Everyone knows that the power of digital marketing can successfully get you clients. The question is: how can you help the company you work for do the same?
Let’s get started on how you can find potential clients, initiate conversation, and identify qualified leads from the comfort of your desk.
How to Reach Your Clients
Once you understand who your clients are, you can save yourself a lot of time by finding potential clients on LinkedIn through searching by job position, marital status (although most only reveal this on Facebook), location, and so on.
Once you find them on LinkedIn,
stalk complete a background check.
- Look over their profile to ensure that they match your target audience
- Visit the company website
If you’re reaching out to consumers, find out:
- What kind of similar products or services they like
- Why they like those products or services
- What times they are online
- Their approximate age
If you’re reaching out to businesses, find out:
- How big their company is
- How long they’ve been in business for
- Their products and services
- If they are people you want to work with
- Affiliated companies that are similar to yours
- The approximate age of the person you’ll initially reach out to
Since it was The Wedding Opera team that asked about this topic, I’ll use examples that apply to them. Let’s pretend your company was looking for wedding vendors in Canada.
Now let’s assume Little Mushroom Catering is who you want to work with. When you visit their page, you can see that there are 4 of their employees on LinkedIn.
Hey look, they just got an award! Keep that fact in mind when you interact with them.
It turns out the owner is on LinkedIn. Her name is Stephanie T. and I know this because I clicked on her profile on the right.
So if you do a little digging you’ll find more about Stephanie here: http://www.littlemushroomcatering.ca/about/stephanie/
Next, try and find the company on Twitter. Their Twitter handle, @cateringfungi, is managed by Stephanie. In fact, Stephanie seems to prefer Steph (which is what is in their Twitter bio), so address her by Steph when you send a message.
STOP! Before you interact your potential client, get to know them. What kind of language do they use? How could you match their tone? The latter half of this article written by LinkedIn expert Leslie Hughes explains what you should pay attention to before contacting your potential clients.
Steph has a mix of personal and professional tweets, so it’s probably okay to address them in a bit more of a colloquial way once a conversation gets going.
However, you should also know when to tweet. Look at the times Steph tweets – usually in the evening after 5pm. This gives you a higher chance of sparking an immediate response.
Where to Start the Conversation
“If you’ve been trying to sell your goods on LinkedIn then it’s probably been tough. Why? Because LinkedIn is not a direct sales type of platform. It’s a place where you find qualified prospects, do you research and leverage information to start sales conversations. The trick is mastering the art of conversation…” – Yuhannes Watts
On the free version of LinkedIn you need to connect with the person first. Yay?
Nay! I don’t know about you, but the moment someone I haven’t met sends me a message on LinkedIn, a little alarm goes off telling me to put my sales guard on. However there are ways around this by doing things like strategically sending LinkedIn messages.
I prefer Twitter because people are much more open to having random discussions with complete strangers.
How to Start Conversation with a Potential Client
Always have a purpose for your conversation.
What do you want to give them? Maybe you want to come by and write a short piece on what you like about their food presentation.
Follow them first and if you’ve done your research correctly, tweet at them with something like, “Hi Steph congrats on the Diamond award! Love your wedding catering photos.” Attach a photo from their website like:
This is actually a photo from Little Mushroom Catering’s website. No wonder they were awarded – even the onion sits perfectly.
Normally I’d find and include a link to an article about the competition, but there are none. This presents us a huge opportunity to change our initial idea from writing a review to writing a short article on what they did to win the award, reactions, and so on. Even better.
Next, wait for a response and give it a day or two. If there’s no response, send them a direct message asking if you could write the article. If there’s still no response, move along to plan B.
Don’t worry, you have a plan B because while you were researching you found out who got the platinum award too. Repeat the process and when you run out of new potential clients, watch this video to find ways to get more LinkedIn results without upgrading to their premium services.
Give, Give, Give
Ask questions and give. How do you think I came up with this blog post?
Our team first watched The Wedding Opera pitch in the top 26 at the Ignite Durham competition so we started following each other on Twitter. I sent a direct message to @weddingopera and asked what they wanted to know more about with respect to digital marketing. Sure enough, they responded with wanting to learn more about reaching out to potential clients.
Instead of answering in a quick 140 character message, I dedicated an entire post that provides a solution.
By giving, you already get. Here’s what we got:
- We proved that when we say we want to help, we really do
- We started a friendship with a local business
- We get to share practical examples with you
Go forth, be bold, and give.
Do you have questions about digital marketing? Ask us @getdtmedia