Marketing - my arch nemesis!

[KimH]

As some of you might already know, I am a full time employed accountant with one private client on the side. I am at that point where it is time to focus my attention of building up a client base and starting my own business. Absolutely everything is in place, however my downfall is marketing. I have no real clue on how to get clients.... simply put my marketing skills suck! I have tried advertising on various sites (Gumtree, Kalahariads.net) which is a total waste of time as these sites are flooded with other hopeful potential business owners.

Any suggestions, comments and advice would be most appreciated.

[Perform Computers]

Hi Kim,

I also have my own business, sole prop IT.

Marketing ideas could be:

Cold calling
Flyers ( distributed in post office post boxes. Handing them out at intersections just looks tacky )
Attending business breakfasts ( I have attended these before. You only really get referrals once the group gets to "know" you. Meaning you'll have to subscribe )
Word of mouth
Asking friends & family if they need your services
Sending out newsletters
Radio ad's
Asking for referrals from current clients ( You can approach your current clients, but that would be poaching. Waiting 3 months after you've left the company to approach them would be viable ).
Advertising on Gumtree etc ( I know you've tried it, but keep on doing it. Doesn't cost you anything ).
Facebook ad
Website with SEO

All of the above depends if you have a marketing budget. I personally have a marketing budget. The amount is R0,00 lol

I do cold calling. Walking into SME's dropping off business cards ( See my thread "Calling all cold calling guru's" )

Cold calling is tedious & horrible, but it DOES work. The flyer thing I also tried, and that is also effective. I'm soon starting the monthly newsletter, and from what I've heard, it's worth a shot.

It really just depends on your marketing budget. if you have the cash then you could go all out & advertise on KFM or in the newspapers.

I see you're in Cape Town, so am I. Drop me a private message telling me what you do exactly in your line of work, maybe I could throw some leads your way.

[KimH]

Hi Andrew,
Thanks for the amazing and detailed response.
My advertising budget is pretty much the same as yours :-)

Cold calling if done properly works like a charm, the previous company I was employed at did very aggressive cold calling, to the point where they would not leave until a client had signed the 24 page contract - certainly not the way I want to do business - I am kind of old fashioned in that regard and would have a hard time 'forcing' anyone into utilsing my business services. Word of mouth is most definitely the best form of advertising ever, the only drawback is of course earning the reputation in the first place.

I think the most difficult and limiting part of marketing the business for me is the fact that I am still employed full time and you cannot effectively search for new business after hours, potential clients want to see you during business hours - I am very tempted to throw caution to the wind and do this properly - resigning and then going full speed ahead, the cautious side of me says this would be stupid. Aaarrrrrrrrghhhhhh!!

[Perform Computers]

Remember, clients HATE contracts that bind them for x-amount of months. They LOVE "month-to-month" contracts. Also, getting clients is obviously a process. I have this client that it took about 2 months of constant meetings ( which never happened because the manager is never there or is always busy ), but I got it. I used those 2 months to become the manager's right hand's best friend. He basically sang my praises every chance he got. When I finally did have the meeting in last week, it took 2 minutes for the boss to say, "No problem. Sign us up"

Yes I drove out there a lot, but luckily I have a client in the same business park, so it wasn't that bad.

I did exactly what you're afraid of. I left my job and went on my own. Was it hard? YES! Is it still hard? Yes, but not so much. Then again, I knew in my heart this is what I must do, and it's my passion, my dream if you could put it that way.

Maybe ask someone you trust to market for you? Give them 40% of any lead that becomes an invoice. Obviously ask someone with an IQ higher than 5, otherwise they'll make your future company look like an idiot.

[Neville Bailey]

Hi Kim,

I can most certainly empathise with your situation, as I've been there before! Maybe it's a thing with us accounting types - we hate marketing.

Speaking from my point of view, I don't like being pushy when it comes to marketing.

I have found that, apart from referrals (the best form of marketing, in my opinion), you need to earn some credibility out there, and then the business will come to you.

How do you earn credibility when you don't have a client base yet?

What about starting a blog, filled with regular articles, with tips and tricks to do with accounting and bookkeeping, or even general office management? Something that show-cases your skills and knowledge, without any payment expected? You could promote the blog on TFSA, or on Facebook, as a signature link in your emails, or any other medium you use. The trick is to keep it updated regularly.

You could even start a regular series of articles on TFSA - become known as the accounting guru here!

When you get to the point where, if someone needs the services you offer and your name comes to mind at that time, you are on a winning streak!

[adrianh]

Kim - what service do you want to provide to your clients?

Bookkeeping, admin?

[KimH]

Apologies for the late response, payroll year end today and an uninteresed accounts clerk - what fun!

Neville, you hit the nail right on the head in terms accounting types and marketing
Blogging and a few articles sounds like a brilliant idea, providing of course that Dave doesn't mind.

We do have a few business networking groups in my area that I plan on researching a bit more as well - time to take a big girl pill and rev up the old socialising engine. (another drawback of us accounting types, generally our social skills are a tad introverted).

Adrian, my main aim is to start up a business management consulting firm - specialising in Business Management, HR, Information Technology, etc. There are thousands of accounting/bookkeeping firms out there, and the latter part of my career has been spent fixing small companies in trouble - I have decided that I can add much more value to small business owners that don't neccessarily have the knowledge or skill. Added to that the majority of small business owners can't afford the overinflated fees that bmc's generally charge - my fees would be calculated in accordance with the needs and affordability of each individual client.

[Dave A]

Blogging and a few articles sounds like a brilliant idea, providing of course that Dave doesn't mind.

Why on earth would I mind? Good advice and information is always appreciated.

[KimH]

Why on earth would I mind? Good advice and information is always appreciated.

Thanking you most kindly sir.

[KimH]

Eish!!!
I decided to take out a paid ad on a popular advertising site, EVERY single response I received was other people trying to sell me their services and/or products!!
Unsolicited marketing irritates me beyond words.

[Justloadit]

Eish!!!
I decided to take out a paid ad on a popular advertising site, EVERY single response I received was other people trying to sell me their services and/or products!!
Unsolicited marketing irritates me beyond words.

Yes I get this kak too, goes with the territory, I just tell them to sod off.

[Perform Computers]

Well, on a good note, I got a new client a few days ago. :-)

What did it take? I walked in, dropped off a business card, and left. That's it! Boss wasn't even there. They called me a day later, to fix some e-mail problem. After that they were very pleased with my work, and after a month of doing this and that for them ( paid invoices ), they decided to sign an SLA. And I now also do their e-mail & domain hosting!

All this from a single walk in with a single business card. 5 pc +1 server company.

It is possible. Hang in there.

[Mark Atkinson]

Eish!!!
I decided to take out a paid ad on a popular advertising site, EVERY single response I received was other people trying to sell me their services and/or products!!
Unsolicited marketing irritates me beyond words.

Eish. If you are going to spend money on paid advertising, I wouldn't go with advertising sites, per say.

I would have a website set up and pay for a Google Adwords campaign to attract potential customers. That, or set up a Facebook page, invite all your friends and then run a paid Facebook advertising campaign. (I've received good results here.)

The ultimate would be to do both simultaneously. In my opinion, having a web presence nowadays is essential.

Good luck.

[Scarab]

Hello there,

I can so relate to what you have said. I have an idea or two for you. You are welcome to contact me on info@scarabmarketingandconsulting.com

Regards

Cara

[Dave A]

Hi Cara,

I guess you won't be dealing with social media marketing in that one-on-one chat you want then