One day a young businesswoman asked her accountant, “Where can I cut costs?” The accountant said, “You don’t need to cut costs. You need to add clients.”
Have you ever felt like that young businesswoman? You keep trying to cut costs, hoping you’ll find the money to pay your bills, maybe even your salary.
But at some point just cutting costs won’t save a business. To survive you have to bring in new revenue, either by finding another job or finding new customers.
If you’re like me, you want the customers.
Most of my clients come from referrals. I love those kinds of clients. They usually know what they want. Then they ask friends or colleagues if they know of anyone who can help. When the economy dried up in 2008, however, most of the referrals dried up too.
Sometimes I find clients by going to in-person networking events.
Woody Allen once said, “80 percent of success is showing up.” What he didn’t say was you have to show up a lot.
For example, last year I joined the board of a professional organization to get more exposure within the group. I received my first referral after one year of consistent participation. Recently a business coach told me that my experience is typical of people trying to grow their business through in-person networking.
In the January 8, 2014 issue of the Marketing Minute, Marcia Yudkin said, “When you stop marketing, your business contracts. The same downturn occurs when you depend solely on who you know.”
Yudkin used as an example a client who had closed her consulting business. The client said calls for new projects stopped after six months of no marketing.
In the past I have committed the crime that many small business owners make—when I have work I don’t market myself; when I don’t have any, I start marketing.
I don’t want to live like that anymore. I hope you don’t either.
Start working now on your content marketing plan so you can bring in you new clients next year and beyond.