What Happens to Marketing if You Can’t Take On Any More Clients?
Marketing still plays a crucial role in establishing and future-proofing your brand’s identity and presence.
Congratulations, You’re Ready for a New Strategy
So you’ve reached a point in your company’s career where you can’t take on any new clients. This is a great problem to have, but it doesn’t mean you should throw in the towel on your marketing efforts.
Marketing works beyond just attracting the interest of new customers. In this post, we’ll walk you through the pitfalls of an abandoned marketing practice and how you can pivot your marketing strategy to set your brand up for long-term success.
Beware of the Gilded Cage
You might be tempted to try to save money in your budget by halting your marketing efforts, but abandoning a marketing practice often ends up costing more in the long run.
Marketing is more than finding work at the present moment. Marketing is how your brand shows up in the public eye. It establishes credibility. It helps you secure leads when it is time to grow, internally and externally. Imagine if a brand stopped posting in 2021 because they had “enough work”. No potential lead or employee wants to visit a website or social media pages and discover the most recent post is one with individuals wearing masks during COVID-19.
Protect Against The Pitfalls.
To avoid these slip-ups, your new marketing strategy should not be abandoned, but revisited. Companies who can’t take on new work today can formulate new plans around thought leadership, value-add content, and their team culture to strengthen their brand, protect their current customer base, and secure future work. See how below.
How to Change Gears:
Become a Thought Leader, Become the One They Remember.
An industry thought leader is a person or brand that others trust for insights that shape the future of their field. In practice, thought leadership marketing can look like…
Publishing articles on LinkedIn that reflect on brand findings and their predictions for the industry moving forward
Sharing related news to the industry so their followers stay in the know
Curating guides/recommendations for other businesses and leads to learn from
Thought leadership makes your brand’s name recognizable and builds credibility. So when your community is looking for potential partnerships and future customers need your services five years from now, your brand is the first name that comes to mind.
Fortify Customer Relationships to Defend Against Hungry Competitors
Your current customer base is solid. Now it’s time to strengthen those relationships. Curating value-add content is a great way to fortify your customer base so your competitors’ marketing efforts can’t steal them if they try.
Value-add content provides helpful information to your current customers. This includes newsletters with industry updates, curating free downloadable guides, and writing blog posts to help them maintain their products. When your customers feel that you go above and beyond to provide them with value, they become more likely to recommend you to others. That means when you are looking for more work, more are ready to turn to your brand.
Plus, you may be surprised by the opportunities that can arise from generous partnerships. One of our clients was recently featured in a national trade magazine because they provided so much value to their customer of 17 years. Good marketing creates surface area for opportunity (and you just never know where it might come from).
Great Marketing Finds Great Talent
When applying for open positions, expect applicants to vet your brand through your website and social media accounts. Marketing strategies that post content celebrating team member work anniversaries, company milestones, and photos of team events attract high-quality talent because great people want to work for great companies. Show the world that you value your employees, and you’ll find more gems in your applicant pool.
Build a Waitlist to Safeguard Against Dry Spells
Celebrating your current wins doesn’t mean you have to miss out on potential opportunities. Collect the emails of potential leads and add them to your marketing newsletter. Newsletters help leads keep you in mind for future project opportunities.
Plus, when it is time to take on new partnerships, you don’t have to settle for B or C leads. Your wait list lets you choose partners that are the best fit for your services.
Interested, but need help? Give us a shout here.