With a little structure, focus and effort you can grow a healthier business
From one day to the next, most creatives find themselves somewhere in the feast or famine cycle. You are either full (too much work and no time to market), or hungry (no work on your plate and no prospects in the pipeline). It's surprisingly similar to how we feed our families and ourselves: We can either plan meals in advance, which tend to be healthier, or resort to fast food and takeout.
The key to eating well is to make sure the fridge is stocked; that way, you have everything you need to make delicious and hearty meals. It's the planning and shopping in advance that takes time and attention, and often falls by the wayside.
Likewise, in your business, the healthy alternative is to have a system in place with the marketing tools that work best for your business. Here's how:
Step 1: Plan the Menu
Start with a financial goal for the year; then list 3- to - 5 specific objectives you'd like to reach. Make sure they're quantifiable or you won't be able to tell whether you've actually reached them. So instead of "Get new clients," make it, "Get 5 new $5,000 projects in the travel industry in the first quarter."
Step 2: Shop With a List
Just as there are essential food groups, there are essential marketing tools that, when used together and consistently, will bring you into contact with your ideal clients and will feed your marketing machine. The trick is set them up in advance so that you can use them when you need them.
Who To Approach: Build Your Database
The best way to build relationships is to reach out to your prospects regularly so that your name and your work become familiar. You can't do this without a database or system to manage your contacts.
Once in place, you should use the list to reach out in a variety of ways. Your prospects need to hear from you via various media - email, snail mail, phone and PR - on a monthly basis, even if you feel like you're being pushy. This activity will keep your visibility high so that when prospects have a need, your name comes to mind.
Where To Go: Networking Online and Off
Online networking is a good way to establish initial connections. But don't just network with your peers. Use LinkedIn, Facebook and Twitter to find the people who are in a position to hire you. For example, photographers can connect with creative directors and art directors through the LinkedIn Group for the Art Directors' Club, where events, questions and even assignments are posted.
A recent post on this group's Discussion Board promoted a private screening for media professionals at the School of Visual Arts in New York. Attending this type of event is a great way to turn online connections into strong offline connections, and maybe even into working relationships. Look for events promoted as "networking events," such as business card exchanges, awards receptions and dinners, where attendees will be open to meeting you and talking about what you have to offer.
What To Say: Prepare Your Script for Research Calling
Making "cold calls" is to marketing as Brussels sprouts are to most children. But in this age of almost all virtual communication, initiating a real, live phone conversation with a qualified prospect can be extremely effective... if the timing is right. Even if you simply leave a voice-mail message, the sound of your voice will make a stronger impact than any number of electronic messages you send.
In fact, your first call is always a research call, not a sales call, and you'll be more confident if you prepare a script. You need to find out if the organization has a need for your services, the name of the person who makes the decisions, whether they're happy with their current creative suppliers, if they'd like to see your work and if you can stay in touch.
What They See: Your Website and Printed Samples
If you want to be taken seriously as a business, you must have an online presence. Ideally this would be your own website or blog, where you showcase examples of your work and biographical information. A "marketing-smart" website is one that enables your prospects to find you easily, and that clearly communicates how you can help them.
That means a homepage with your images front and center, that clearly convey your strengths and specialties. And be sure to sprinkle testimonials from satisfied clients throughout the site, especially those that reinforce the important aspects of working with you.
Once a prospect expresses interest, you need something tangible to send or to leave behind when you meet. If you haven't prepared something in advance, you're likely to put it off and never get to it. A customizable mini-portfolio is ideal, with a selection of inserts show relevant work that you choose based on the prospect's needs or industry sector.
It's important to send something they can hold in their hands and look at up close, to get a stronger sense of your capabilities. (For more about how effective printed promotional material can be, read the recent Power of a Postcard article.)
Step 3: Weekly Preparation
Set aside 10-20 percent of your time each week to focus on marketing. Assess the state of your pipeline and decide what steps you will take each week to bring in more business. Then, schedule it in as you would a client's project and make sure your tools are ready to use.
With a little structure, focus and effort, you will not only waste less time but you will also attract the new clients that will help you grow your business in the direction you want.
So don't wait until the fridge and pipeline are empty. With all the right marketing tools in place, it will be so much easier to prepare and execute the marketing efforts that work best for you.
Ilise Benun specializes in teaching creatives how to get the work they want. She is a national speaker, the author of many books, the founder of Marketing-Mentor.com, co-producer of the Creative Freelancer Conference (next one June 5-6, 2010 in Denver CO). Details here: www.creativefreelancerconference.com