With business growth comes the need to scale up marketing efforts and client acquisition strategies. Fortunately, you’ve also got a larger budget to work with, which means you’ll have more tools and resources at your disposal. At the enterprise level, you’re surely going to have some repeat clients that you can rely on here and there. However, if you want to keep growing and continue to outpace the competition, you’re going to need to keep finding new clients, too.
The good news is that several tactics have already been proven quite successful for businesses of your size. The exact details of your lead generation and client acquisition strategies might be a bit different than another business, but all of the tactics discussed here could work for any organization. It’s best to revisit and reassess your marketing efforts as your business grows because what worked well previously may not be as effective now.
To help you get started on the expansion of your client list at the enterprise level, here are five tactics to consider.
Cost: Free, unless you pay for events, memberships, etc.
In today’s increasingly competitive economy, it’s important to have a solid network that proves that your business is reputable and worth the business. Both search engines and potential clients will always prefer to work with a company that has a strong network of professional connections. Those connections essentially work to vet your reputation even further, saving you from having to convince people of your worth otherwise.
Connect with industry partners, complementary brands and businesses, and others with whom you can establish some kind of mutually beneficial relationship. And remember, just like with the rest of your marketing, focus on quality connections, not quantity. Google is paying attention (and so are potential clients), and they will know if you’re trying to tip the scales by creating "relationships” where there shouldn’t be any.
Cost: $0-$1,000, depending on what you choose to do
At the enterprise level, you have to be the best of the best if you are going to attract new clients. Part of that includes knowing all about your industry and being able to present that information to people free of charge, just for visiting you or finding your content online. You should have a robust network of content, including blogs, whitepapers, articles, and other materials that help prove your reputation and knowledge within the industry.
You can hire someone to assist with reputation management, which will essentially involve finding ways to boost your professional reputation so that you can see continued business growth. You can also hire someone to create eBooks and blog content for you, as well as other written content. That way, you can focus on your business and get marketing material that you know will hit the mark every time.
The bigger you get, the more you need to focus on personalized marketing efforts. It’s tempting to scale up and do more blanket marketing at this level, but that’s not what will attract consumers today. They want a personal connection, and they want to know that they’re working with a reputable brand. Social media is the place to accomplish both of those things.
You have to do more than just create profiles, though. You have to talk to people, share content, exchange information, build links, and do whatever else you can to get the conversation going and keep people engaged. Think about how you can use each different social media platform to engage with your audience, share what you do, and build your business image in all the right ways. Share memes, have fun, and make sure that your business is getting talked about (in the best ways).
It doesn’t matter how much money you spend on marketing if your SEO isn’t on point. Today, customers are looking for businesses on their phones, tablets, laptops, and other devices. They’re not going to waste time digging around through the search results to explore the companies that didn’t make the cut—research shows that the top 3 search results on Google get 54.4% of all traffic. How do you get there? A solid SEO strategy.
You can hire an individual or team to conduct an SEO audit of your website and your off-page content. They will check things like your sitemap, links and link strategies, technical SEO, keywords, search rankings for different terms or categories, etc. Once the audit is complete, they will review the information and make the necessary changes to your website and other online content so that it’s optimized effectively, giving you a better chance of ranking in the top three of the SERPs (Search Engine Results Pages).
Cost: $250-$5,000, depending on what gets outsourced
Outsourcing isn’t new, but there are services out there that often go overlooked. It’s not about hiring some fly-by-night offshore company at a fraction of the cost. Outsourcing is about utilizing the resources that you are given in an effective way to benefit your business. In this case, you can even outsource to get support for your outreach campaigns and make finding those new clients easier than ever.
When you partner with Smith.ai, you’ll also get a 24/7 answering service to ensure that you don’t miss another lead or opportunity. Plus, we can provide support and assistance for lead intake, appointment scheduling, and even your live website chat. And it all comes with a dedicated strategy and around-the-clock support for all of your needs.
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