Welcome back to My RD Journey! If you read last week’s blog, you will already know that this is part-two of my tips for marketing yourself and gaining clients. (Click to read last week’s post). I hope part one gave you a few good tips to get started with marketing within your business. One thing is for sure, marketing yourself and your services is a constant. Don’t fool yourself into thinking that one ad will do the trick or one networking event will give you all the clients you need. For part two of my marketing tip series, I delve into more of my tips that revolve around the “constant marketing” idea. Enjoy!
#6 – Always Carry Business Cards
No matter where you go, always carry your business cards with you. I have handed out my card to clients on the train or even while waiting in line at the supermarket. You never know when an opportunity may arise for you to build a connection. I typically carry 5-6 cards in my wallet, so I always have some with me, and a small stack in my purse/work-bag.
#7 – Attend Networking Events
Make it a goal to attend some sort of networking event at least once per month. Join your local business associations or Chamber of Commerce to find events that would be worthwhile for you to attend. When going to networking events, be open-minded with everyone you speak with. Even if you think someone would not benefit from your services or even be interested, they may know someone who is. Also, don’t just push your card on someone within the first few minutes of meeting them. Get to know who they are, what they do in business, and even goals they may have. I will often ask fellow business owners how they got into their current role and if they see themselves growing or changing in the future. Don’t just talk to someone with the sole purpose of giving them a card and walking away. Make a more meaningful connection. Often times, I will wait until the end of the conversation to say, “I had a great conversation with you, would you like to swap cards so we can chat more in the future about ___?” Sometimes, I will even wait until the other person asks for my card, which almost always is the case. I also try to follow-up with a short email a day or two after the event.
#8 – Don’t Be Afraid to Try Something New
If you feel like you have been trying everything to get your name out there, you may have thought about paying for advertising. While my first paid advertisement was a total waste of money, I learned a lot about my business and future marketing campaigns. Before paying for advertisement, think about whether or not the ad will target your ideal client. My first ad was on a food placement at a diner. I don’t even read those things and for some reason I thought it was a good idea to try my first year in business. Needless to say, I didn’t get any clients after the ad ran for practically 4-months. Yet, I recently had the opportunity to run an ad in my local paper (FREE) and I gained 3 new clients the same day the paper went out. The second time around, my ad was much better and the paper actually reached clients in my area. Bottom line here is that just because something failed once, doesn’t mean you can’t try again. Be open to changing your strategy.
#9 – The Power of Word-of-Mouth
I would say about 80% of my clients and 100% of my contracts have been from word-out-mouth marketing. It is oh so powerful! How people perceive their health and nutrition is often very personal (and emotional), so having a warm referral from a friend or family member will make it much more likely that they will use your services versus searching out another Dietitian (even if they are closer). I have spoken at conferences and had audience members refer businesses to me. I have done lunch-and-learns and had my facility contact recommend me to other partners for cooking classes. I have even had Dietitians recommend me to other RDs for help on starting a business. Do not assume that in order to get clients you need to pay for ads or marketing in some way.
#10 – Do Your Best Always
Tips #9 and #10 really go together in the marketing sense. Word-of-mouth marketing is so strong when you make a positive impact on someone. To put it simply, if you are good at what you do, your work/service sells itself. If your clients/partners see that you have a passion for nutrition and really go above and beyond for their needs, then they will have no trouble singing your praises. Take your role seriously in any opportunity you have, whether free or paid. Even if you feel like an event is not worth your while (once you have arrived), still strive to perform and show your best side. This includes the idea that you should not “burn your bridges” because I always find a previous connection resurfaces later in my business. I tell my interns and any new RDs I work with that, “You never know who is watching.” As I mentioned previously, I have had a lot of big contracts form after someone recommended me after hearing me speak. Again, the person who saw you may not be your ideal client; however, who they recommend you to just may be. Bottom line, do your best, even if you think no one is watching (or reading).
What marketing tip has helped you the most? Share with me how this post has helped you or share another tip you have for gaining clients!