Whether you have just launched your new business or are well established in the self-employed world, finding new clients is a cornerstone to success.
Of course, if you are in the latter of those two camps you will hopefully find that word-of-mouth and a consistent brand message are already bringing people in, but there may still be more you can do.
In either case, having solid foundations, showing up consistently, and building trust will help you to build – and maintain – a strong client base.
By following practical steps, you can ensure your business stands out from the crowd, build credibility, and start turning contacts into clients.
Prior to approaching any potential clients, you need to ensure your promotional materials and branding are polished and ready to impress.
Creating a clean, easy-to-navigate website that shows off your work is a good first step, while any other platforms you plan to use (depending on your audience) – from LinkedIn to Instagram – should also be up-to-date and instantly recognisable as part of your business.
Building your personal brand is an important element of laying strong foundations. Your brand should be an extension of yourself, helping potential customers to instantly recognise, remember and trust you and your business.
It’s the story you tell, the way you present yourself, and the feeling people get when they come across your work. As such, it should show up in everything you do including your tone of voice, social media, website and emails.
Even something as simple as your headshot, bio, or how you describe what you do can influence how potential clients perceive you.
Before you start pitching yourself far and wide, you will need to get clear on who you're trying to reach. Consider whether you are positioning yourself as a generalist or trying to carve out a niche?
Offering broad services can sometimes water down your message, while developing a niche can help you find a gap in the market.
Developing an accurate picture of your desire audience will mean you are not relying on speculative marketing strategies. Understanding who should be buying your products and services will allow you to refine your product development and to create personalised experiences for potential customers.
Initially, you are likely to find your first clients among people you already know so it is important not to be afraid to put yourself out there - let your network know you’ve started your own venture.
A quick message to former colleagues, school friends, former employers, or anyone you've collaborated can give you the start you need. You can then look to social media networks such as LinkedIn to promote the work you are doing.
Building a network involves creating genuine relationships. This can include networking at industry events or at the Chambers of Commerce, collaborating with complementary businesses, and using consistent follow-ups to turn contacts into long-term partners and clients.
By posting regular content, you can start to nurture your own online following. The trick is to combine a mix of consistent content, genuine engagement, and authenticity. Instead of trying to be on every platform all the time, focus on where your audience is most active.
It is also important to be providing value rather than simply attempting to push sales. Social media can help you reach not only clients who need you right now, but also those who didn’t know they needed you until they saw what you do. This kind of organic interest is often where the most exciting opportunities begin.
Remember, you want to build a community, so be sure to respond to any comments promptly and take time to engage with people on other accounts in your niche or local community.
Finding new clients can sometimes seem like a full-time job in its own right, but it is clearly essential to finding business success.
Here are three final tips to help you reach those people who will soon become your customers:
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