January 13, 2021

How to Build Your Client Base Back Up After a Tough Year

by Life Insurance Guru

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In the wake of the pandemic, businesses are starting to rebuild. And while this process can be overwhelming, it doesn’t have to be if you think about specific ways to start. Identifying the tools you already have at your disposal can get you off your feet when figuring out how to build back your client base.

Email Marketing

Email marketing can be a great tool to increase your client base if you use it correctly. It’s important that you strike the right balance between spamming your email list and providing useful information to customers.

As you’re trying to build a customer base, start by using your email marketing to announce promotions. Focusing on ‘online only’ discounts can pique interest and help lure in prospective customers.

But while it’s important to use this resource to publicize these promotions, sending these emails too often or sending too many emails informing individuals of promotions that are not actually that significant can actually be harmful.

Build Your Network

Another great place to start is by using your network and relying on word of mouth. Your current client base can often be the best place to start looking for customers because they will be able to sell your products to their friends more than you could to their friends.

One of the ways you can encourage customers to encourage their friends to check out your company is by creating incentives for customers to recommend your business. Think about giving referrers a coupon for each referral they send that purchases your product.

Building your network by encouraging customers to refer clients can work really well on social media. For example, you can hold a drawing for a certain free product by requiring those who want to enter the drawing to like your post, post it on their story, and tag friends. This method can allow you to increase the reach of your products exponentially especially if your giveaway is something bigger. You could even use a referral program if you want to make it a bit easier for yourself.

Use Your Website

When it comes to building back your client base, it’s important that you revisit and reassess how your website is functioning. If your website isn’t converting new customers, it’s a waste of your marketing budget.

Start by analyzing the layout of your website. Is it easy for clients to find the specific product they are looking for? Are the buttons that channel to those products easily and clearly accessible? If not, this is the first place to start with revamping your website. Then, try and integrate a call to action on every page of your website. Typically, that call to action should relate to your products.

Social Media

Using social media is a great way to increase engagement and it is one of your lowest cost methods. As you’re thinking about how to use your social media, think about specific strategies and then make a social media posting plan. Being consistent in your social media posting is essential in building engagement. You should also think about how to use different media’s functionalities to increase engagement. For example, with Instagram, use stories to draw attention to posts or to publicize promotions.

Then, in addition to planning different social media posts and altering the ways you engage on social media, you should be careful to measure and watch your metrics from each of your posts. As you try new ideas, some things will work better than others. Keeping track of that data will help you figure out what type of content your followers really want.

Targeted Social Media Ads

In addition to properly leveraging your own social media accounts, you should also identify specific strategies for using social media ads. Facebook gives you different types of ads that you can purchase and it’s important to be aware of how each functions. For example, you can purchase a basic ad for a designated amount.

And while this can be effective, these ads often appear randomly on different users’ pages. Because of this, using these types of ads isn’t always the best way to target a specific demographic. Instead, think about creating a marketplace page on Facebook—then, you can pay to boost your page in search results related to specific search terms.

Participate in a Conference

Participating in an industry conference can help you find specific target customers. Identifying conferences and events where your ideal clients will be is the first step. Then, once you’ve identified a conference with potential, consider offering a free workshop related to your product. If you are a marketing company, provide a free workshop about how to get a successful website up and running or how to create an effective ad campaign.

Doing this will allow you to showcase your expertise and pique the interest of participants which will hopefully bring in some loyal customers.

Start a Blog

If you’re trying to increase your engagement, starting a blog can be a great option. Starting a blog gives you a way to provide potential customers with meaningful and helpful content. Make sure that the articles you publish on your blog are tailored towards the same problems that your products are aimed at.

For example, if you sell skincare products, focus your blog articles on how to simplify your nighttime routine or on the biggest skincare mistakes people make. As you create content that is useful to customers, you’ll see brand loyalty develop and you’ll also reel in more customers from internet searches.

Trade Free Product for Reviews

Depending on what your product is, you may have to get creative when it comes to enlisting influencers to sell your product for you. But, turning to specific people online who reach an audience that matches your target clients can help get the word out about your product in a meaningful way.

Customers are much more likely to believe the review of a vlogger that they know and follow than to read what is written on your website about your product.

Recovering from a hard year is rough on all fronts. Figuring out how to build a client base after a hard year can be particularly challenging. Starting with the ideas in this article can help you get on your feet.

For more help growing your insurance business, become a member of the ILIAA today!

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