By Soo Dawson
This is a marketing case study of how we acquired client “X.”
We had been admiring the client (then a prospect) for some time. The work they did was phenomenal. We devised a multi-faceted marketing strategy to “woo” them and, hopefully, work with them. We left no stone unturned and took the following steps — we hope you can glean some ideas:
- Utilize word-of-mouth marketing. We didn’t know the president of company X, but we had met their marketing director at a networking event. A client of ours also knew the same marketing director – so we asked the client to become a reference for us and provide a positive testimonial of our work. Tip! Utilize existing connections (if any) to bolster credibility.
- Seeing that company X was active on social media networks, we actively engaged with them online. Aggressive selling tactics are turn-offs on social media, so instead we focused on providing them with value. We were hosting an informative webinar on developing PR campaign strategies, and naturally company X was invited. We published a new white paper, and we made sure company X had access to it and made ourselves available to answer any questions. Tip! Show your value —in other words, what’s in it for them — when interacting on social media.
- Once a connection was established with the marketing director mentioned above, we made sure to follow up with attractive copies of collateral. A hand-written note from our CEO and a comprehensive binder of information was assembled so the marketing director could review our company at her leisure. Tip! Following up on online marketing efforts is crucial, especially if you have a large volume of information you want to share.
- We knew that eventually, the president of company X needed to become involved in our conversations to make the decision on whether or not to acquire our services. When we became confident that the marketing director’s questions had been answered and that we had built a solid foundation, we requested an in-person meeting to present ourselves in front of the marketing director and the president. Tip! It’s okay if you don’t have the main decision maker’s attention right off the bat. Building relationships with those around the decision maker are valuable to marketing efforts because they lay the groundwork to establishing trust and demonstrating commitment.
Due to our marketing efforts, company X has become a solid client and partner. You may question my case study and say this sounds more like sales. In a sense, it is! Good marketing paves the way for sales – otherwise, it is an intangible activity that turns into an energy drain.