Have you wondered how a new specialized agency can generate leads?
I’ve had two people ask me this week: “So… if you’re so new to this market, where are your clients coming from?”
Let me tell you a little bit about where my first 10 wedding SEO clients have come from, since I just started working in this market less than five months ago.
Organically From my Niche Microsite
I have a whole separate website from my generalist agency website that is all about SEO for wedding professionals (read more about why I chose to do that here).
Because it’s so niche and so specific, it only took a few well-optimized pages and blog posts to start ranking for very specific, important niche keywords (like “wedding SEO services”).
Thankfully, this is not a super saturated space, so competition isn’t crazy. With just a bit of time and a bit of work, I was driving organic search traffic to the website. I have now gotten several leads who said they found me just by searching online.
In March, I launched a monthly webinar series called the SEO Lunch & Learn. I’ve now done two webinars.
These have been great for generating interest, making connections, and getting in front of people in a pitch-free, personal way.
The webinars have also given my friends and contacts in the wedding industry something specific to share to their networks that is high-value and not overly promotional.
On that note…
Advocates Making Connections For Me
I am so, so grateful that some of my contacts and my first free work clients have gotten on board to support me in making connections.
These awesome people have been willing to share my content and webinar registration with their friends and private Facebook groups.
This has been an amazing way to make connections because people just naturally trust people they know personally. A personal recommendation for a service provider brings so much credibility with a prospect.
When someone else is saying “Hey, I think you guys would get a ton out of this webinar,” it is referral gold.
I have had a couple clients who reported that they found me because “my friend shared something you posted.”
Referrals from Other SEO Professionals
As soon as I declared I was going to specialize in wedding industry SEO, I started to get referrals from others in the SEO industry.
These are people who have a bigger audience than I do, who are getting more work than they can handle. When they get an inquiry from a wedding-related business, they’ve been suggesting that the prospect contact me instead.
This has been a huge advantage of specializing—The fact that others, including my peers, know exactly what type of work I am looking for.
Attending Events with My Target Market
The last way I’ve been finding my initial clients is by attending in-person meetups and events with my target market.
I love women entrepreneurs and professionals in the wedding industry, so this has been so fun for me. I found a couple local meetup groups for creative professionals and have been attending them.
I don’t go with the intention of shoving my business cards at people, but the subject of what work you do naturally comes up. I’ve gotten a lot of questions, a better understanding of the market, and a couple local clients this way.
The Specializing Turbo-Charge
All of these strategies for finding clients have felt like they’re on turbo-charge since specializing.
For my generalist web design work, I did receive referrals and attend networking events. But it took so much longer to build up trust and get any work out of it.
Specializing and becoming an expert on a very specific topic has allowed referral sources and prospects to trust me in probably 1/10th of the time. It has been awesome, and truly what I had hoped.
I hope these strategies inspire you to get out there and connect with the right clients for you. Which one do you think would be most successful in your niche?