On this week’s Dear Katie, I was asked a fun question: What’s a fast-action marketing strategy I can deploy today to see results? Are there any?
And I thought a lot about this question because I want reinspire your marketing efforts. Most people would say direct outreach:
Yes, all of these methods work well, but there’s something you should do first to see fast results: get curious and talk to your ideal clients.
Why?
Your ideal client matters.
Getting curious and talking to your ideal client allows you to speak their language:
Connecting to your ideal client is only possible when you speak their language. You want to get and hold the person’s attention, right?
Being curious and talking to these clients allows your firm to position itself to solve their problems and help them achieve their goals.
Your offerings will hit on this type of client’s needs and help you solve their pain points by simply getting to know the clients you prefer.
Curiosity starts these deeper connections and discussions.
But here’s the problem.
Most people don’t stay curious.
Many firms and businesses overlook my strategy for one simple reason:
They don’t stay curious because they assume they know everything already, especially after working with clients for a few years.
When you work with the same clients, it’s easy to get caught up in an echo chamber.
But people (and their behaviors, preferences, etc.) change.
I want you to take a moment and ask yourself: When was the last time you actually did market research with people who aren’t your clients?
Continual market research is crucial.
Because when things change (and they will), you won’t be positioned the correct way, and you won’t send the right message.
No matter how great your marketing strategies are, you’ll struggle to convert leads because you don’t know them.
True story: Last week, I spoke to three marketing directors at accounting firms, and I discovered a new problem we need to solve here at Leaders Online to enhance our service offering.
So what’s my approach to conducting market research?
It’s simple:
I share that I’m looking to connect with others in the space with similar goals to strategize on how to overcome challenges and take advantage of opportunities.
When we have conversations, I’m an open book. I don’t hold back, and as a result, they don’t either.
It’s important to note that these calls are not meant to close more leads.
(I don’t try to bait and switch anyone, ever.)
But you never know where the conversation will go. They can easily turn into a business opportunity (one of my three calls did).
Even if one of these calls doesn’t become an opportunity, I promise your business will grow because of them.
The more you know about your ideal clients, the easier it will be to send the right message through your marketing materials. That will make it easier to attract and convert them.
And, that’s a wrap on this Dear Katie question.
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Now I want to hear from you. Do you have a question?
Until next time, cheers to your success!
Katie
Start by getting curious and talking to your ideal clients. This helps you understand their needs and tailor your messaging accordingly.
Talking to your ideal clients allows you to speak their language and address their specific pain points, making your marketing efforts more effective.
Regularly engage in market research, especially with people who aren’t your current clients, to stay updated on changing behaviors and preferences.
Challenge that assumption by reaching out for feedback. People and their needs evolve, so continual curiosity is essential.
Open and honest conversations can uncover new challenges and opportunities, potentially leading to new business relationships or insights.
The goal is to gather insights that will enhance your marketing strategy and better align your services with client needs.