I was recently speaking with another broker, who was working on starting up their own business and becoming an AR. They were still new to running a business and was having trouble figuring out how to find clients to build their portfolio.
6 months ago, I was in the same position; I started out my company solo without an established client list. Starting from scratch with no prior experience of how to market myself to draw in any clients was a challenge, let alone figuring out what my target audience was and how to market myself to them.
It took some time, but now I have figured out what my target market is and what I need to do to appeal to clients. Now I would like to help people, like this new broker by sharing what I have learnt and some tips that I wish I had known when I started out.
This is part 2 in my series covering what I have learnt about running a successful business in my first 6 months, and it covers my top 5 tips on how to find your target audience and gain clients. You can find part one here.
1- Choose your target market.
Finding the perfect customer for your business can be tricky. What you want in your perfect customer can and will be completely different to what another company starting up at the same time wants. To help determine what your ideal client is, try asking yourself some questions like:
Once you get a better idea of who you want to target you can start focusing on them and moving forward. I work as an all-rounder working with both public and business to find them insurance deals.
2- Educate the customer
Your role as a broker is to find the customer the best deal for them, which also means making sure that they are fully informed about possible policies, the policy’s benefits and the current market for insurance. Most customers would have looked at some different insurance options before going to a broker, but they may not have been able to understand each option fully and missed some important details.
Providing information sheets, brochures and articles about the different types of policies available for them along with a verbal explanation will ensure that the customer is fully informed and educated about their decision.
3- Engage with your audience
Having an engaged audience online is an important part of building your brand’s reputation and making sure that your company is painted in a good light.
A recent study by marketing company G/O Digital found that 60% of people look at a brand’s Facebook page or other social media before buying a product or service at a bricks and mortar store. They also tend to look at whether a brand is active on their page, how they interact with the people who engage with their content and the company reviews to determine if they will spend money with that company.
Create engagement on your page by posting relevant and interesting content (it doesn’t all have to be insurance related, it’s okay to have fun with sports and what’s happening in the office) on a regular basis and answering all questions and comments quickly.
I engage with my clients on my LinkedIn platform where I share industry related content and articles that are directly relevant the current insurance market.
4- Test and measure your marketing.
When it comes to advertising your services, sometimes the message you choose to market yourself with can miss the audience by a mile, but that’s okay. Finding the best way to market yourself is all about trial and error. Test out a variety of campaigns and messages to see which one your audience responds to the best, then remove the ones that don’t work.
One way of doing this is called A/B Split Testing, which is a method of optimising your ads content such as headlines, message, images, call-to-actions, or a combination of them all work best for your audience. This method is designed to be used to optimise Facebook advertising but can be applied to any form of digital marketing.
Remember that when you are changing up your marketing message be sure to measure everything. You can’t tell if a program or strategy is working if you are not keeping a close eye on and tracking your results.
5- Building brand awareness
Once you have developed your brand and decided on your target market, you need to make people aware that you are now open for business. The best way to do this is to put your business out there and market yourself. There are multiple platforms where you can start setting up your brand presence but arguably the 2 most important ones are your brand’s website, and at least 1 social media platform.
A few other ways you can build brand awareness are: targeting your marketing on your target market, building a strong social media presence, utilise word of mouth and referrals to promote your brand and make your brand easily identifiable with a unified design and logo across all platforms.
Building your client list when starting out on your own can be challenging and a lot of hard work. Like most things in business it takes time for your reputation as a company to spread and attract more clients, the best thing you can do to help this is to work on your brand marketing and figure out who you want to work with and target as clients.
If you need help finding your target market or even just need advice on operating a business, I offer a 30-minute coaching review session. During that session, I provide my advice on if and how help with these steps will help your business. To find out more email me at email@example.com or phone 0401 109 324.