Reach Out and Touch Somebody
RainToday’s 2009 Benchmark Report, How Clients Buy, is full of great statistics, data and reliable information. HubSpot just published a chart excerpted from this report, “Top 10 Ways Buyers Find Service Providers.”
I thought it was important to share it with you.
Why? Well…because you’re a service provider. And because you’ve told me marketing, or the lack thereof, is #4 on your list of top 5 copywriter challenges…which makes it important to all of us.
In our quest to find more work, find better quality work, set pricing, and manage our time (the other 4 top challenges) it makes sense to understand how people seek products and services, and how these patterns affect your own marketing plans.
You do have a plan, right?
Here’s the chart:
I’m surprised that ‘website’ and ‘Internet search’ nearly fell into the bottom half. Does that surprise you too?
But wait! Check out #1: “Referrals from colleagues.”
Wow. The more things change, the more they stay the same!
Just one more reason why ‘staying connected’, be it thru social media networks, in-person meetings, phone calls, or the good ol’ postal mail, is more important than ever.
Of course, social networks are all the rage…including the network I founded exclusively for copywriters, The Copywriters Business Network. More pop up every day.
Regardless, it pays to stay in touch.
What surprises you about these findings? How will you integrate these findings into your own marketing? Does it seem websites are becoming less important as a marketing tool, or is it just that there are so many other choices these day?
10 Responses to “Reach Out and Touch Somebody”
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Good morning,
I don’t find the results surprising at all. We have built our entire business (24 years) on referrals and recommendations from client’s. We work very hard to build those relationships and also maintain the client/personal boundaries.
As a company we just started using SM as another part of the overall mix for our marketing. Also, even though we have a website our long standing and new clients prefer the one on one service we provide.
At the end of the day it is the relationships and trust built over time that will bring you more “client’s for life” from referrals.
We certainly get most of our new clients as a result of client referrals. However, I think it would be a fallacy to conclude that a business website is less importantn than it once was. Each one of those prospective clients who was referred to us checked out our website before contacting us directly.
A business website is not less important as a marketing tool. It is more important. With the increasing number of ways that potential customers find products and services, a business website is a critical marketing asset.
Thanks for your insights, Laura!
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Absolutely, Sharon. From the sandbox to the boardroom, trust and relationship building will never go out of style!
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Yep! Word-of-mouth is still a viable means of advertising. Unfortunately, most people are too shy to ask for referrals.
It’s always good to be reminded that it’s the personal contacts that make the difference. Attending local industry association meetings, for example, and actually talking with people about your services–and theirs–takes time, but seems to pay off the best. Thanks a lot for this.
Lynnette, let’s face it: Without people, none of us would have businesses! So you are correct that human interaction is both the tool and the goal to effectively getting your message out. All the bells and whistels in the world will never change that, so choose carefully when deciding which tools you’ll use, and pick only those that really add value to your efforts.
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Rebeccas, this is so true! It’s like asking the client, “What’s your budget?”, another question people are reluctant to ask. If you want to ask for referrals but feel shy about it, send a simple email to your client, and offer an incentive. I once created a ‘customer rewards’ program. Any customer who referred me to someone (who then became a client) received 15% off their next project. This adds an incentive for loyal clients to pass your name around. and it makes you feel better about asking for the referral!
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Thanks, Victoria, for the tip. I’m in the process of creating a Grand Opening announcement for my new business, Zen Editorial, and an incentive program could be just what I need!
How exciting, Marlene! I’m so pleased this suggestion might help you. Feel free to contact me if you need someone to bounce ideas around
Let me know how it all works out!
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