Business Journals Leadership Trust is an invite-only network of influential business leaders, executives and entrepreneurs in your community. Original article posted here.
Targeting new clients is a priority for any business, and there have never been more ways to do it. From lead-generation services to social media to direct referrals, you have myriad choices — but which ones are right for you?
As successful leaders, the members of Business Journals Leadership Trust are constantly working to grow their customer base. We asked 14 of them to share a unique, modern way to bring in new customers. Try their recommendations to shake up your business development process and attract qualified leads.
- Reach out to manufacturing and production partners.
Our manufacturing and production partners, such as the mills that make our cooling fabric, have become an excellent referral source for us. They know our products and how the technology works, and they talk it up to other customers they work with — that word-of-mouth recommendation carries a lot of weight. – Mary-Cathryn Kolb, brrrº
- Be a friend and advocate.
Offer advice and counsel, expecting nothing in return except a relationship of mutual trust. Trusted advisors with no strings attached are hard to come by and harder to resist. Expect friendships to replace customer leads. – Brent Maugel, Maugel Architects
- Invest in dynamic email marketing.
We’ve found that dynamic email marketing works wonders for generating new leads. Unlike other kinds of marketing channels, this platform allows you to keep in touch with your prospective customers on a more consistent basis. Consistency is key. Through ongoing email campaigns, the timing will eventually be right for prospects. – Scott Scully, Abstrakt Marketing Group
- Purchase sponsorship on a review site.
Investing in sponsorship on a review site can be a highly effective way to attract leads. Top review sites that rank well in Google searches for your industry get loads of relevant traffic. Investing in sponsorship can get your company a more visible placement that dramatically increases new business opportunities. – Scott Baradell, Idea Grove
- Customize your client experience.
Aside from managing our advertising, PR and digital presence, our marketing team enables us to provide our customers with the highest level of service possible by overseeing our client development process. We prioritize identifying the needs of our clients from the second they contact our office so that we can build a customized experience for each client that is tailored to their needs. – Jake Gilbreath, Walters Gilbreath, PLLC
- Look for companies with high employee turnover.
As an outsourced marketing department for our clients, we know that when a company has turnover in its marketing department, there is an opportunity for us to fill the gaps. We keep our eyes and ears open to see when and why a company has openings in its marketing department. Then we simply ask if we can help fill any holes, whether short-term or long-term. – Paul Weber, EAG Advertising & Marketing
- Watch organic followers.
I recommend watching the people who organically decide to follow your company online. People find your company online and follow your brand on Twitter, LinkedIn, Facebook, Instagram, etc. because your company has a voice that resonates with them for some reason. I suggest watching those names and following up with those individuals online. They might be happy you reached out. – Brock Berry, AdCellerant
- Grow positive and detailed online reviews.
Growing positive and detailed online reviews is an inexpensive but high-value path to new leads. Ask your satisfied customers to leave five-star reviews online. These reviews pay dividends in new leads and as validation for those considering you as a vendor. – Jason Dunn, CFA, DACS Asphalt & Concrete
- Provide excellent service.
Engage with your existing clients more effectively, and create brand advocates. Nothing resonates more than people talking positively about your brand. Create leads by providing excellent service and you will receive quality customers sooner than going through any other platform. – Solomon Thimothy, OneIMS
- Add a Facebook retargeting pixel to your website.
One modern way to target new clients and generate leads is to add a Facebook retargeting pixel to your website. Once a prospect leaves your website, you can then target them with advertising by following them around the internet. This will keep you top of mind and keep them moving down your sales funnel. – Zee Ali, Z-Swag
- Book some speaking engagements.
Speaking engagements are an effective way to target potential new customers and to remind existing customers of the great innovation your company produces! Whether they are for local, regional or national groups, such engagements empower you to “give before you take” and to initiate or rekindle authentic relationships with your audience. – Daniel Serfaty, Aptima, Inc.
- Retarget newsletter unsubscribers.
When somebody unsubscribes from your email list, it only means they’ve opted out of receiving email. An opportunity still exists to retarget them on other platforms like Facebook or Instagram. This is a perfect method when you have a new product or service to offer. – Cody McLain, SupportNinja
- Sign up for well-known business directory platforms.
I believe in using the conduits that already exist. We don’t reinvent the wheel. We utilize lead conduits like HomeAdvisor or Angie’s List, which are already spending millions on advertising. It’s easy just to use their platform. – David Wescott, Transblue
- Get involved in a cause or an issue that’s bigger than you.
Volunteer for a nonprofit, help with your kid’s school, get involved at your church — use your skills to make the community better. Do this without the expectation of a reward. All the while, you’ll be showcasing your abilities to a new network of people. This will promote word of mouth, resulting in new business. – Keith Woods, KB Woods Public Relations
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