I don't have a boss, weekly reports, or team meetings. All marketing, selling, and performing work for my clients falls squarely on my shoulders. If I'm going to pay my bills, I have to get new clients. To get new clients, I constantly ask myself: How can I improve my online marketing in order to draw my ideal client to my website?
I know I need to be in all the right places. Showing up online is good, showing up authentically and resonating with my ideal client, is better. Search optimization tactics work at getting traffic, but as a solo-entrepreneur and personal brand, what I really want is a steady stream of qualified leads to my website, not just traffic. Quality is far more important than quantity.
So when I want to get new clients, I go back to the basics. Tweet this tidbit!
Here's what I do:
1. Get Curious. Take your online marketing to the next level by developing a genuine curiosity in people. Try to put yourself in your customers’ shoes. I ask myself things like: I wonder what it feels like to spend $$ on advertising and not get any new clients. What would I do to change that?
Curiosity takes you out of your self-serving ideas and helps you see the world through a new lens. Curiosity helps you understand your clients and to find the keywords they are using in search queries.
2. Differentiate. You have to be really honest with yourself about what you do. I know you want to 'play big'. You will, but only if you can sustain your efforts. Most burn-out happens because the desire to 'be' someone is greater than the desire to be yourself.
Differentiating is the first step to seeing your worth. It can be a scary place to go, but once you own “what you really want to be known for”, you will be able accomplish more than you thought possible.
You have to own your own stuff. What do you want to be known for? You are the 'go to' person for (fill in the blank).
3. Define your ideal client. It is a natural tendency to talk about how perfect you are for the work you do and and how all your experiences have brought you here, to this place, of giving your gifts to the world…
That is all good. But, there’s a need to move from the ego-centric mode and start looking outward. When you are clear about what matters to you it is easier to get clear about what matters to your ideal client.
Narrow the audience to widen your circle of influence.
When I help my clients attract quality visitors to their website, we work on defining the ideal client before tackling keywords, phrases and traditional SEO tactics.
Not getting traffic is a symptom. The cause is lack of clarity and content. When you don't know who you are talking to, it is hard to know what to talk about.
4. Keyword Research. Once you've tied your solution to the needs of your ideal client, it is time for a reality check. Keyword research is the first feedback mechanism to tell you if you understand your ideal client.
What are the questions and queries and what does Google say about it? Keyword research shows you how to match your content, to be the most precise fit for those queries.
Done correctly, keyword research will give you insight into the needs…the question under the question, the pain and confusion, the hopes and dreams of your ideal client.
Keyword research can help you better define the language to use when reaching your ideal client.
5. Inspire Yourself. Showing up starts at home, in your inner life. Connect with why you are doing the work you’ve chosen. I mean, seriously, you picked this. Out of all the jobs in the world, you gave your heart and soul to this. Reclaim the passion that led you into your work. Own your inner wisdom and let it guide you.
6. Don't Get Distracted. How many blogs are you reading? How much time are you on Twitter and Facebook? The amount of information to get through is insane. It’s a paradox because curiosity takes you to new frontiers, but those outer places are often distracting rather than empowering. Here's a great test to see if you’re being empowered or distracted: Ask yourself, “what do I want to be known for?" Then look at what you’re reading. Is it helping you to be better at what you want to be known for?
Give yourself freedom to ask for what you want and give the world freedom to say yes or no. That will take the fear out of differentiating. Stay true to yourself, connected to your “why.” Stay empowered rather than distracted.
The world needs you to show up, stand for something meaningful, and do remarkable work.
Guest post written by Tami Smith, a Search and Social Media Marketing specialist with a soft-spot for people who doing meaningful work. She knows how search works, what makes Google love you and how to show up when someone is looking for your solution. SEO for solo entrepreneurs; the best way to speak the language of your perfect people.
Power Chicks Chime In: What I love about Tami's article is how relatable she makes the technical aspects of search. It's all about heart after all! Your thoughts?
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