In this blog, I again want to talk directly to practitioners – to those of you who are using your gifts your abilities to support others.
In my blog on Dec 2nd, I talked about your Why – your reason for doing whatever it is that you’re doing. That’s fundamental to your business regardless of whether you’re a practitioner, a hair stylist, or a convenience store owner. Then I went on to talking about your perfect customer. You need to target your marketing, and if you don’t know who your perfect client is, you’ll end up trying to market to everyone, and that’s a recipe for failure.
Today, I’d like to talk about standing out – standing out in your marketing so that new clients can find you. This is different from standing out in your client sessions. We’ll talk about that later, but first we need to help potential clients to find you.
With the decline of the yellow pages, and an exponential growth in digital communications, 89% of all purchasing decisions are now made from Internet searches, and of those, over half are from mobile devices. This means that if you don’t have a good web presence, only 11% of your potential new clients can find you, and if you do have a website, but it’s not mobile optimized, you’re missing over half of your potential new clients. You don’t need an elaborate website, but there are a few basics that are essential. You need to communicate who you are, what you offer, and the benefits of working with you. This is why you need to know who your ideal client is, and you will write your content as if you are speaking directly to that person. Including your ‘Why’ can help build a relationship with you. You need to include a contact page so they can find you. You could include a web based map on your contact page to make it even easier to find you. You will want to consider adding on a page of your services and prices, remembering to focus on the benefits of each service. Providing a link to book an intro session for new clients, and a full session for returning clients makes it easy for clients to work with you. (If you need help with this, send me an email, and I can put you in contact with a web designer that I trust.)
Social media can be a tremendous boost in helping you find new clients. Social media does take some work, and there are pitfalls to it. It is very easy to go onto a social media platform, and get so engaged that you’re there for hours. The trick is to get in, do what you need to do, and get out. You likely don’t have a large reach, and so asking your current clients to share your posts can dramatically increase the number of people who read your content.
Trade shows are one of our favourite ways to reach new clients. Our business is focused on working with practitioners, providing the right training so that they can blend Sound Wellness with their own gifts, raising the value of their client sessions. We have a second audience though. We have many people who come to our programs for their own self care, and while we don’t do a lot to attract them to our programs, we do exhibit at trade shows to get us in front of them. Often, we’ll also speak at the event which is a great way to get people to come over to our booth. When doing a trade show, the most important thing to consider is the audience that attends the show. This is available from the show promoters, and it needs to overlap your ideal client. If your ideal client is a mature woman with arthritis and the accompanying joint pain, you don’t want to exhibit at a show that targets travel and activities for families with young children.
Keep your message Consistent
Regardless of the methods that you decide to use to attract your new clients, be certain that your message is consistent, and that your message is focused on your ideal client so that when they look at your material, they know that you are talking directly to them.
In my next blog, I’ll look at ways of standing out in your client sessions. I have mentioned this before, but it is worth repeating. Your clients are quite happy to pay you based on their perceived value – their opinion of the value they received from working with you. By raising the value of your services, you are able to generate greater income, while providing a superior session.
If you agree, then I encourage you to join me for my (free) webinar “The Business of Business” on Saturday at 2:00 pm MST. There is still time (but not much) to register. The program was created to help you become more successful. To highlight aspects of your business that often don’t get the attention that they need. I hope to see you there.