Client Attraction Checklist: 12 Essential Marketing Tasks

1. Know Your Audience: Define who you’re targeting and what you’re offering.
2. Optimize Your Website: Make it mobile-friendly, fast, and easy to navigate.
3. Create Valuable Content: Write blogs, guides, or videos that solve client problems.
4. Engage on Social Media: Focus on platforms your audience uses most.
5. Use Email Marketing: Build segmented lists and send personalized messages.
6. Boost SEO: Use targeted keywords and improve site speed for better search visibility.
7. Offer Free Consultations: Build trust by showing how you can help.
8. Network Effectively: Partner with businesses and join online communities.
9. Start a Referral Program: Reward clients for spreading the word.
10. Run Paid Ads: Use platforms like Google or Facebook to target specific audiences.
11. Track Data: Use analytics to refine your strategies.
12. Stay Consistent: Focus on small, regular efforts for long-term success.

Key Tip: Start with 2-3 strategies that align with your goals and track your progress. Simple, consistent actions can lead to steady client growth.

Seriously… pause, take a deep breath, and realize you are not on the hook for ALL 12 of these all at once. Slow and steady progress wins every time.

1. Identify Your Target Audience and Define Your Offer

Define Your Target Audience

Knowing exactly who you want to reach is the first step in attracting the right clients. Start by looking at both demographics (like age, income, and job roles) and psychographics (such as values, hobbies, and lifestyle preferences) of your ideal customers.

Build detailed buyer personas based on actual data instead of guesses. For instance, you might target parents aged 35-45 in upper-middle-income households who prioritize education and seek tailored learning solutions for their kids.

Use multiple data sources to verify your audience:

• Customer Surveys: Gather insights directly from current clients.
• Social Media Monitoring: Track discussions and trends in your industry.
• Competitor Research: Analyze who your competitors successfully cater to.

Not sure where to start? Our membership includes customer surveys templates and a market research class along with support from a marketing consultant and fun, interactive community.

Define Your Offer

Your offer should directly solve your audience’s problems and make it clear why it’s valuable to them. Highlight the main solution you provide, what makes it stand out, the benefits clients will gain, and the results they can expect.

For example, a tutoring service might offer AI-driven personalized learning plans delivered online, promising a 15-20% grade boost within one semester.

Test your messaging with a small group of your target audience using tools like A/B testing to see which value propositions strike a chord.

Once your audience and offer are clearly defined, the next step is making sure your website is set up to turn visitors into paying clients.

2. Improve Your Website for Client Conversion

Your website is like your digital storefront - it needs to turn visitors into clients. To do this effectively, focus on three key areas: mobile-friendly design, clear calls-to-action (CTAs), and showcasing social proof.

Make Your Website Easy to Use on Mobile

A mobile-friendly site isn’t optional anymore. Studies show that 61% of users won’t return to a mobile site they found hard to use, and 40% will head straight to a competitor’s site instead ^[6]. Here’s what to prioritize:

• Fast Loading Times: Aim for pages to load in under 3 seconds and ensure navigation is simple with clear menus and breadcrumbs.
• Readable Layouts: Use text sizes and layouts that are easy to scan on any device.
• Accessibility for Everyone: Follow accessibility standards, like adding alt text for images and maintaining good color contrast, so all users can navigate your site easily.

Craft Clear and Compelling CTAs

Your CTAs should guide visitors toward taking action, whether it’s scheduling a consultation or downloading a guide. Make them specific and engaging. For example:

• Replace "Submit" with "Schedule Your Free Consultation"
• Use "Get Your Custom Quote" instead of "Contact"
• Change "Learn More" to "Download Your Marketing Guide"

Testing different CTAs through A/B testing can help you find what works best ^[2].

Our members enjoy our landing pages class and our compelling calls-to-action class alongside ongoing feedback and a supportive community.

Use Testimonials to Build Trust

Social proof is powerful. Well-placed testimonials can make visitors feel confident about choosing your services. Here’s how to make the most of them:

• Highlight specific results and third-party reviews, like those on Google Business Profile.
• Add visual elements, such as client photos or video testimonials, to make them more relatable.
• Place testimonials near key decision-making spots, like pricing pages or service descriptions.

Once your website is set up to convert visitors, you’ll be ready to focus on creating content that keeps your audience engaged and interested.

If you have a hard time collecting and managing your testimonials, we recommend using Senja (it’s what we use) because it includes forms (like this!) and cool graphics (see below) or embeds.

3. Develop a Content Marketing Plan

Having a clear content marketing plan can set you apart, especially since only 39% of marketers actually document their strategies. By focusing on creating targeted content that solves problems for your audience, you can build trust, establish authority, and turn potential leads into loyal clients.

Create and Share Useful Content

Your content should focus on addressing the challenges your audience faces. Think how-to guides, case studies, industry insights, or resource lists. Pair blog posts with extra resources like checklists or templates to capture leads. For instance, a fitness coach might include a downloadable "7-Day Meal Plan" PDF alongside a blog post about healthy eating.

When crafting content, use data-backed headlines that clearly highlight benefits. Research from Orbit Media shows that articles with specific promises tend to attract more readers ^[7].

To make the most of your efforts, follow the "Create Once, Publish Everywhere" approach. Here's how to repurpose content effectively:

Our members LOVE our content repurposing class, and ongoing support for their marketing efforts.

"You can have beautifully written blogs, stunning social posts, and expert-level content, but if each piece doesn't guide your audience toward a specific next step, you're leaving conversions on the table."

Adapt your content to suit each platform while keeping your messaging consistent. For example, LinkedIn posts should be professional and in-depth, while Instagram content should be short and visually appealing.

Use analytics tools to track how your content performs. This will help you see which formats and platforms drive the most engagement and leads, allowing you to refine your strategy and focus on what resonates with your audience.

Once your content is ready, social media can amplify its reach and help you connect with your audience in meaningful ways.

4. Use Social Media for Audience Engagement

Social media is a powerful way to connect with your audience, build relationships, and highlight your brand. Success comes down to choosing the right platforms and keeping your interactions consistent and meaningful.

Choose the Right Social Media Platforms

Focus on platforms where your audience spends their time. Pick ones that fit your goals and content style:

Tailor your content to match each platform’s strengths. This helps you connect better and expand your reach.

Stay Active and Engage with Followers

Consistency builds trust. Even if you post less often, focus on creating quality interactions that resonate with your audience.

Tips for meaningful engagement:

• Reply quickly to comments and mentions to encourage conversations.
• Use tools like polls and Q&A features to interact and gather insights.
• Highlight user-generated content to strengthen community ties.
• Monitor engagement metrics to prioritize quality over quantity.

"TikTok's repost feature boosts visibility and drives sales through strategic collaborations." - Kiana Safari, Social Media Content Creator ^[4]

Social media management tools can help you stay on schedule while keeping your interactions genuine. A smaller, active audience is often more valuable than a massive, disengaged one.

With an engaged social media audience, you’re ready to deepen these relationships through email marketing.

BUT… it’s always important to remember you don’t own your followers, social media changes all the time, and it’s typically not a transactional channel (people don’t go there to buy). If your time is scarce (who’s isn’t?!?!) get your email marketing set up FIRST.

5. Implement Email Marketing

With email usage expected to hit 4.73 billion by 2026, email marketing remains a powerful way to connect with leads and strengthen client relationships.

Build and Segment Your Email List

Start by creating opt-in offers that attract people genuinely interested in your content. Once you have a list, divide it into segments to send tailored messages that speak directly to different groups.

Why bother with segmentation? Because segmented campaigns achieve 46% higher open rates and generate 58% of total email revenue.

Set Up Automated Email Sequences

Automation lets you scale your email efforts while keeping them personal. Design sequences that guide your audience through your sales funnel step-by-step.

Here’s what a strong email sequence might look like:

1. Welcome Series: Kick things off with a welcome email that introduces your brand and its perks. For example, Lululemon uses their welcome emails to highlight subscriber benefits and direct readers to their blog.
2. Nurture Sequence: Share value-packed emails to educate and keep your audience engaged. Research from The Annuitas Group shows that nurtured leads make purchases that are 47% larger than those from non-nurtured leads.
3. Engagement Recovery: Win back inactive subscribers with targeted campaigns. Bonobos, for instance, retains 25% of potential unsubscribers by offering options to adjust email frequency.

Although Lululemon and Bonobos are ecommerce/retail businesses, as a service business you can also welcome new subscribers (we’ve used ecourses to help people get a sense of ‘what we’re about’) and educational high-value newsletters to nurture leads and make sales.

With email marketing, you’re only limited by your imagination.

"The more personalized your emails are, the more engaged your customers will be." - Anablock, Marketing Strategy Expert ^[3]

Keep an eye on metrics like open rates, click-through rates, and conversions to fine-tune your strategy. Consistency, clear CTAs, and delivering value are key to keeping subscribers interested.

Start slow… and don’t overdo it. Set expectations (e.g., monthly newsletter) and stick to it.

Once your email marketing is running smoothly, it’s time to focus on making sure your business is easy to find online.

6. Improve Visibility with SEO

With 53% of consumers turning to search engines to research products before making a purchase, optimizing your website for search engines is a must.

SEO boosts your online presence, builds trust with your audience, and works hand-in-hand with content marketing and email campaigns by driving organic traffic to your site.

Research and Use Keywords

Keyword research is the backbone of showing up where your potential clients are looking. Focus on long-tail keywords - specific phrases that match your business and location.

For example, instead of a generic term like "lawyer", try something more targeted like "family law attorney in New York." This approach attracts visitors who are more likely to need your services.

Tools like Google Keyword Planner and Semrush can help you find keywords that strike a balance between search volume and competition.

Optimize Website Elements

Did you know the average page load time is 2.5 seconds on desktop and 8.6 seconds on mobile?

Speed is a major factor in search rankings. To improve visibility, focus on optimizing key elements like page titles, meta descriptions, and schema markup. These tweaks not only help search engines understand your site but also encourage users to click on your links.

Mobile optimization is also critical.

Your site should work flawlessly on any device. Pay attention to technical details that improve SEO, such as compressing images for faster load times, using schema markup for better search results, and maintaining SSL certificates for site security.

"Technical SEO ensures your website is not only visible but also provides a seamless user experience, increasing both traffic and conversions."

Keep an eye on your SEO performance with tools like Google Analytics and Google Search Console. These platforms help you track organic traffic and pinpoint areas for improvement. Regular updates and maintenance are essential to stay ahead as search algorithms evolve.

Once your site is optimized, you’ll be ready to turn that increased visibility into real client connections.

7. Offer Free Consultations

Offering free consultations is a smart way to build trust and show potential clients how you can help them. It's also a proven method to boost conversions - studies reveal that free consultations can increase conversion rates by 40%.

Make Booking Easy

Make sure your booking system is easy to find on your website, ideally in the main navigation or on service pages.

Tools like Calendly can minimize back-and-forth scheduling emails by up to 75%, making the process smoother for everyone.

Plan Your Consultations

A well-structured consultation should include:

• A brief introduction to set the tone.
• A discovery phase to understand the client’s needs.
• A clear explanation of how you can help.
• An actionable plan for the next steps.

Keep consultations between 30 and 45 minutes. This timeframe is long enough to provide value but short enough to keep prospects engaged.

After the meeting, send a personalized follow-up email within 24 hours. Summarize key points and outline the next steps. This simple step can increase conversion rates by up to 50% compared to sending generic or delayed follow-ups.

Using tools like Zoom or Google Meet can add extra value to your consultations. Features like screen sharing and session recording make it easier to communicate and revisit key points.

Once you’ve turned consultation participants into clients, focus on strengthening those relationships through networking.

8. Build Relationships Through Networking

Did you know that 70% of small businesses rely on networking as a core marketing approach? It's a powerful way to drive growth and open new opportunities.

Collaborate with Other Businesses

Teaming up with other businesses can help you reach more people while benefiting both parties. Here are some ways to make these partnerships effective:

"Connecting with other businesses helps you build your community." ^[4]

Take Mala the Brand as an example. By partnering with complementary brands, they successfully increased their visibility and reached a broader audience.

Participate in Online Communities

Getting involved in online communities is a smart way to showcase your expertise and attract potential clients.

How to engage effectively:

• Share practical advice that aligns with the community's interests.
• Join discussions in your field and respond quickly.
• Offer solutions to problems being discussed.
• Build genuine connections before introducing business opportunities.

Choose communities that align with your goals. For instance, local groups can be great if you're targeting regional clients. Interestingly, 52% of thriving small businesses engage on social media daily ^[6].

To measure the success of your networking efforts, track:

• The number of new connections made
• Leads generated through these connections
• How many leads convert into actual clients

Networking isn't just about meeting people. It builds trust, opens doors to collaborations, and often leads to referrals. These relationships can help you grow your client base without spending extra on marketing.

9. Create a Referral Program

Did you know that 92% of shoppers trust recommendations from friends and family the most? A referral program can turn your happy customers into loyal advocates for your brand.

Build a Referral System That Works

Designing a referral program isn't rocket science, but it does take some thoughtful planning. Here are the key components of a successful system:

A study by the University of Chicago found that non-cash rewards are 24% more effective than cash. Think about offering perks like service upgrades, exclusive content, or premium features instead of direct money.

Show Gratitude and Reward Generously

Acknowledging referrals is key to keeping the momentum going. Take SimpliSafe as an example - they offer a $100 Visa gift card to referrers and provide discounts to new customers ^[3].

Track your top advocates, send personalized thank-you notes or emails after every successful referral, and highlight their contributions in newsletters or on social media. This not only shows appreciation but also inspires others to join in.

Harry's nailed this approach with their milestone-based referral program, collecting 100,000 emails in just one week. They offered instant rewards for sharing, proving how effective a well-thought-out system can be ^[3].

Once your referral program is up and running, it's time to look at paid advertising to take your growth to the next level.

10. Use Paid Advertising

Paid advertising can boost your marketing efforts by helping you reach new clients and grow faster. Recent data shows that businesses combining paid ads with their existing strategies often see quicker client acquisition results.

Start with Targeted Ads

Platforms like Facebook, Google Ads, and LinkedIn offer powerful tools to reach specific audiences. For example, Facebook has over 3 billion monthly active users and 200 million businesses ^[4], making it a strong option for both B2B and B2C campaigns.

Here’s how to get started:

• Set a manageable daily budget and run small, focused ad groups aimed at specific client segments.
• Tailor your visuals to match the platform and appeal to your audience's preferences.

Monitor and Optimize Ad Performance

To make the most of your ad spend, keep a close eye on performance metrics like:

• Click-through rate (CTR): A higher CTR indicates your ad resonates with the audience.
• Cost per acquisition (CPA): Understand how much you’re paying to gain each client.
• Return on ad spend (ROAS): Calculate the revenue generated compared to your ad spend.

Use A/B testing to experiment with different ad copy, visuals, and calls to action (CTAs). Review your campaigns weekly to make adjustments based on the data.

You can also integrate paid ads with email marketing by directing traffic to landing pages that capture leads. From there, nurture those leads through your marketing funnel. Paid ads can drive targeted traffic, giving you valuable data to refine your overall strategy.

11. Track Marketing Data and Adjust Plans

Making decisions based on data is essential for understanding your audience and improving how you attract and keep clients. By analyzing marketing data, you can fine-tune your strategies and achieve better results.

Set Up Analytics

Start by using the right tools to track your marketing performance. Google Analytics is a must-have for monitoring visitor behavior and conversions on your website.

Here are some key metrics to keep an eye on across various channels:

To manage multiple tracking codes, consider Google Tag Manager. It simplifies tracking for website analytics, ads, and even social media. Connect it to your social accounts to gather data across platforms seamlessly.

Use Data to Improve

Turning data into actionable steps is where the magic happens. Regular A/B testing is a great way to see what works and what doesn’t.

Here are three areas to focus on:

• Content Performance: Find out which content drives the most leads and replicate its success.
• Channel ROI: Compare the return on investment (ROI) of each channel and shift your budget to where it performs best.
• Conversion Funnel: Look at where potential clients drop out of the process and make adjustments to improve conversions.

Tools like Google Data Studio are helpful for visualizing and understanding your metrics. Regularly reviewing your data ensures your strategies stay effective as trends shift.

"Regular data analysis helps businesses identify and optimize their most effective content marketing channels, leading to an average 25% increase in website traffic", according to HubSpot's case study findings.

12. Summary and Next Steps

This checklist has provided 12 practical steps, ranging from improving your website to using paid ads, to help you attract and keep clients. The secret is keeping things simple and staying consistent as you put these strategies into action.

Start by picking 2-3 strategies that match your current business goals and resources. Here's a quick framework to help prioritize:

Keep an eye on your progress using the analytics tools mentioned earlier.

For better results, consider these tips:

• Focus on impact and resources: Start with website updates and the social media platform that resonates most with your audience. For instance, if your target audience is younger, TikTok - with its 30% daily engagement rate - could be a great option ^[4].
• Start small and grow: Choose one high-impact channel to begin with. For example, Mala the Brand initially focused on TikTok collaborations before branching out to other platforms ^[4].
• Track and tweak: Use the tracking tools you've set up to monitor key metrics like conversion rates and client acquisition costs. Adjust your strategies based on what’s working.

Pick your top strategies and create a focused plan that aligns with your goals. By taking it step-by-step, you’ll develop a reliable and scalable system for attracting clients as your business grows.

Need help? Schedule a marketing strategy consultation.