Need some sales and marketing advice

[ianhaney]

Hi

I am a website designer and am looking on ways to gain more clients, I already use Facebook to advertise and just did some advertising through Touch Local as well this morning but am stuck now for ways to gain more clients

I have tried leaflet drops and posting letters to businesses and neither worked

Has anyone got any ideas, I was trying to think of new services I could provide as well but can't seem to think of any

I have tried desktop publishing and designing business cards etc but didn't take off that well

Any feedback or ideas would be really appreciated

Kind regards

Ian

 

[AlexanderR]

Face to face will bring you the best results, but that wears out your shoes pretty fast. The telephone is the 2nd best option, but could run up a phone bill.

 

[ianhaney]

Hi Alex

Thank you for the reply

That's it and did try phone calls before just to local businesses and a majority of them said they was not interested

I could try the face to face approach on Monday and see if that brings in any joy

Ian

 

[Deleted member 138423]

Do you have customer testimonials, and a raft of happy customers that you have done work for?

 

[ianhaney]

I did on my old website but have updated it since and left out the testimonials page and yeah got a raft of happy customers

 

[Deleted member 138423]

I did on my old website but have updated it since and left out the testimonials page and yeah got a raft of happy customers

The single best way of advertising is to detail customers who have used you before and would be happy to do so again! You cannot put a price on that as advertising so if I were you, I would reinstate the testimonials ASAP.

The raft of happy customers you have; I would contact every single one of them, get a new testimonial from them, put it on your website and then include them on every piece of marketing material you produce from now on. You can also ask them all if they need anything else doing, if they would be happy to recommend business colleagues etc.., anything to get them to spread the word that they are happy with your service.

By not using testimonials, no-one will know how people have found your services will they?

 

[ianhaney]

Very true Nick

Thank you for the advice and will put the testimonials back up asap and will also put a couple of testimonials on all marketing material I send out etc

I will contact all my current customers as well and ask if they pass my details on to other contacts they may have etc

Thank you so much again for the advice

Ian

 

[AlexanderR]

How many people did you call Ian?

I find that over the phone I normally get 1 potential buyer for every 100 I speak to, face to face being more efficient with 1 in 10. There is no other method of marketing that produces those kind of results.

No, it isn't easy, yes, it consumes a lot of time. But it certainly beats paying £300 for 2000 flyers and a further £500 to have them posted to only get 1 or 2 customers.

 

[Deleted member 138423]

Very true Nick

Thank you for the advice and will put the testimonials back up asap and will also put a couple of testimonials on all marketing material I send out etc

I will contact all my current customers as well and ask if they pass my details on to other contacts they may have etc

Thank you so much again for the advice

Ian

I hope it works - whatever can differentiate your business from the next is surely a good thing!

Good luck

 

[S-Marketing]

How many people did you call Ian?

I find that over the phone I normally get 1 potential buyer for every 100 I speak to, face to face being more efficient with 1 in 10. There is no other method of marketing that produces those kind of results.

I think you need to be a little more specific. What you mean is YOU don't know of any better method. It is misleading to suggest that your idea is the best possible method, based on your lack of knowledge of more effective techniques.

 

[ianhaney]

I mist of called about 50 odd businesses when I did it

That's it, I am trying to think of ways to separate myself from the next business and make myself unique and appeal to potential customers

Sorry Stretchy, is exactly what I mean, I don't know of any better method

 

[AlexanderR]

I think you need to be a little more specific. What you mean is YOU don't know of any better method. It is misleading to suggest that your idea is the best possible method, based on your lack of knowledge of more effective techniques.

No, there are actually no other methods of achieving such high conversion rates. Written down, hundreds of times, by hundreds of people, all doing different things in sales and marketing.

Think of the best conversions you get in any of your services, how many people have to see, or hear your pitch before 1 of those people consider purchasing?

I would be shocked, surprised, and willing to hang myself if any fell lower than 100 people.

 

[AlexanderR]

Ian, Stretchy's post wasn't aimed at you, he was having yet another pop at me.

 

[beasty]

Alexander you are talking utter rubbish

Stretchy is saying YOUR best method is not necessarily the best method available.

You tried press release
Seminars
Posting videos
Social promotions run by professional companies
Seo
Blogging
Social Networking
Partnership
Reseller schemes

I guess no
you ring some, you email some, ringing is not THE best method it is the best method you use

Generally speaking ringing should be part of something else, i.e you have already targeted those you will ring by some other method

I could go on

 

[S-Marketing]

I mist of called about 50 odd businesses when I did it

That's it, I am trying to think of ways to separate myself from the next business and make myself unique and appeal to potential customers

Sorry Stretchy, is exactly what I mean, I don't know of any better method

As mentioned above, I wasn't having a pop at you, it was Alexander's lack of marketing understanding I was bringing attention to.

You need to be careful what advice you follow on the forum. There are many people who will tell you what is right, wrong, or even the best possible way to do things, based on nothing more than their own limited experience.

 

[S-Marketing]

Ian, Stretchy's post wasn't aimed at you, he was having yet another pop at me.

I don't have a pop at you personally, it's just that I can tell from your posts that you don't understand marketing. When you post advice that is wrong, and present it as the truth, it winds me up.

If you want to portray yourself as a marketing expert, do some research outside of your own experiences. You may know a lot more about marketing than many of your peers, but in the big wide world, with people who actually know what they are talking about, it is obvious that your knowledge is limited.

I have nothing against you personally. I actually think that you are trying to be helpful, and believe that what you post is actually the best possible way to do things. IMO though, you are fooling yourself.

I would be more than happy to point you in the right direction if you wanted to expand your marketing knowledge and understanding.

 

[AlexanderR]

Ok, based on 9 years of experience, in various sectors, for different companies. The best methods, out of all that I have tried (which only excludes TV advertising) are face to face, and the telephone. Once again, hundreds of successful people, in all sectors, and all even those who are now hugely popular, multi billion dollar celebrities, they all agree, the best tested method, is working yourself to the bone speaking to people.

You could try all of Beasty's suggestions, and I do recommend most of them to complement the primary methods (plus a little change is nice), you could try paying Stretchy to do it for you, or any one of the thousands of marketing freelancers and agents out there today.

But the truth is, the best method, employed by anyone, in any sector is face to face, 2nd best is telephone.

They may not be good for you, as you may be shy, you may not be able to spend your day on the phone, but it still stands as the best method known to any business globally of marketing your brand.

 

[beasty]

like a caveman telling someone with a zippo that the best way to make fire is to rub sticks together as banging flint is hard work

 

[AlexanderR]

I don't have a pop at you personally, it's just that I can tell from your posts that you don't understand marketing. When you post advice that is wrong, and present it as the truth, it winds me up.

If you want to portray yourself as a marketing expert, do some research outside of your own experiences. You may know a lot more about marketing than many of your peers, but in the big wide world, with people who actually know what they are talking about, it is obvious that your knowledge is limited.

I have nothing against you personally. I actually think that you are trying to be helpful, and believe that what you post is actually the best possible way to do things. IMO though, you are fooling yourself.

I would be more than happy to point you in the right direction if you wanted to expand your marketing knowledge and understanding.

I'd love to take a look at your bible Stretchy

 

[degadar]

Whatever method you use - you just simply have to be relentless about it.
If I think of calling companies I'm thinking of two people at least on the phones calling 250 companies each, every day. After a fortnight have a look back at the figures and see what you've got from it.

Cost-wise you're looking at £1000 for the fortnight with the real possibility of picking up 10 jobs directly, and 2000 prospects' names, telephone numbers to put into your contact marketing system to email every week with your hints and tips newsletter.

Marketing is like setting yourself up a big funnel full of filter paper - get as much of the right material as you can find to pump in the top and keep filtering and keep pumping like mad and business WILL come out of the bottom. Just a trickle at first but keep your marketing machine going and you'll stay busy.

 

[beasty]

Ian,

Let me tell you the practical way I would get you more business

3 steps

Set up online viral campaign for you after discussing exactly what you are looking for
2. mailshot those that are warmed up for you
3. ring them

How many customers do you want?

One thing I can tell you is that finding clients for webdesign on a cold call is a tough gig especially for small companies.

Without a process you are pissing into the wind

a call here an email there, tough gig

 

[fairdealworld]

I've no claims to any expertise in marketing! All I would say is that during the 18 years I've been in business I've had many calls, emails and other approaches from people offering website design. I automatically ignore the really pushy folk but if I get a reasonable approach saying reasonable things, I then automatically look up the web designers own website. Sadly that is where my interest tends to come to an end because so many website designers have such unattractive and badly designed sites themselves.

I've not seen the OPs own website so this is nothing personal I'm just mentioning the issue as an area of which website designers should be very very aware.

 

[sodirect]

Build an auto-responder into your website, make sure you have a blog and a lead capture page and focus on Internet Marketing. I use a blogging system that is in the world top 500 websites then I syndicate out and that ranks keywords on page one within a matter of hours (obviously longer tail more chance of ranking, so bear that in mind). Create videos about what you can do and make sure you have a social presence on key sites - LinkedIn might be good for you, for example. If you email me I can share more with you.

 

[patientlady]

Hi Alex

Thank you for the reply

That's it and did try phone calls before just to local businesses and a majority of them said they was not interested

I could try the face to face approach on Monday and see if that brings in any joy

Ian

Hi Ian
Out of interest how many phone calls did you make and how many out of that number said they were not interested?

 

[Blackcatsales]

Hi Ian,

The biggest challenge is getting in front of decision makers at are in a position to buy and this requires a great deal of ground work. I personally offer an outsourced telemarketing solution and charge a cost per meeting, so you basically only pay for qualified sales meetings. This sort of arrangement will allow you to get in front of business owner that have a requirement for your services. I have used Ad Words (Google) as a marketing tool but this can be expensive, especially for web design.

Thanks

Chris Austin
Black Cat Sales

 

[Force Digital]

Establish a unique selling point or niche for your offering. Web design is a very competitive and wide ranging sector so you need to identify firstly what you are offering and who you are offering it to. Go through every client you have ever worked for and see if there is a trend i.e.: content management systems, Wordpress sites, a focus on design or particular sectors such as education or local business. The idea is to focus on a particular niche that will appeal to a certain market. Promote your niche into this market using google, social media and direct marketing such as leaflets, calls and seminars.

 

[Scott-Copywriter]

Give Adwords a try. If it directs visitors to your website who are looking for web design, and your website does a good enough job of convincing them to choose you (sales copy, testimonials, portfolio etc), then it's a straightforward system which should work.

There are certainly better methods of marketing/advertising out there, but it can be a fairly reliable model to bring in some work and supplement your overall marketing campaign - especially during these early stages of development.

 

[sarahjohs]

Hi Ian,

It is not very clear if your problem is with not getting leads at all or if people have been turning you down after looking at what you got. If it is the latter, then you have to look at specific marketing that works around the problem. Either way it would help if your business is active on a few social media platforms like Facebook, Twitter, Linked In and such. It is also a good idea to put the widgets on your site. This creates a favorable impression on people checking out your business. We have a couple of clients who have benefited from this. Good luck!

 

[telemax]

1. Use Google places/maps to bring up the number and location of every independent shop within a 10 mile radius

2. Strike off the major chains, you will still be left with 100 plus.

3. Call every single one of them and ask how they are doing with their website (you may have to try a few times to reach the owner)

4. You will get the occasional hang up or short shrift, just accept it as part of building your business

I've called 57 in the last 10 days, probably spent 8 hours on it altogether. Made 2 appointments, both for high value sites. In addition I've had 2 conversations with businesses about their future needs. The key to success is not giving up after the first few no's.

 

[Jester]

Try to stop seeing marketing as isolated activities.

You mentioned that you have sent out a flier, and then you tried cold calling some people, and then you did something else.

I have a little experience in marketing but I am by no means an expert so don't take my word as gospel but I think effective marketing is a collection of complimentary activities working together.

For example if cold calling isn't getting you anywhere consider implementing something that will be able to deliver you warm prospects that you can nurture to a sale.

When I plan my marketing rather than thinking "Okay method X will give me 1% of 500 prospects and Method Y will give me 2% of 300 prospects" I think "Method X will give me 1% completion on 500 prospects. If I were to add method Z in support then the completion rate of X increases immensely to 10%".

Thats how I undertake my marketing and although I certainly have holes in my knowledge I always get a good ROI.

 

[maxine]

If cold calling isn't working then you aren't targeting the right group of people with something attractive enough for them

It sounds as if what you have done so far was pretty small scale whereas another 200-300 calls may have given a bit more response or interest or feedback.

As other have said don't do in isolation, perhaps follow up with an email or have an offer in place ready.

As someone else has said on here be VERY cautious of the marketing gurus that give advice and peddle their wares on UKBF and general rule of thumb is to treat them in the same way as anyone outside of UKBF!

 

[S-Marketing]

Just to add to Maxine's last paragraph. As some of you who may read a good few of my posts may know, I often mention the fact that you should never take advice from anyone who calls themself, or considers themself to be, a Guru.

The vast majority of poor marketing advice on this forum is usually posted by those who seem to see themselves as experts, based on not much more than the fact that they want to be seen as an expert.

 

[beasty]

Just to add to Maxine's last paragraph. As some of you who may read a good few of my posts may know, I often mention the fact that you should never take advice from anyone who calls themself, or considers themself to be, a Guru.

The vast majority of poor marketing advice on this forum is usually posted by those who seem to see themselves as experts, based on not much more than the fact that they want to be seen as an expert.

Well it is not always true is it?

SOME people who use this are actually good, not that I am or would say so, but the fact is SOME ARE!
http://en.wikipedia.org/wiki/Seth_Godin Refers to himself as a Guru..

You come over as someone who believes he should actually have this tag but does not use it hence you say no one should trust these i.e.
(Trust you instead) ok guru!

 

[S-Marketing]

Well it is not always true is it?

SOME people who use this are actually good, not that I am or would say so, but the fact is SOME ARE!

You come over as someone who believes he should actually have this tag but does not use it hence you say no one should trust these i.e.
(Trust you instead) ok guru!

I have never met anyone who believes themself to be a Guru, who has had anything interesting to say. Is that better?

I don't consider myself to be a Guru. I will admit I do think of myself as an expert. I base this on the fact that I studied marketing at University, I have always owned my own businesses since leaving school (I'm now 36), I have carried out extensive research and academic work on the subject, as well as working on my own theories. I see my own businesses as ''test beds'' for my theory based work, and now have got to the point where a couple are (what I see as) pretty close to marketing perfection.

My working as a marketing consultant for results based fees has also ensured I know damn well what works and what doesn't. I put my money where my mouth is every time i take on a new client, which IMO, is the best way to learn the very best techniques which will get the best possible return.

If I post in a way that gives the impression I think my knowledge is superior to that of other members, well I can't help that can I.

FYI, I specialise in marketing service based businesses, just like the OP's, just in case you were unsure as to whether I should be speaking with authority.

 

[tacticalsales]

Firstly get rid of Facebook as a source of lead generation - it sucks.

Get yourself onto Twitter, Google Plus and LinkedIn as these are the best and easiest sources of creating and finding leads. The amount of websites and products out there that allow you to search for key words etc is a great way to find prospects.

Use Facebook as a leverage for any campaigns or promo's.

SEO your website for local results - this is a perfect way to start. (Use PPC if you've got the nerve and wallet to do so).

Attend seminars and get your face out there, the more connections you have the more chances of developing business (á la LinkedIn).

 

[beasty]

I have never met anyone who believes themself to be a Guru, who has had anything interesting to say. Is that better?

I don't consider myself to be a Guru. I will admit I do think of myself as an expert. I base this on the fact that I studied marketing at University, I have always owned my own businesses since leaving school (I'm now 36), I have carried out extensive research and academic work on the subject, as well as working on my own theories. I see my own businesses as ''test beds'' for my theory based work, and now have got to the point where a couple are (what I see as) pretty close to marketing perfection.

My working as a marketing consultant for results based fees has also ensured I know damn well what works and what doesn't. I put my money where my mouth is every time i take on a new client, which IMO, is the best way to learn the very best techniques which will get the best possible return.

If I post in a way that gives the impression I think my knowledge is superior to that of other members, well I can't help that can I.

FYI, I specialise in marketing service based businesses, just like the OP's, just in case you were unsure as to whether I should be speaking with authority.

First up just because you never met them does not mean they do not exist.

Take your own advice from another thread and step out of your own direct experience when appearing to summarise for the class what is and what is not correct.

I happen to agree I have personally never met anyone either, but that does not mean they do not exist.. see link for info.


Regarding the last couple of lines, no you post in a way that gives the impression that you feel your opinion is worth more than anyone else's on here, your reply merely confirms this.

So you are an expert not a guru, well happy to listen to an expert

 

[S-Marketing]

First up just because you never met them does not mean they do not exist.

Take your own advice from another thread and step out of your own direct experience when appearing to summarise for the class what is and what is not correct.

I happen to agree I have personally never met anyone either, but that does not mean they do not exist.. see link for info.


Regarding the last couple of lines, no you post in a way that gives the impression that you feel your opinion is worth more than anyone else's on here, your reply merely confirms this.

So you are an expert not a guru, well happy to listen to an expert

I responded to your criticism in a way I feel backs up my opinion. There is no point derailing a thread just because you feel like an argument.

I have made my point.

 

[TheOpportunityMan]

the best idea is to stop selling websites because no business wants a website...they want customers, clients, PR, interaction, subscribers, more sales...selling a result is much more effective and will set you apart from the thousands of "web designers" out there. How you do that is another story...firstly,I recommend choosing a niche or two that you can dominate and develop a strategy to become the goto for that industry or type of business...and if you don't have the marketing or sales skills to do this and are good at designing websites, then partner with someone that knows how to market, get to making money!

Cheers,
Thomas

PS You should also have a clear sales process, prospecting prosess, and a referral marketing strategy to generate more referral business.