How to reach business clients

Step by step

Follow these practical steps to get started right away:

1. Choose 1 or 2 places where your target group is present. Start small to keep focus.
2. Read the information for each channel carefully.
3. Write down the actions you will take and schedule them for the coming weeks.
4. Test and check what works. After a few weeks, analyse which actions bring in most customers. Decide what you can adjust, and what your next steps should be.

Online channels to find business customers

1. LinkedIn

LinkedIn is focused on business contacts so is definitely suitable for entrepreneurs who want to reach out to other businesses. Here is how to use LinkedIn:

• Optimise your profile: Use a professional photo, clear title, and a strong summary that directly sets out what you do and for whom.
• Be active and visible: Share tips, news, and updates that suit your target audience. Posting regularly, for example once or twice a week, helps you stay visible.
• Respond and start conversations: Respond to others' posts and offer tips and advice in LinkedIn groups to make yourself visible.
• Use the search function: Search by job title, industry, or business to find decision-makers and send a short, personal message.

Actions to start using LinkedIn right away

Start improving your LinkedIn profile and join at least 1 relevant group.
Download and read the tutorial Acquiring customers via LinkedIn. 

2. Search engines

Many new clients start their search through search engines such as Google and Bing. How do you make sure your business is found?

This is how to use search engines:

• Google Company Profile and Bing Places for Business: Complete your company profile with clear information, photos, and contact details. This helps especially with visibility in your area.
• Search engine optimisation (SEO): Use the right keywords in your texts and make sure you have a clear, well-functioning website. This means search engines will find your website more easily.
• Search engine advertising (SEA): With search engine advertising, you pay to appear at the top of search results. This allows you to reach businesses actively searching for your products or services.

Actions to start improving your findability in search engines right away

Use keywords that your customers use such as ‘sustainable packaging supplier’. Put them on your pages and in blogs.
Download and read the tutorial Customer acquisition with SEA. 

3. News sites and trade magazines

Business decision-makers also find contractors through news sites and trade magazines. How should you use these?

• Find out which trade magazines or news platforms your target audience reads.
  -  Ask existing customers which news websites, trade magazines, or platforms they read to stay informed.
  - Do online research on which media are popular within your sector. Search on terms such as ‘best trade magazine construction industry’ or ‘news platform SMEs’.
  - See if your competitors advertise in certain trade magazines or on websites. Chances are your target audience can also be found there.
  - Contact news sites and trade magazines. Many platforms share statistics about their reach and target audience. Ask for this information to see if it suits your customers.
• Place ads or informative articles (advertorials) that match your target audience's interests and needs. This helps you to stand out and build trust. For example, write an advertorial about a common problem in your industry and show how your product or service solves it.
• Combine online and print: Online ads provide quick visibility, while articles in trade magazines show that you are knowledgeable about the topic.

Actions to start advertising right away

Choose 1 trade magazine or news site that your target audience reads and explore advertising or content opportunities.

4. Newsletter

Sending a regular e-mail newsletter helps keep your business customers interested.
How to best use your digital newsletter?

• Collect e-mail addresses. Place a subscription form on your website or social media or ask permission during events.
• Share tips, trends, and updates that help your target audience. Make your emails short and easy to read.
• Use a strong call-to-action. For example, ‘Download the step-by-step guide’ or ‘Request a free consultation’.

Actions to start right away with your newsletter

Create and publish a subscription form for your newsletter.
Write a simple newsletter with 1 practical tip or valuable update. Send it to existing contacts who have given you permission to mail them.

Physical places to find business customers

1. Networking events and trade shows

Entrepreneurs often get the most orders by networking. The more people you know, the more likely it is that a client will be among them. How to get the most out of events?

• Prepare well. Make a list of businesses or decision-makers you want to speak to. Practise a short, powerful pitch.
• It can feel challenging but approach new people and ask questions about their business and needs.
• Make sure you collect contact details during the event. Send a short message after the event to keep the contact warm.

Actions to get started at networking events and trade shows right away

Choose 1 event to attend and set a goal, such as having 3 valuable conversations.
Download and read the tutorial Finding customers with acquisition and networking.

2. Collaborations

By working together, you can leverage each other's networks.
How to use collaborations?

• Find partners who serve your target group. Work together with businesses that offer complementary services or products.
• Make clear agreements. Set up a joint action together, such as a combined offer or promotion.
• Ask for recommendations. Get existing customers to recommend you within their network.

Actions to start collaborating right away

Make a list of entrepreneurs in your network who can complement you in your work. Schedule a meeting to discuss a collaboration.

3. Local networks and shared workspaces

Places where different entrepreneurs work or meet are ideal for making new business contacts. How can you use these places effectively?

• Participate in local events. Many municipalities and shared workspace organisations hold meetings and networking activities.
• Work occasionally at a shared workspace location. By being visible at a flex spot, you will automatically connect with others.
• Join business associations. This expands your network close to home.

Get started with shared workplaces

Find a shared workplace or network near you and join a meeting.

Any questions?

Call the KVK Advice Team on 088 585 22 22 for free advice. We can be reached on working days between 8.30 and 17.00.