The most efficient marketing plan you can develop is one that focuses on the clients you already have.
“There are so many ways you can get more business from [existing] clients,” says Sylvia Garibaldi, a business-building coach with SG and Associates in Toronto. “You just have to make sure that you’re very strategic and that you’re communicating to them in a meaningful way.”
These tips can help you create a focused and effective marketing plan:
> Know your market
Identify the group of clients you serve best.
Before doing any marketing activities, Garibaldi says, you need to know your ideal target market. Once you’ve identified that group, you can plan a marketing campaign that addresses that market exclusively.
A target market can be defined by any combination of factors, such as asset levels, occupation, age or other characteristics.
> “Clone” your top clients
Strive to find more clients who are similar to those existing clients you most enjoy working with.
To find out more about your top clients, Garibaldi says, conduct a survey. Ask about your clients’ interests, hobbies, charitable work and any association memberships.
That information can help you to create a targeted marketing plan that outlines the associations or charities you should consider joining, or the clients who might give you a warm introduction to a referral.
> Set up a system
Create a business process that keeps you in contact with your clients to help you gain more referrals.
A systematic approach to meeting clients regularly throughout the year, Garibaldi says, gives you more opportunities to strengthen your relationships with those clients. That, in turn, increases the likelihood of your gaining new business from those clients and through referrals.
For example, create a system to help ensure you are requesting meetings with clients regularly, and have annual portfolio reviews scheduled throughout the year.
> Promote your services
Make sure your clients are aware of all the services you provide.
Send out communications explaining to your clients how you can help them, Garibaldi says. For example, send clients a newsletter outlining your expertise in insurance as well as investments. Then follow up with a phone call to ask whether insurance is something your client might need.
> Take the next step
Be sure to follow through on all leads and communications with your clients.
If a client mentions an association or an individual you should be aware of, Garibaldi says, take the next step: find out how to contact those prospects.
For example, you might ask the client whether it would be best to contribute an article to the association newsletter or to arrange a meeting with an individual.