When I started out working for myself, the first challenge was 'how do I get new clients?’. Who needs a PA/Administrator/Secretary? Aside from working out what equipment I would need and researching how to register as self-employed, the most important thing would be securing my first client. I did lots of online research and looked at what other professionals or freelancers were doing. I tried many marketing strategies and found that some have worked better than others and more importantly, what worked for many people did not always work for me.
Networking
Whatever your business and whatever you are selling you are always advised to attend networking events. The idea is that you will meet others with whom you can build a relationship, and they may even need your services or know somebody that does. According to may people that I have met and spoken to, networking is how you will secure most of your clients. I have attended a good few network events in my area and in London, but I have never secured one client doing this. I have, however, meet some great people and exchanged some great ideas and tips.
Website
I think anyone would agree that in the digital age in which we live we need an online presence if we are to successfully run a small business. I know there are people that have no website and source their clients mainly from word of mouth. I have had some enquiries from people who have come across my website, however, not all of my clients have visited my website before making contact with me.
Social Media
I was a complete social media dinosaur up until around two years ago when I was advised that this was the way forward with a small business - you have to have an online presence (aside from a website). I have secured two clients from social media, so it has been helpful, but I do I also find it a useful learning tool.
Postal Marketing
When I first started out I posted business cards through letterboxes and in work spaces. I have never secured any clients from giving out any of my business cards, however, they are a good idea to carry around with you and hand out when you meet someone who you feel may benefit from your services.
Email Marketing
We have to be careful you do not harass people using email marketing, especially after the new Data Protection Law came into force in May last year. Sometimes my emails have hit the right inbox and I have secured a few clients in this way. This has so far been the most successful marketing strategy that I have used so far.
Word of Mouth
I have some referrals from some clients for colleagues who need administrative support. When someone hears from a colleague that they have used a service successfully they are more likely to use that service too. My clients are giving an informal reference with they recommend me and this is always works well.
Target Markets are Important
I struggled with a target market at first. After all, anyone could benefit from administrative support or help with managing their personal lives - who do I target with my marketing campaign? But after a while it struck me that with my interest in mental health and the fact that I was studying a Psychology degree it made sense to target psychologists and psychiatrists. This has worked extremely well and they make up the majority of my clients.
In Summary
There are lots of ways to market your business and I have found that what has worked for some people has not worked for me. It depends on what you are selling and who you are trying to target. Find what works for you and finally, do not waste time on strategies that are not working.