The Game Changers
Proven Client Acquisition Strategies from 13 Industry Mavericks
Before we begin, I have a quick announcement: No newsletter for the next two weeks as I’ll be taking time off for Thanksgiving and to celebrate my 15th wedding anniversary. See you back on December 7th.
In the past year, many agencies, possibly including yours, have faced challenges in attracting new business. Understanding these difficulties, I'm thrilled to bring you this article, which draws from the collective experiences of your peers. I reached out to 13 successful business leaders – a number my daughter, the Swiftie, assures me is lucky – to uncover their proven strategies for attracting new business.
Their insights offer more than theoretical advice; they are real-world tactics that have made a tangible difference in their organizations. As we prepare for 2024, I am eager to share these strategies with you, hoping to inspire you with practical ideas to elevate your agency's client acquisition game.
The question I posed to each person was simple yet revealing:
“What's one strategic move you’ve made to land new clients in the past year?”
EDUCATING INFLUENCERS
Insight from Steve Gasser, Vivid Image
Our strategy centers on educating influencers within our client's ecosystem. By informing those who advise our clients on various aspects, we ensure they're well-versed in our services. This approach not only increases referrals but also helps prospective clients understand the value we can provide. Our guiding principle is succinct but impactful: 'When we teach, we win.'
Key Takeaway:
Focus on educating key individuals in your clients' ecosystems who have the potential to influence the purchase of your services.
LEVERAGING DIGITAL PLATFORMS AND CONTENT
Insight from Eldad Yogev, SoYo Consulting
I've capitalized on the power of video content on platforms like YouTube and LinkedIn. Videos not only raise awareness but also showcase our personality and expertise. This approach, requiring consistency, has significantly improved our client acquisition over time.
Insight from Clarissa Butler, CB Creative Agency
“Good work is the best SEO in the world” - Tim Ferriss
This is a quote I’ve lived by with my business. In 2023, making a significant investment in my social media presence, especially through reels, proved to be pivotal. Showcasing both our finished projects and the creative process has attracted new clients and re-engaged existing ones, strengthening our community ties.
Key Takeaway:
Clients are often curious about the journey behind the final product. Capitalize on this interest by utilizing social media tools to offer an exclusive behind-the-scenes glimpse into your creative process. This transparency not only demystifies 'how the sausage gets made' but also showcases your expertise.
HOSTING EXCLUSIVE EVENTS AND FORUMS
Insight from Gary Hayman, Edgy Labs
We've organized exclusive forums where top-level executives share insights on emerging technologies like AI. By focusing on hot topics like AI, we attract motivated executives seeking to learn and explore solutions. The feedback has been tremendously positive, and many attendees have become clients after seeing firsthand the connections and expertise we offer. During challenging times, bringing people together to help one another is more important than ever.
Key Takeaway:
Hosting events on topics of interest to your clients is an effective strategy to expand your professional network. This approach showcases your expertise and establishes a platform for building valuable connections and fostering client relationships.
AUTHENTICITY
Insight from Olivia M. Gonzalez, OMG Brand Story
Being human. It’s a simple, yet honest answer. While it’s important to stay ahead of the latest tech and speak to evolving business trends, it’s bringing your humanity to the table that’s the real advantage. As long as people are making the decisions, your greatest strategy to seal the deal will remain in your ability to read the room, respond with authenticity, listen effectively, understand and anticipate the nuances of a client’s needs, and communicate personalized solutions clearly and confidently. It’s why so many organizations continue to invest in strategic soft skills development, regardless of advancements in systems, platforms, and SaaS solutions. It’s the human component that will always matter most when it comes to landing clients.
Key Takeaway:
People tend to do business with those they trust and who understand their needs. Shift your focus from optimizing interactions through digital means alone, to genuinely getting to know the individuals with whom you want to do business with.
SAYING YES
Insight from Sarah Vienot, Fussfactory
Embracing every opportunity with a 'yes' has been my evergreen strategy for attracting clients. My journey has taken me from international moves to working with acclaimed artists like Leonard Cohen, and finally to my dream role in branding. This openness to new experiences has continuously led to fascinating ventures and client opportunities. 'Yes' creates momentum, and sometimes, that's all you need to uncover exciting possibilities."
Key Takeaway:
As the saying goes, opportunities often come disguised as challenges. Embrace the hard work and say 'yes' to new possibilities. Adopting this mindset can open doors to unexpected and rewarding ventures.
COMMUNITY ENGAGEMENT / SOCIAL RESPONSIBILITY
Insight from Veronica Torres Hazley, Hey Chica!
My 'secret sauce' has always been connecting clients to the community. Many clients seek assurance that their messages are truly resonating with consumers. By featuring their stories on our platforms and providing additional resources, we not only enhance their relatability but also establish our organization as both a valuable and empathetic partner.
Insight from Josh Mooney, WongDoody
We have leveraged some incredible opportunities to use our “Superpowers for Good”—the name of our pro bono efforts at WongDoody to give a voice to the voiceless. This includes work for the Iranian Prison Project and campaigns for mental health awareness. Our work underscores our our commitment to social impact and, inadvertently, places us on the radar of key decision-makers.
Key Takeaway:
Engaging in community-oriented projects and social causes not only demonstrates your commitment to making a difference but also enhances your visibility among potential clients who value corporate social responsibility.
ACTS OF GENEROSITY
Insight from Kent Huffman, Southwest Marketing Ventures
My strategy revolves around the concept of 'paying it forward'. This can be as simple as liking or sharing your prospects' comments on social media, so as to extend their reach. Or it can be more involved, such as sharing useful business advice or ideas that could help them become more successful. It obviously requires an investment of your time, but it has always paid huge dividends for me. And everybody wins in the process.
Insight from Christopher Plumlee, Elevate Strategy Group
Cold calling is dead. My approach focuses on creating value first. So when I reach out, it's not as some random caller; I'm already someone they recognize and trust. This way, the conversation starts on a positive note, and it's much easier to build strong and meaningful client relationships.
Key Takeaway:
Focus on giving first, whether in knowledge or in engagement, to establish a foundation of trust and familiarity.
LEVERAGE DATA
Insight from Eric Schaefer, Mindstream Media Group
Strategically for 2023, all my conversations started with a focus on measurement: evaluating marketing investments, understanding their impact, and testing various elements (creative, messaging, and media channels). Every time I start this way, I unlock the next conversation with a potential new client.
Insight from Sara Koller, Intero Digital
One helpful strategy I’ve used to attract clients this year was creating lists of our most successful partners and happiest clients and leveraging the lists as lookalike audiences. The insights gained during analyzing the audiences can create better decisions in regard to whom we’re targeting, how we’re creating and distributing our content, and how we’re optimizing our ads and outreach.
Key Takeaway:
Leverage your data to gain deeper insights into client preferences. This approach allows you to be more targeted and personalized in your outreach efforts.
REFERRAL AND INCENTIVE PROGRAMS
Insight from Noel Andrews, Jobrack
Proactively soliciting referrals from satisfied clients has tripled our referral numbers. People that have been referred have a much higher level of trust than a cold lead so it makes for a much better consultation and sales conversation. There’s still lots more opportunity and my next step is to define an incentivised referral scheme. Right now we plant trees 🌲 as a thank you but we’ll be moving to a cash reward approach soon to drive even more referrals to our remote team member hiring service.
Key Takeaway:
Referrals come with a pre-established level of credibility. Start encouraging referrals from satisfied clients who can vouch for the outcomes you deliver.
FINAL THOUGHTS
Now that you have some good tips to add to your marketing toolkit, the key step is to take action. While the strategies outlined above are not comprehensive, they serve as a solid starting point to nudge you forward. As you consider these ideas, pay close attention to what resonates most with your agency. This is your moment to shift from planning to execution.
For those seeking a customized strategy to advance your agency, my Agency Coaching Service is here to assist. Embrace this opportunity to turn your newfound knowledge into real-world success.
Jeff, this is excellent and a keeper. Thank you for taking the time to interview these agencies and providing key takeaways. This has been helpful in gaining different perspective, validating where I am in my journey and providing new ideas. Happy Anniversary and Happy Thanksgiving!