I've worked for over 30 years mainly as a technical director for a digital marketing and web development agency, and I've had the pleasure of working with some amazing clients across different industries and niches.
My professional skill sets are many and varied, but I realise there are a few core things which must be useful to someone...
- I am very good at problem solving, especially where technology and processes are concerned, I can define and build software to make processes streamlined or automated... And document them too.
- I can build and host content managed websites with bespoke integrations where required which look great and specifically tailored to allow the client to easily update themselves.
- I can develop Web sites, applications, mobile and watch applications and automated scheduled integration systems within various Microsoft technologies, with .NET C# and SQL Server being a particularly strength.
- Search Engine Optimisation has been a big part of my role for years and I can implement a solid technical foundation or audit a site and report what's going wrong.
- For years I have handled email campaigns for major clients such as Alton Towers and Machine Mart and got the very best open and click through rates.
These are just some of the skills I'll be focusing on presenting going forward and so my perfect client is someone who has a problem with their digital Prescence and needs it sorting, someone who has previously had issues with email campaigns or search engine visibility and needs to understand why (and get it sorted).
A particular strength of mine is troubleshooting issues and communicating them to the client without trying to blind with acronyms and BS...
Now I know what my perfect client looks like, how do I find them?
This is probably the best way to find new clients, because it means that someone who knows me and my work has recommended me to someone else who is possibly in need of my services.
It also means that you already have some trust and credibility with the potential client, which makes the process easier.
So I need to ask my existing clients for referrals, testimonials, reviews, etc.
This is another great way to find new clients, because it allows me to meet people who are in my industry or need my services, or who have similar interests or goals.
I need to network online or offline, through social media platforms like LinkedIn or Facebook groups, or through events like meetups or conferences. I need to be genuine and helpful, not salesy or pushy and offer value, opinions and advice, not pitches and promotions. Build these relationships first, then hope opportunities follow.
- Content marketing
This is a more long-term strategy, but I'm hoping it can be effective if done right. Content marketing is basically creating and sharing valuable content that attracts and engages my target audience, and showcases my expertise and authority.
They can be in the form of blog posts (well, you're reading this!), videos, podcasts, eBooks, webinars, etc., some of which I am more comfortable with than others. The goal would be to educate and entertain, not sell directly. But by doing so, I can build trust and loyalty, and eventually leverage that?
I've always worked for a company so have never needed to promote myself in this way, it's all new and daunting but I feel it's something I have to do to keep my skills relevant for the future and put them to good use!
What about you? Who is your perfect client? And how do you find them?
If you find this article interesting, could you please do me a favour by sharing it or commenting below, I would love to hear your and other peoples' thoughts on this subject. Thank you
Date: 05 Apr 2023
Author: Craig Pickles (YorkshireTechy)