How to get clients when you’ve changed who you’re marketing to


Your business has been humming along just fine. And if you were anyone else, you might be perfectly happy with where things are at.

But not you.

You see opportunity in a new market or by doing something a little differently than you’ve always done it. And it’s time to stop merely thinking about it. It’s time to start marketing it.

But where? And how?

Diving into a new niche or a new market is, in some ways, like starting over again. And in the beginning, it’s those personal connections that mean the difference between success and stagnation. If you’re wondering how to get clients when you’ve changed marketing strategies, audiences, or both, keep reading.

This list of three steps is intended to remind you how to go about effectively meeting new people, making new connections, and networking — not just for the sake of chatting — but networking with a clear purpose in mind.

Step One: Make a list of ten ideal potential clients

Yes, literally. Make a list.

Don’t know who any of your potential clients might be? Well, you’ve got to spend some time researching who they are, first.

The good news is, social media gives each of us ways of stalking potential clients. We can view brands on Twitter and see their list of followers. We can join Facebook groups and see their lists of followers. And we can click any profile on Instagram and see its list of followers, too.

Your job is to create a list of ten potential clients. If your potential client is a brand or a company, make sure you drill down and identify the individual(s) that would be the most likely to actually hire you.

Step Two: Create digital connections

A business’s biggest asset is its ability to reach the right people. You’re going to start building up your own ability to do this by developing your own “connection database” for these new types of clients you’re trying to reach.

To do this, simply:

  • Connect with these individuals on the best social media platform for you — it could be Instagram, LinkedIn or any other platform that’s the most appropriate for the kind of work you do.
  • Aim to try to find out as much about these new contacts as you can, especially what groups they’re a part of.

Through a little investigative research, you’ll likely uncover a thing or two about the communities these individuals live within.

Step Three: Identify three “events”

It’s challenging to get people to do new things, attend conferences they’ve never heard of, or buy things from people they don’t know.

Rather than fighting the current of what people are comfortable with, put yourself in places where these people already are hanging out.

Find three events, conferences, meetups, gatherings, chat rooms (do chat rooms still exist?), or other places you can be this year. The ones that make your list ought to have audiences containing people like the contacts you’ve identified or their influencers (ie potential partners for your company).

And then sign up for these.

Get yourself at places where you can have personal, one-on-one conversations with potential clients, educate them about what you do, and then follow up those conversations with a personal email.


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