So, how do you find clients?
The first step is identifying the types of businesses that will actually make good clients… getting them to sign up for your services is a whole different blog post (or 10).
When evaluating a business to determine if they’ll make a good client, consider the following factors:
1) Do they have an established and profitable business?
Businesses that aren’t making money won’t have money to invest in marketing – especially marketing that generates returns over time vs. direct response marketing. If they aren’t yet profitable or they aren’t established, chances are they won’t be able to hire you. Even if they can hire you, they will probably be more difficult clients because they will feel like they are spending a lot of money, but they may be one of your smallest clients.
2) Do they invest in marketing?
A company that doesn’t do any marketing will be difficult to sell on social media marketing. Start with companies that spend on marketing already — it is easier to get a budget allocation than it is to create a new budget.
3) Is social media a good choice for them?
I’ve seen marketing agencies turn through clients faster than you can say “good-bye” because they had an excellent sales team, but they were working with a lot of businesses that really shouldn’t have invested in social media. As a result, even though the agency did a great job, they had huge turnover and were constantly selling and onboarding new clients.
4) Are their competitors doing it? And doing it well?
Many businesses can be easily persuaded into running a social media campaign if they see that their competitors are doing it (and doing it well). Look for businesses that are nailing their social media strategy and approach their competitors. For example, one local restaurant hired a social media manager who did an excellent job. Most of the other restaurants in the area didn’t really do much on Facebook. After one restaurant was successful, they all wanted the same success and within 6 months 5 neighboring restaurants had hired professional social media management services.
5) Does word of mouth drive their business?
Social media is like word of mouth on steroids. Most businesses rely on word of mouth to get new customers, and social media marketing is a strong strategy to amplify word-of-mouth. These businesses can be easy to sell on social media because you can easily demonstrate the value.