Marketing and outreach are two efforts that require a lot of focus. In today’s business world, being able to successfully find new clients is all about knowing how to reach them based on the type and size of business that you have. If you’re in the mid-market category, you’re likely feeling like you’re too big for “small business” marketing efforts and still a bit small for “enterprise” marketing—what’s a mid-market business to do?
Simple. There are just as many marketing efforts and initiatives that you can embrace as a mid-market business as there are for small and large businesses. Plus, when you do it right, you can create a steady stream of new leads and clients so that you can get back to business and trust that the people will keep coming in. Part of developing an effective marketing strategy is choosing the best tactics to include.
If you’re on your way to the big time, but you’ve outgrown the small business marketing strategies that you’ve known and loved for years, it’s time to make a change. Here are five tactics to consider when you want to increase your outreach and client acquisition.
Cost: Free, unless you pay membership fees, attend events, etc.
Professional networking is everything. In the business world, who you know goes a long way toward helping create your reputation. Therefore, if you want to build your new client intake, you need to make sure that you have the strongest reputation possible. Connect with related industry businesses. Partner with companies that make sense. Make sure that your professional image is impeccable online.
This may require the assistance of someone to review your reputation, in which case you’ll spend probably $500 to $5,000 on reputation management services to help build your professional network. Make sure that you also consider industry associations and other groups that you can join, local networking events, and more.
You can’t do business today without being on social media. And it’s about more than just having a profile and a presence. You also need to engage with your audience. Share content. Start discussions. You can even share memes and TikTok videos for entertainment’s sake and to get people’s attention. As long as you’re positively engaging on social media, you’ll be on the right track.
People want to connect with businesses on a more personal level. That’s why your social media profiles need to be on point and in full use. You can no longer just create profiles and call it a day. Note how some of the biggest brands are winning social media (we’re looking at you, Wendy’s) and try to emulate their efforts to build your own reputation and social network.
Cost: $250-$5,000, depending on what needs to be done
Optimization is a critical step in your success today. More than half of all clicks go to the first few search results on the page, so if you’re not getting ranked, you’re not getting the business. SEO requires experience and knowledge. You have to know how to best reach out to your clients and what SEO efforts you need to employ to grow your business. You need to consider local SEO, too, if your mid-market business is a local or location-based operation.
Hire someone to optimize your SEO. It will be worth every penny. In addition to improving your reputation and ranking, they will explain the various aspects of optimization to you so that you can continue the efforts on your own. They will conduct keyword research, focus on delivering a better user experience, and make sure that everything is optimized for the SERPs (Search Engine Results Pages) so that your business ranks well.
Cost: Free, unless you offer incentives
Word-of-mouth marketing is still one of the most effective ways to get business. Despite all the fancy tools and tactics that are available in the digital marketing space, nothing hits the mark quite like someone giving a good word or leaving a positive review of your business. Make sure that you take advantage of this and promote reviews and recommendations among your client base. You can even create a referral program that is designed to reward both parties when a new client comes from a current one.
Testimonials on your website are great. However, you’ll also want reviews on third-party sites, your social media pages, etc. These will help build credibility, especially those found on sites like Google and Yelp!. Ask people to leave reviews or refer your business to their friends and family. And if there is any negative feedback or a negative review, address it right away. The attention you give the review is more important than the negative nature of things—it shows you care.
Outsourcing is so much more valuable than companies realize. Even today, when there are more tools and resources than ever before, companies can benefit from hiring someone else to handle certain things. This is why outsourcing has become so popular and why it’s the final tip on our list. You can do a lot more with less effort if you partner with someone who can help.
For one example, you can partner with the dedicated virtual receptionists at Smith.ai to get support for your outreach campaigns. Not just that, though—we can also act as your 24/7 answering service so that you never miss another opportunity. Plus, we can offer support for appointment scheduling, lead intake, and even live website chat. Whatever you need, we’ve got you covered.
And it all comes with a custom strategy to ensure that we manage every last detail and give your mid-market business the best chances of success. If you need support for communications and admin, we’re your solution. To learn more, schedule a consultation or reach out to email@example.com