The times, they are a changin’. So how is your business keeping up digitally when you’re trying to get clients? Is social media a serious doorway to clients? It certainly can be. But of course, it’s not that simple. What is simple, is that social media is certainly not a marketing channel you would want to ignore as a way of getting clients. It has the possibility of being so much more than a platform for your company to share content.
You’re certainly aware cold calls/emails often don’t come with overwhelming success and the same can be said of social outreach. When it comes to getting clients, think of social as an introduction at a party. It’s a great way to get to know people, get a sense of their personality, and maybe have a nice chat. This can certainly open doors to friendships, relationships, and in our specific case, clients.
When considering whether or not to begin looking for clients through social media, there are certainly considerations. For example, what market you’re in, what your competitors are doing, who your target clientele is (and where they’re putting their digital efforts), how many clients you’re looking to bring on, and more. Depending on the size of the company, it’s not always likely that the CEO is running social or that the person with the purse is on the other end of the line. However, most companies social teams will filter possible leads to the proper people. Many companies will hire agencies to run their social media, and part of that can be outreach, so you may not get an immediate client, but your name, message, and business will almost always be passed along.
In this game of exposure and brand awareness, maybe you’re not on social media for a hard sale to get clients. (You certainly could, and many have successfully.) But with much less fear of failure and waste of resources, you could start with soft sales. An example: showcasing successful work/campaigns with clients, collaborations and more depending on your industry.
If you’re just getting started, or just considering doing this, start using social media to first find potential clients. Browse industry events in your market and see who’s talking about it, attending, or who has attended in the past to compile a list to reach out to. Join specific industry groups on LinkedIn and look for potential clients. Browse hashtags. Search subthreads. The list goes on and on! The people you find can then be courted in order to convert them into eventual clients. You can use these social efforts to develop a target persona to which you can better tailor your future social efforts.
The long and short of it is: yes. It is possible to get clients through social media but it’s not guaranteed. The only way to build clients is by building brand awareness and that is where social media comes in, and arguably reigns supreme. Social channels increase your chances of getting clients by increasing the number of people who learn about your business, product, or service. When done right, social media can turn these now aware audience members into clients but be careful as social can also be the cause of losing potential clients if done poorly.
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