No Audience Use These 3 Marketing Wins

A colleague recently sent a question to Dear Katie: “Everyone I talk to says marketing takes a long time. Do you have any quick win-type strategies for someone who doesn’t have an audience and needs to generate business fast?”

And it’s true. It can take 3 – 6+ months for digital marketing to start working.

You likely won’t see the results you want until months 9 or 12, depending on your niche. But that doesn’t mean that quick marketing wins don’t exist. Before we dive in, it’s important to realize:

👉 I do think long-term is the best way to grow your firm

👉 I recommend positioning yourself as a thought leader in your niche 

Think about it – where are your clients hanging out and consuming information? They’re on social media, they’re listening to podcasts, they’re in Slack channels, etc. 

And if you begin showing up in all of these places, delivering value and building trust, you’ll start forming relationships with these clients.

96% of prospects will do their own research, and if you show up on the radar time and time again, they’ll begin trusting you. Selling your services is much easier if the person trusts you.

If you don’t have an audience already, you’ll want to:

  • Focus on creating a long-term marketing plan
  • Use some of the quick marketing wins below to move toward your goals in the mean time

Strategy 1: Leverage Someone Else’s Audience

You might not have an audience, but someone else that you know likely does. Collaborating with others – even influencers in the industry – is a marketing win that is easy to achieve. You need to do a few things:

  1. Find the people who your ideal clients are following
  2. Figure out how to add value to this person’s audience
  3. Begin delivering this value

How?

You’ll need to face your rejection fears and really put your “all” into reaching out to the people you want to collaborate with. Pitch them to host a webinar or have you on the podcast as a guest.

Never, ever go into this process with the idea of selling something to the audience.

Instead, you want to go in with the intent of delivering immense value. You can also use influencer marketing to achieve these results. We had one client do this in the health and wellness space, and it was a HUGE win. They saw results fast.

With influencer marketing, you are paying to get access to an influencer and their audience that they’ve built trust with.

Strategy 2: Start Cold Emailing

Cold emailing is dead. I always hear people saying this, but I can promise you it’s not

Don’t believe me? Story time.

Michael Ly, owner of Reconciled, grew his firm by nearly 300% in three years just by sending out cold emails. His 3-year growth rate of 282% landed him at the 1,983 spot on the 2023 Inc. 5000 list.

Michael’s achievement is proof enough that cold email does, in fact, still work.

But to get the results you want, you need:

  • Volume
  • Excellent writing skills
  • A system on the backend to manage things

I won’t get into all of the details about cold emailing here, but I will give you one important piece of advice: Never use your personal domain to send cold emails. The last thing you want is to risk having your domain blacklisted.

Strategy 3: Find Niche Trade Shows

Niche trade shows can be a quick win if you can find one that’s happening soon. See what trade shows are coming up in your area – or wherever if you don’t mind traveling – and make it a point to attend.

Don’t want to have your own booth? You don’t have to. Just walk around and connect with people. When they inevitably ask you what you do, you’re in the perfect position to tell them how you can help.

If you want to make the most of the opportunity, I highly recommend you check out my 3-Step Guide to Crush Your Next In-Person Networking Event. I explain what to do before, during and after the event to maximize the benefits.

We recently had two clients follow this guide – one in the mental health space and another who works with attorneys. Not only did they both walk away with new prospects, but they also secured collaborations and speaking opportunities that will attract new business AND build their thought leadership. 

And, that’s a wrap on this Dear Katie question.

__

Now I want to hear from you. Do you have a question? 

Submit it here

Until next time, cheers to your success!

Katie

LeadersOnline NoMotto

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