When you decide to set up a business, the first people that you typically contact are your own personal contacts that you have built over years of working experience. They are the ones who get you the initial contracts and that marks the beginning of your journey. But how do you keep growing your business beyond personal contacts
Unfortunately, several companies get stuck in this phase and find it difficult to grow to the next level. They are unable to market the company over and above their own personal stature. One of the main reasons for this is the lack of investment in a proper marketing infrastructure and a defined marketing plan.
Here are some things you can do, not to fall into this trap:
1. Focus on relationships and referrals therein
While you work with your existing clients, always keep an eye on getting referrals to work with other clients. Make sure you build your relationships with existing clients to ensure that you can involve them in client referrals at the appropriate time.
2. Define, execute and track a marketing plan
All marketing does not work on word of mouth. There are various other mechanisms that you can use. Make sure you make the right choices in your plans, and most importantly implement them with a strong discipline.
3. Drive content
Leverage existing work through content in the form of case studies, citations etc. Make sure to communicate your offerings in the form of easily understandable collateral. Invest in high end thought leadership tools like white papers, articles, webinars, which will help you in your market pull strategies.
4. Keep an eye on your opportunities pipeline
It is very easy to get lost in your existing engagements and not keep track of your opportunities pipeline. At any time, you need to have at least 30-40% focus on generating new customers. This will help offset the current risks of business delays and losses.
5. Maintain a good marketing infrastructure
Have a good intuitive website, implement good marketing automation tools and interaction mechanisms at the website. Through your other efforts, you will pull customers to your website and if they are not impressed with what they see, they will not return to you.
Of course, these are just some starters.. There are a lot more things you can do to growing your business beyond personal contacts. Any thoughts, ideas – feel free to share, All the best ! Acquire new business for your customers with proven digital strategies
Atul is Founder & CEO at Xenia Consulting. He has over 22 years of experience in marketing, across corporates as well as SME,start-ups. Over the last 5 years, he has gained significant expertise and has helped several companies drive growth leveraging digital marketing