How can I make my company better known? Is probably the most pressing question as a business owner.
Whether you’re "an old hand" at business or newly self-employed.
But it’s just as likely that you imagined this very aspect of your entrepreneurship differently.
Because even though you have great coaching, training or consulting that actually improves the lives of your clients – you usually feel like you’re offering it like "sour milk".
And your impression is not deceiving.
The effort to attract new customers has multiplied
Just a few years ago, we (Mike& including myself …), reacted indignantly to the idea of paying for the promotion of free content.
Today it is an integral part of our marketing mix.
In this article, we’ll show you very different ways to attract customers and show them that your offer is the best since sliced bread.
But before that, let’s direct your attention to the crucial question of doing just that very efficiently, because ..
The real question is not so much: how can I make my company better known?
The real question is: What is suitable to make MY company better known??
When you make this shift in thinking, you will notice two things. You:
- recognize things that are much better suited for you and your resources than others.
- See what is NOT suitable for you because you don’t like it or it is beyond your resources.
Therefore, take a look at the strategies on how to make your company more popular. And ask yourself the question: does it fit me, my goals&? to my customers?
This article is long, which is why we a table of contents upstream. You can turn it on and off and jump to a point that interests you most.
#1 Your offer or: What do your customers want to?
If you want customers to be interested in what you have to offer, you need to answer those people’s questions. If you do not, you will lose them.
But many solo entrepreneurs have a service or product. And no idea WHAT problem this thing solves or what goals a buyer wants to achieve with it.
You get stuck describing your offer or their approach. The consequence?
You don’t hit the emotional trigger points of your customers.
This is not easy, we know. Therefore, in the Passion&Profit Report we show you 5 steps by which you can formulate what your customers want to hear.
What is it that customers really want to find through your advice or offer?
#2 Need or: Who are your buyers?
You need to know WHO the people are who buy from you. Or should buy. To do this, look at the individual and have a face to it.
Two tips on how to go about it:
Number 1: Develop a customer avatar
That means a detailed profile of the people who buy from you … or should buy from you. If you already have customers, all the better.
Look for similarities and differences in these people.
Number 2: Conduct interviews with some of these people
If you have no idea who your customers are – throw yourself headlong into research. And as dry as it may sound, it’s actually fun. Read more here: how to get more customers? "
This gives you a picture of the people who need what you have to offer. So you create marketing and sales messages that speak directly TO those customers.
#3 Focus or: Do you want too many?
You can address multiple customer types and target groups. But it’s helpful to focus on the most promising ones.
Depending on who your target customer is, some marketing measures work better than others. And the smaller your business is, the more customers you want to reach with the least possible effort.
#4 What Reaches YOUR Customers?
What you do is determined by your niche and the people in that niche. Why the questions you ask yourself about your target customers are so important.
Crucial at this stage of your self-employment is understanding WHERE to reach your target customers. You don’t have a huge marketing budget.
Get your business out there in the wrong places, nothing happens.
You can also look at it this way: If you go to the North Sea with a bait for freshwater fish, no one will pull your rod for a very long time.
How to convince everyone in 20 seconds (or less)
Learn how to create a brief introduction of your offering that will get you customers virtually anywhere in our free guide.
#5 Your website or: (How) to be found?
The chance of attracting customers with your website is high. Because today’s customers are web nerds … Every problem, every request, every product we see is Googled. And with address of the supplier sent directly to our cell phone.
Actually a good thing, right?
Reach your customers on different marketing channels
Because these are ready to buy. But there’s a good chance YOU won’t be able to find. Each of our coaching participants received more customer inquiries after our optimization suggestions.
In some cases by several hundred percent more.
Many had already invested in search engine optimization. But hardly anyone got more orders through the website afterwards.
Because if it is not clear what customers are looking for, you cannot optimize a website.
It’s kind of like having a phone line – your website. But fail to get listed in the phone book.
#6 How to start successful customer meetings
We see this mistake all the time: the focus of a conversation with a new customer is their solution and how to get there.
But it does not work.
Not on your website – and not in direct customer contact. Because potential clients want to know if you understand them first. Whether you actually take their needs, fears, concerns seriously.
And be able to help them to eliminate them.
On your website, the 4 P formula for marketing helps you to do this. When it comes to sales calls, a clean set-up ensures success, which we describe in this podcast.
And for sure, suitable marketing messages make sure that your customers see "this is the right place for me".
#7 What to do if you don’t like marketing?
If you’re like most solo entrepreneurs, you love what you do – marketing& However, sales are not part of it. You want to support and help your customers.
But the problem is: customers can’t come if they don’t know you exist.
What you can do?
Read through our three tips on the subject. Or check out our Facebook Live episode about it.
#8 Goals or: Your compass to a "real" company
Do you want a spacious office and employees? What kind of sales do you envision? What should your working day look like?
Very few self-employed people think about what they want their business to look like when it’s done. Yes, you read correctly. Ready. The answer to this question has a decisive influence on the direction you take.
Because your business goals determine your choice of strategies.
Or at least they should ..
Imagine you want to plant a garden.
If you do not know what it should look like, you will get a confused mess.
There may be a garden gnome standing in the middle of an Asian-inspired oasis at some point ..
This is why you take an hour of undisturbed time. Take a pad and a pen and write it down. This is how you make the right decisions as a business owner.
#9 Finding customers who will also pay a little more
This is the easiest way to let your passion be followed by the profit you need: Reach out to affluent clients. And the list of ways to do that is long.
If you think that money is tight or just your target customers do not invest, go on a Saturday to one of our metropolises in the malls.
Better yet, read the report on the past holiday shopping season.
There is money. And there are enough people spending money. If you fear a shortage, maybe it’s time to get to the bottom of your own money beliefs.
And it will especially help you if you have – perceived or actual – luxury offerings and are looking for appropriate clients for them.
If you think money is tight, go to a luxury mall.
#10 Your offer or: why customers should buy from you?
And that’s in two sentences. Try it. I’ll wait here … If it doesn’t work out right away: you are in good company.
It takes some time to be able to say the benefits of your offer in a concise sentence. And convince customers. But you should be able to. YOU look professional. YOUR offer looks more convincing.
Customers understand why they should listen.
You are unsure whether your formulation attracts customers? Request the free Passion&Profit guide. Effectiveness quick test included ..
#11 Make casual contacts or: Entrepreneurs’ regulars’ tables
One of the most informal ways to meet potential customers is through entrepreneurial get-togethers. Here is an example from the Frankfurt Chamber of Commerce. But there are many more opportunities.
Enter the terms "entrepreneurs regulars’ table" or "entrepreneurs’ regulars’ table" into your search engine.
You make contacts in a relaxed atmosphere and don’t have to sell. And neither should you.
But regulars’ tables are not only suitable for initiating customer contacts: you learn how to market yourself.
#12 Lucrative orders or: seminars for acquisition
This tactic is not cheap. But for me, it has more than paid off, especially after I started my business: attending open trainings or seminars that potential clients attend.
Again, it’s important not to sell – or at most "en passant".
It is about the contact initiation with possible clients.
This may take a while. But if you sell high-priced services that require explanation, this acquisition strategy really pays off.
#13 Your best salesperson or: your website
You need a website. But it doesn’t have to be elaborate, nor ultra-expensive. But you can’t do without a website today if you want to boost your business.
Your website needs to answer your customers’ crucial questions at lightning speed.
How must be a website that attracts customers?
It is found by potential customers.
And it answers the most important questions of these people quickly and crystal clear.
The appearance of your website is not unimportant.
However, it is not the first priority. What matters is WHAT is on your website. More here:
#14 More clients or: From 1:1 to 1: many
If you have worked 1:1 as a coach, trainer or consultant until now, you can serve more potential clients at the same time. And thereby on the one hand increase your turnover.
On the other hand, of course, increase your business reach.
- Offer a "group coaching" session, with a limited number of participants.
- Giving presentations, as many of our clients do.
- Hold workshops with suitable network partners.
Think about early preparation, otherwise you might be sitting in front of empty chairs. Here more: Exposition or: How can I fill my workshop "
#15 Customers at any time or: My newsletter
When we started our newsletter almost 10 years ago "just because." we had no idea that he would become our most successful sales representative. Because it always brings us new customers.
The principle is very simple.
You deliver high quality information – from the customer’s point of view. In doing so, you demonstrate reliability, professionalism and a touch of humor … All criteria that convince customers over time. And you’ll reach not just one potential customer, but many.
If you only want to implement one strategy from this article – take this one.
Yes, you will have to do some work at first. But it is one of the few strategies that works reliably.
#16 Thinking ahead or: What guarantees growth
If you want a business to succeed, you need to think further ahead than next month. You probably know that.
But what do you do to implement this knowledge?
You need to think in terms of multiple timelines. Thinking about the things you need in your company tomorrow, the day after tomorrow, and a year from now. You need to plan and multi-track.
You need business multitasking.
Most self-employed people only think until the next invoice – which is due or comes in. But you need ideas on how to attract customers tomorrow.
You need long-term strategies that can’t be simply copied. Because it is copied so brazenly that you will not be able to see or hear ..
How to convince anyone in 20 seconds (or less)
Learn how to create a brief introduction of your offer in our free guide, which will allow you to attract customers virtually anywhere.
#17 More sales or: Employees& Outsourcing
If I could start all over again with our company, this is one thing I would be much more likely to do immediately. The talk is about getting help.
Because if you want more, sooner or later you’ll reach the point of not being able to do it alone. You need help. Maybe you don’t have that much work for a permanent employee yet.
But give work too late, you are exhausted and frustrated.
And no longer have the strength to make the necessary organizational arrangements for external help to make a difference.
But before you do that, start with the three lists to freedom.
So outsourcing doesn’t make more work, it saves time – and makes for more sales.
#18 Flyer& Brochures or: black on white ..
Depending on the nature of your business, a flyer or brochure can go a long way. For example, because you can take it to your events and display it.
Make sure the content is aligned with your target customers. And on the fact that nothing is missing.
#19 Testimonials or: Take the fear out of customers
Your customers are afraid. You have had bad experiences with suppliers who promised everything.
And nothing kept. You may know the problem from your own (bad) experience.
Show customers that their concern or fear is unfounded.
What you can do?
Show customers that YOU are different.
That YOU are reliable.
And your offer keeps what you promise.
Testimonials or customer testimonials are one way.
Good references not only bring you more customers. You bring the right customers.
Customers you are at your best with.
And who find your prices favorable.
But before you ask for a referral, read this article:
#20 Productivity or: Work better, not more
Initially, you spend a lot of time settling into the role as an independent. And that’s a good thing. You want more, but you need to change your approach to time.
You must become more efficient.
You must mercilessly focus on the important things. If you don’t want to end up overworked, without fun and full of worries, you need to take the step from employee time feeling to entrepreneur time feeling.
#21 More sales and fun or: Ade bad customers
It was many years ago. Mike had just come on board and received an email from a customer. She could not open a document. Mike rebroadcast it.
She couldn’t open it again.
Mike sent a CD. She could not open again. Mike asked you to open the CD on another computer. She called and insulted him as "incompetent".
What is the point?
There are customers you can’t please.
No matter what you do. And no matter how much you do. If you understand this, you can say NO in the right place. Which is a crucial quality to keep your company fun tomorrow.
You can learn how to deal with difficult customers – or rather non-customers.
#22 Guarantees or: The safety net for clients
Your customers are burnt children. You have had the experience that providers do not deliver what they promise.
And that is why you should help your customers to trust your offer.
A guarantee signals: I believe in my offer. Especially for services, it can be an important step to convince more customers of your offer.
Assuming you have a good offer.
#23 Prices or: Time for more?
Determining the right prices is a science in itself. Why there is no one-size-fits-all advice. As a rule of thumb:
If you haven’t raised your prices for a few years, it’s time to do so.
But do not do this silently.
#24 Self-confidence or: Show the expert
The more customer contact you have, the more resilience you need. My grandma called it a "thick skin". But the point is: Not only customer acquisition – also dealing with customers can be exhausting. Very exhausting even.
Therefore: Take care of yourself.
Charge your batteries. Find something you enjoy doing and do it regularly. Best on a daily basis.
Self confidence is important. Because if you don’t believe in your offer – how can your customer??
#25 Selling services or: meaningful packages
Offer larger units. It can be a certain number of coaching hours. This can be a pilot project over a certain period of time or a clearly outlined (partial) service.
For example, Mike knows it takes him 3 to 10 hours to show someone how to set up a newsletter. It depends on prior experience.
In his tech coaching, he offers time packages. Which one is the right one, shows the preliminary talk. Add to that recording and a checklist that makes coaching even more attractive.
And that’s what it’s all about: For your customers to tailor the offer to their needs.
#26 Persuade or: know objections
In every industry there are typical questions, worries or fears before an order is placed. And it’s YOUR job to answer them. If a customer doesn’t want to pay your price, it’s because they don’t see the value in return.
Not because he is stingy or stupid.
But because he or she does not see it in your documents or your statements. The more precisely you know what keeps your customers from placing the order – the better you can respond.
#27 Your story or: The strongest WEIL
Customers don’t choose vendors just for the service or progress they can make. But also because of the special ego factor. And the best way to convey this is to tell why you do what you do.
Another advantage: You can distinguish yourself from competitors by the way.
#28 More&better or: Organize requests
Once you’ve gained traction, more and more customer inquiries start pelting in. What is a good thing.
But not all of these customer inquiries are serious.
It costs you a lot of time.
Time is your most important ally, do you want to attract more customers.
And if you’re doing organizational activities in your prime working hours, that’s bad.
This is why you organize your customer inquiries tightly.
This is another way to make your company better known, because you work with customers who "drive" your reputation.
#29 Article marketing or: the foot in the customer door
You don’t have to start a weblog or write blog articles regularly to take advantage of this marketing tool. Write five to 15 good articles instead.
The benefit: You can use these articles in a variety of ways to attract more customers to you.
#30 Sales funnel or: planning from 1. Contact on
Only with a clear strategy on how to turn readers into prospects and then customers … and then turn them back into customers … do you have a real deal.
Talk about a planned way to systematically make offers to customers. Namely, offers that are bought because they meet the need at hand.
A sales funnel or sales funnel is one such strategy.
And yes, it is also suitable for solo entrepreneurs.
#31 BNI or: The special kind of referral marketing
Since we haven’t used the BNI yet, I’ll defer to someone who describes his experience very well in an article.
A hint beforehand: The time and financial investment should be well considered.
"BNI is a global entrepreneurial network for business referrals. There are several chapters, each of which only accepts one member of a professional division … so z.B. only one lawyer, one architect and one photographer per chapter.
There are certain rules, a management team, several posts with certain tasks, etc. But I won’t go into that in detail here, because this article is mainly about my very personal experiences.
Each chapter meets once a week at 07:00 for breakfast together.
So early because all members are entrepreneurs and after breakfast, usually at 08:30, the normal workday starts.
The more people know about you, the easier it is to get referrals.
#32 Blogparades, guest articles or: Who does it reach??
As a solo entrepreneur, you don’t have time to invest in things that won’t reliably bring you more customers.
You should always think about this BEFORE you invest in something.
Because your time is also an investment.
Therefore, only participate in blog parades if you know THAT it will bring you subscribers.
Only post a guest article if you know your target customers are there.
#33 Reviews or: The sophisticated way ..
This can be on Amazon, but it can be in other places as well. However, a book review that catches the eye of potential customers should be really special and artful.
Because this is where "first impressions" count. As goes the rating, so goes the rater ..
#34 Facebook or: does it make sense?
The question of whether or not Facebook brings customers has long divided the marketing world.
The answer is very simple: if you reach your customers through Facebook (and deal with some of the peculiar "page effects" of Facebook), everything is fine.
Again, with this point, you will gain customers with Facebook only if you invest in a targeted, planned and regular way.
#35 Hidden Persuasion: The misconceptions about selling
Many misconceptions exist about selling. And the Internet makes it very easy for one misconception after another to spread like mad ..
One of the most damaging misconceptions is that the most powerful persuasion is in the offer itself.
It must not be bad, of course. But the final deciding factor for a customer is something else. Because nowadays customers cannot objectively judge whether they are dealing with a good offer or not.
Instead, they ask themselves very specific questions about a provider. Answer them, and you’ll be within reach of your mission. What customers need to decide this podcast tells you.
If you are asking yourself: how can I make my company more known?, there are endless opportunities available to you. Too many, actually.
Crucial to your success is not to get hung up on strategies that do nothing for your business. Therefore, listen to your secret weapon in all tips: your common sense.
Start with the basics, be patient – and have fun with what you’re doing!
And what could you do now? Read our solo entrepreneur plan ..