Local advertisers always look for effective ways to prospect new clients in good times (and bad). No matter the state of certainty or uncertainty in the world – there is a small window to market your brand to customers or business clients in the open marketplace.
Between grappling for attention spans, cutting through the noise, and differentiating yourself from the competition – you need to know who your ideal prospect is, how they want to interact with you and what challenges you solve for them.
It’s important to understand that this strategy doesn’t create success overnight. Selling is a process – but taking practical steps with your prospects is vital. Establishing trust and authority right off the bat will put you at the top of the shopping list.
Four Tips To Prospect Effectively
There are several ways to prospect potential clients that will last a lifetime. Look at a few tried and tested prospecting efforts and why they work.
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Email marketing
Email marketing can take your business to the next level. Use this opportunity to segment your prospective clients based on their industry and develop a series of quick, tailored messaging to them over a few weeks or months. Through a customer relationship management (CRM) tool, you can target your specific prospects, link to content, and check real-time data to see what’s resonating with your opportunities.
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Leverage existing customers
Working with your current customer base is free and can cut down time spent on the selling process. According to Consumer Gravity, consumers take 79 days to research a high-value or high-cost purchase. Having an existing customer testimonial can help make that decision happen more effortlessly.
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Stand out from your competitors
Find a weakness or gap among your competitors and capitalize on it by showcasing what you can bring to the table. Be personal and vulnerable – it goes a long way with consumers looking to make a big purchase or switch from a competitor.
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Create thought leadership content
Your company needs to create effective thought leadership content with information and insights nobody else would have through blogs, e-books, or whitepapers. These pieces are perfect for your prospects to see because they need to know you have authority and expertise in the space. In addition, you can leverage your content in email marketing and social media. According to LinkedIn.com, when thought leadership is done right, it can be highly influential. Sixty-five percent of respondents said a piece of thought leadership content changed their perception of a company for the better.
With the volatile nature of the economy or events like a pandemic – this is where most advertisers panic. They begin to cut marketing and advertising efforts out of their budgets, making the job as the seller more difficult. However, that’s where you can pivot your strategy to prospect industries with a history of surviving even the most difficult times.
Recession-Proof Industries to Prospect
Several industries always thrive in a time of crisis or uncertainty. Let’s take a look at a few and the justification for why they may thrive during economic downturns or recessions:
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Financial Services
Bills don’t stop even when uncertain times hit. As a result, consumers may turn to financial services for advice, best practices, and guidance on saving effectively.
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Food & Drink
Everyone needs to eat to live. As a result, consumers may begin buying more foods on sale, purchasing generic brands, buying in bulk, or leveraging coupons. Alcohol also begins to see increased consumption as people opt out for entertainment or cope with stressful times.
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Automotive and transportation services
Consumers begin to ditch their vehicles in uncertain times for more cost-effective options like ride-share services or local transportation. There are best practices, future trends, and opportunities that local advertisers in the automotive and transportation service can capitalize on during uncertainty.
With the experts at AdCellerant, you receive dedicated support and training. Want the complete list of recession-proof industries? Then, lets get in touch!
Be the First Choice Every Time
Whether marketing to private customers or business clients, selling is now about becoming the most appealing connection in an open marketplace. Inviting customers to find your brand is the best option for their needs. Here at AdCellerant, we want to ensure businesses understand who their potential clients are, how they operate, and what they need to find success.
If you want to know more about a potential client, what they expect from you, and how to make it clear you are a valuable business partner, download our whitepaper: Become The First Choice for Potential Clients.
