As creatives, it’s easy to become completely absorbed in our work. After all, what we create is often a direct expression of ourselves – we are the work and it is us to a great extent. And while we want to share our talents and gifts with the world, we frequently revert to a “Field of Dreams” approach with our clients and prospects, believing ‘if we create it, they will come.’
For a hobbyist, this approach may work. For a creative business owner, this is a surefire formula for relatively few clients and customers, lackluster sales and a faltering business.
While brilliant creatively, many creatives are challenged in building and growing a successful business. There is so much to do that doesn’t feel particularly “creative” to us. Marketing and promoting ourselves, our services and products can feel like something we have to do, rather than a natural extension of our fun, creative selves. We may unexpectedly find ourselves making one of the biggest marketing mistakes we can make, as we are easily absorbed in the process of creating while challenged in getting the word out.
What’s the biggest marketing mistake creative business owners make? Not keeping in touch with past customers, current clients and prospective customers! There are a number of ways to keep in touch and avoid this biggest marketing mistake, and you can do so with ease when you have the right processes and business systems in place.
Here are some simple ways to keep in touch:
- Communicate regularly with clients with email marketing.
- Participate in social media marketing to connect and engage with clients and prospects.
- Create a fun poll or survey to generate interest and interaction with prospects and clients.
- Send handwritten “Thank You” notes.
- Send out postcards and greeting cards for birthday, anniversaries and special occasions.
- Pick up the phone! Call and check in with past clients. Follow up with prospective clients who have recently requested information about your services or products. Reach out to colleagues and strategic partners currently working with your target market and ideal client.
- Invite ideal clients to live, local events or virtual events of interest.
The phrase “Out of sight, out of mind” was probably originated by a creative entrepreneur or business owner who learned the hard way! Avoid the biggest marketing mistake and stay visible with your clients, prospects and partners. Always be in mind, so that when they’re in need of your services and products, you’ll be the first person who comes to mind.