Embarking on a new journey is often the most challenging part, and this holds true for startups trying to land their first clients. Even with the most innovative and remarkable concept, a company doesn’t truly exist until there are consumers willing to invest in your product or service.
Amanda Webster, an expert in business management, has extensive experience in aiding startups in her role as COO at Fund & Grow, a nationwide lending initiative that links entrepreneurs with potential funding. Webster focuses on guiding new businesses at Fund & Grow, helping entrepreneurs transition from their initial concept to securing those crucial first customers.
“I particularly enjoy the essence of the American dream—where individuals can pursue their passions,” Webster notes. “They can begin modestly and expand… Observing that transition and journey is gratifying; watching people radically transform their lives and gain not just financial stability but also the freedom to follow their interests and nurture their passions is incredibly rewarding.”
With over 20 years of experience assisting in the inception of law firm startups, Webster has gained insight into what it takes to attract those pivotal early customers. Here are her four strategies for discovering your first clients—and ensuring they return.
1. Leverage the online space
On average, Americans spend around seven hours daily online. Utilizing social media and search engines with their vast reach is crucial for every company. It’s also a cost-effective method to promote your brand. Creating accounts on platforms like Instagram, Facebook, and TikTok is free, and allocating a budget for small campaigns to enhance your visibility on Google is also quite affordable.
“Having a presence on all available platforms is vital because you never know where your potential customers might be,” says Webster. “Younger audiences may frequent Instagram, while older demographics may lean towards Facebook and LinkedIn. It’s free—capitalize on that organic reach and get established.”
Participating in relevant social media groups can significantly benefit your business. “There are countless Facebook groups tailored to every industry,” Webster states. These free groups can serve as invaluable resources for learning and connecting.
After establishing your social media footprint, focus on creating engaging content to draw in customers. Make it enticing for them to click that “follow” button by ensuring your accounts genuinely reflect your brand, which may include anything from expert advice to lighthearted insights about your offerings.
2. Engage in-person
Once we step away from our screens, genuine face-to-face connections can be incredibly impactful. Webster recommends joining local chambers of commerce, networking gatherings, and other low-barrier in-person events. “Attend those gatherings; make an effort to be present,” she suggests. “In today’s world, networking is crucial for your expansion.”
Engaging in these environments will serve multiple purposes—you’ll forge relationships with potential clients as well as valuable mentors, both vital for launching your business successfully. And don’t get so fixated on acquiring customers that you overlook the chance to learn from mentors who have already navigated the terrain you are exploring.
“No level of education or workplace experience can replicate the exposure you’ll gain from engaging with individuals who have achieved success in your field,” remarks Webster. “Surrounding yourself with those who are more knowledgeable is invaluable. I strive not to be the smartest person in the room unless I’m teaching; I want to learn from everyone I interact with at every opportunity.”
3. Consider traditional advertising
Investing in advertising can be a wise next move once you’ve taken advantage of all accessible free methods to promote your business.
To avoid wasting resources on ineffective advertising, it’s essential to have a clear understanding of your target audience. Webster advises learning everything possible about them—their demographics, where they spend their time, and their activities. This knowledge allows you to tailor your outreach effectively.
“Advertising encompasses a variety of options. It could be Google search advertisements, social media promotions, or placing a sign in a community area,” she explains. “For a national focus, online methods are crucial. Locally, consider venues like medical offices or even mobile billboards on your vehicle! There are numerous ways to advertise, and it is essential.”
4. Integrate customer satisfaction into your business strategy
Once you’ve successfully attracted those initial clients, ensuring their satisfaction is paramount for retention. “Client success should be the core of your business strategy,” emphasizes Webster. Regardless of whether you provide a product or a service, understanding how to deliver value will encourage repeat business.
One major pitfall Webster observes in startups is the failure to create a comprehensive business plan from the beginning. This oversight can greatly influence how they attract and retain customers. Instead of making sure that initial customers are satisfied, they often end up disappointed. “Dedicate time to developing that strategy and workflow prior to launching,” she advises. “Addressing negative reviews and unhappy clients is much more challenging than doing the groundwork upfront.”
Your objective is to leave customers so pleased with your offerings that they feel compelled to leave positive feedback and share their experiences with others. When they are satisfied, not only will they advocate for your brand (hello, free marketing!), but they will also return as loyal clients.
