How To Grow Your Client Base
The life of a service provider is a rewarding but exhausting one. From leading and managing a business to serving clients, you not only have to run the marketing machine of your small business - you also have to hold space for those you serve.
It can wear on you, I know, showing up for your clients every day then transitioning into active “marketing mode” to keep your waiting list filled and referrals streaming.
What if there was an easier way? A way in which prospective clients don’t need your hand-holding in order to move from “referral” to “client”?
There is (whoop whoop)! And it’s one you’ve likely heard of before - utilizing a lead magnet, or “opt in.”
What is an opt-in?
If this is a review for you, feel free to skip this section! However, if you’re wondering, what in the world is an opt-in?, stick around for a second.
An opt-in is a free offer - a value-laden piece of content that packs a punch with actionable information your prospective clients can use to benefit their current situation.
It could be a step-by-step plan, a valuable checklist, a video tutorial, a workshop or audio training. It could even be a free session or introductory call with you.
Whatever the content is, it’s free - monetarily. In exchange for access to the content, they provide their email address or another form of contact information. This information fuels your lead list of prospective clients.
Here is mine as an example:
Why do I even need an opt-in?
Your freebie, or opt-in, does a lot of the heavy lifting for you, helping you remove some of that marketing grunt work from your to-do list.
An opt-in helps filter out those who are a great fit for your services, as well as those who aren’t. Those who download your opt-in and willingly give you their contact information in exchange are self-vetting prospects. They are interested in amending the struggles of their current situation and are willing to move forward with receiving help - from you!
What could you do if you spent less time searching and vetting prospective clients? Spend more time with more clients, making more money? Or, trade that time for time off (like, a vacation!?)
Let your imagination run wild here, friend.
5 Opt-In Ideas for Service Providers
Alright, you’re ready to create an opt-in, but now what? What kind should you create - a PDF, a checklist, an ebook? The options are endless, but I’ll name a few to get you started.
Free Consultation or Session. This one is a classic, but it is the easiest offer to get started with quickly. Within 20 minutes you could get a booking link set up and prospective clients booked. However, this one is the most time-consuming upon delivery, as you’ll need to spend time 1-on-1 with your prospect. This option is best for therapists and coaches who take an intimate approach to serving their clients and who need to ensure personality fit.
Private Podcast. If you consider yourself more tech-savvy and love speaking, a private podcast may be for you! In exchange for their email address, prospective clients can access a private podcast with episodes you continually upload or with static episodes you’ve recorded in the past. Tip: If you’ve recorded any workshops or videos in the past, you can strip the audio and upload to a private podcast!
Email or Audio Course. If you love to teach and have a unique approach you need your prospective clients to really get, consider creating a 5-7 day course dripping out pre-recorded content, ending with a discount or exclusive offer for your services.
Utilize Close-Friends on Instagram. Leverage your close-friends list on Instagram or create a private social account with exclusive, members-only content. This could be a place where you provide more 1-on-1 attention to individual community members, receive feedback, and host more live trainings.
Share Resources. Create a massive list of curated resources (booklist, courses, etc.) that you then share as a downloadable PDF. Be sure to include links!
My number one piece of advice - don’t get hung up on what kind of opt-in to create. The most important thing is to get one up and running quickly.
As long as it provides clear, actionable and valuable information, your audience will utilize the resource and thank you!
