But let’s pretend you have no idea what I’m talking about. Let’s start at the beginning. Because you can never miss with that approach.
Should consultants pay to get leads? Why? And … how on earth can you do it effectively?
New leads: The eternal wait
Being a solopreneur or an owner of a small business is fun! You have the freedom, you (most probably) work on something you love, you’re the embodiment of a youngsters dream.
But truth be told, it has its ups and downs. One day you’re crazy booked with clients and projects, and the next day you’re very close to panicking. The cycle of feast or famine.
We take that for granted. It comes with the business, right?
Actually, no. It could be different. You could have clients standing in line to work with you. You could have a constant flow of prospects reaching out, begging for your help.
Just feast. Without the famine.
Client acquisition is like dating
Client acquisition is like dating — you have to show up.
When you decide you want a partner in your life, someone you can eat a bowl of chocolate ice cream at midnight with, you have to do something about it. You can’t just make that decision and stay at home, eating ice cream alone and hoping someone knocks your door. It’s about being proactive. It’s about showing up.
Same is with clients, customers, leads, prospects. You can say “I need new leads,” pour yourself a glass of wine and wait for them to show up. But what you’ll end up with is slight tipsiness and 0 leads.
Magic happens beyond that line — when you actually do something about it and go for it.
A few ways to get them
There are a couple of ways you can be proactive about getting your clients, prospects, leads or customers.
- You can cold email prospects. Or cold call them. Give them something of value and present your offering. Maybe even schedule a meeting to talk further.
- If you’re trying to ramp up sales for your ebook, you can write a free email course on the same topic. Just a bit broader. Get new leads with that action and then pitch them the ebook.
- You can ask your friends to introduce you to some business owners who need help with ___(something you’re excellent at)___. Talk to them personally, get to know their struggles.
Or you can use paid advertising such as Facebook and Twitter Ads. Heyo!
Dear friends, it’s 2016. We’re not living in a world where advertising was only for the VIP companies with oh-my-god-thats-a-lot budgets anymore. You don’t need a special advertising agency to do the job for you.
You need only your pair of hands and a couple of dollars. That’s all.
How to start with advertising
Where’s your target audience?
First you have to define where your target audience is. Is it on Twitter? Or Facebook? (Between you and me, you really can’t miss with Facebook.)
Then, focus on that platform. Don’t have a half-assed strategy on two, three social media platforms. Start with an outstanding one on one social media platform.
When you’ve chosen your platform, educate about it. Read a couple of articles, watch videos, maybe even buy a book. It’s important you get the fundamental knowledge. Don’t shoot blanks. You’re in it to win it.
(I have a couple of products that can help you kickstart your Facebook Advertising Campaign. Take a look!)
What’s your goal?
Ask yourself: What’s the goal you want to achieve?
Focus on one goal. Actually, write it down and be specific as possible.
Here are a couple of great examples:
- I want to double the signups for my free Facebook Advertising Crash Course.
- I want to make at least 150 sales of my ___(insert the title)___ ebook.
- I want to increase my webpage traffic for 70%.
How are you going to achieve that goal?
Plan it out. Break the process down. The littler the tasks, the better you’ll perform.
You have to make it easy for yourself. Do you know why consultants and freelancers fail at Facebook Ads? Because they get hyped, open up their Ads Manager and stare at the screen.
Be different and plan out your actions. You’ve chosen the platform and the goal. You just need to follow that through.
Here’s what you can do:
- Plan ahead: Book a specific time when you’ll be creating your advertising campaign.
- Define your audience: Who exactly do you want to target?
- Determine your budget: How much are you willing to spend for desired outcomes?
- Create visuals: Test different visuals and different copy.
- Plan optimisation: Don’t just create your ads and forget about them — invest a portion of your budget in testing your first ads, wait a couple of days, modify them and invest another portion in the campaign again.
The only way you’re going to follow through the process of creating your advertising campaign is by planning ahead. Hold yourself accountable. Treat yourself like a client.
What can you expect
There’s little chance you’re going to achieve massive success without professional help the first time around. But even if that doesn’t happen, you’re still a couple of steps ahead of everyone else. You’ve learned something.
Each campaign you do has always two outcomes:
- The campaign is successful — you achieve the desired goal and start creating a new campaign.
- The campaign didn’t go that well — but you learned a lot about your target audience. You start creating a new campaign which is undoubtedly better than the previous one.
You’re closer to your goal with each outcome while your competitors are still staying at home, eating icecream alone and hoping someone knocks on their door.
Social media advertising is about experimenting with different approaches while making progress towards your ultimate goal. It’s about being proactive and investing in your business, rather than waiting for something good to happen.
It’s about knowing what it takes to build a great business. And you know it.
Yes, freelancers and small business owners should do paid advertising to get new leads and clients. But what’s one small step you will take today towards this?
Write in the comment section below, I can’t wait to read and reply it through!