooking their existing client base. The great thing about selling more to your existing customers or re-selling old customers is that they already know you, like you and trust you (hopefully) so you can bypass the longest part of the sales cycle by simply offering them more of what you know they want.
2. Develop robust referral systems
In a similar vein, you can often get fresh leads from your existing customers by developing good referral systems. Check out THIS ARTICLE to develop yours.
3. Word of mouth is invaluable
Don’t neglect the awesome power of simple word of mouth. When someone hears your praises being sung, either in real life or on social media it acts as a very powerful persuader.
How can you ensure good word of mouth? Simply by being remarkable. Remark-able… provide your services in such a way that people can talk about it… it translates into interesting gossip and conversation. If someone is making small talk in the Salon or the Pub why would they mention your business? Have you given them any reason to?
One dentist started baking cakes for his clients… he got word of mouth… people simply loved telling others that their dentist baked for them. Cost = minimal. New influx of hot prospects= invaluable.
4. Optimise your existing marketing
Yes, before you look to create new marketing campaigns don’t neglect what you’re already doing or have done that’s worked. Have you tested all the variables of it? Have you got it as impactful and effective as possible?
Break down your current campaigns into a series of stepping stones and put the numbers down for how effective each step is. Here’s an example from a Success Mastermind workbook:
The aim is to brainstorm as many different ways as you can to increase the number of conversions at each step. A small increase across 5 or 6 different milestones can cause a large cumulative effect.
5. Always offer an opt-in
It’s amazing how often business owners don’t give people a next step. They write a blog post or do a video or hand over a business card and there’s no offer to follow up. Whenever you get someone’s attention give them a compelling reason to give you their details.
6. Follow up every enquiry!
Following on from the above, make sure that you follow up with every enquiry and that you continue to communicate and add value to your contacts. Do you have a regular newsletter? Do you have multiple streams of communication- video, written, audio? Do you welcome every new lead and introduce them to your best work and case studies and offer them a free consultation?
7. Repurpose your content and products to drive fresh interest
Before you look to creating fresh new resources ask yourself whether you can repurpose existing content. The more content you put out the more chance there is of someone becoming aware of you. Can you transform a video into an article or a podcast? Can you split up an old product into bite-sized content? Can you turn a free resource into a product or a product into a flash-sale?
Make the most of what you have. Every piece of content you create has at least 3 uses.