What I Told My B2B Client Who Needs More Leads
My client provides a service to businesses and organization. We'll just say they keep things secure.
Well this client lives in a town that even though it has grown still feels like a small town. There are either big box stores or mom and pops and not much else in between.
As with so many service providers I talk to, the catch is that you would love to business in your community, however the businesses are either big enough they have an internal team or they're still small enough that they're not quite thinking about this service yet.
So that means that the target audience is in the nearest metro.
Cold emailing and cold calling is frustrating my client. Their brand visibility online is still in start up stages. And they really just need a couple clients added to their list to meet their EOY goals. So what do they do?
Well first, I said pretty quickly I'm not your cold prospecting person. 😂
I don't answer those emails. I don't answer those DMs. Most of the time, I don't even read them.
Why?
Trust.
If I'm hiring someone to provide a professional service for my business, there is a very good chance I'm going to start with someone I already know, someone I've been watching, or someone another person I trust recommends.
So rather than telling my client to start sending 50 cold emails a week, I sent them this quick list of things to brainstorm in our next session or start taking action on right now.
...And I thought I'd let you in on the conversation.
1. If You've Already Paid for the Chamber. Let's Use It.
Before you sign up for another networking group, go back and look at the memberships you already have.
Start With the Relationships You've Already Paid to Access
And I don't mean, "Go to more lunches." Although those are good things to do.
Actually look at what your membership includes.
Are there committees you can participate in?
Member directories?
Introductions?
Regional partnerships?
Events with larger employers?
Sponsorship opportunities?
Ribbon cuttings?
Leadership programs?
Connections with economic development organizations?
Opportunities to teach or speak?
If you're already paying for access to a business community, figure out how to use that access strategically. You don't necessarily need 100 more contacts. Sometimes you need to develop 10 of the contacts you already have.
2. Join a Built-In Referral Group
Before you look for massive marketing hacks, look for rooms where people are legally obligated to help you grow.
Find a Group Where Referrals Are Built Into the Model
And I don't mean a generic networking mixer where everyone just hands out business cards and leaves.
Find a dedicated referral group where members actively work to pass leads to one another.
Are they structured for weekly accountability?
Do they have active referral tracking?
Are members incentivized to bring you warm introductions?
If no one in the room immediately becomes your client, a true referral group will still work behind the scenes to get your name out there.
Sometimes, you don't need a wider net, you need a tighter, more committed crew of advocates.
3. Stop Networking Only Where You're Comfortable
If your ideal clients aren't hanging out at your favorite local spots, you shouldn't be spending all your time there either.
So yea, you may have to drive to the metro!
And I don't mean forcing yourself to enjoy crowded rooms full of people you have nothing in common with.
Actually look at the business networking groups in and around your metro area.
Where do decision-makers gather?
Which local associations hold monthly roundtables?
What industries hold regional events near you?
They might not be your favorite places to spend a Tuesday morning, but if they have your ideal clients, that is where you need to be showing up.
Growth happens outside of your comfort zone.
4. Drop the Pitch and Bring the Donuts
The fastest way to build local brand awareness is to stop selling and start giving. Bring value first, with zero strings attached.
And no, I didn't tell them to walk in with a brochure and ask, "Is the owner available?" 😅
Actually walk through the doors of your ideal client companies in town with treats.
Stop by with fresh donuts, coffee, or local sweets.
Do not try to talk to the decision-maker or pitch your services.
Just drop off the gift, tape your business card to the container, and leave a couple of extras.
We even designed a custom 4x4 card with a simple well-wishes message from the client to leave behind. People love when you walk in just to brighten their day.
When you remove the pressure, you build instant trust.
5. Your Face Still Needs to Be Seen Around Town.
If local business leaders don't recognize your face, they aren't going to think of you when a problem arises. Show up consistently where things happen.
And I don't mean showing up once a year to a massive annual gala.
You want local business representatives to recognize you as a part of their community and eventually think:
"Yeah, I've got a guy for that."
Actually look for local business-related events in your areas to attend regularly.
Ribbon cuttings for new storefronts? Be there.
After-hours mixers? Be there.
Local economic development panels? Be there.
The business representatives in your town need to see your face repeatedly. They need to develop a relationship that feels natural so when someone asks for help in your niche, they immediately think, "Yeah, I've got a guy (or gal) for that."
6. Go Be Part of Your Community.
Give back locally and share the story. The best local marketing doesn't look like marketing at all. It looks like genuine community involvement.
Invest in Your Community and Let People See It
And I don't mean writing a check behind closed doors and keeping quiet about it.
Actually look for ways to pour back into your local community, both inside and outside the business sector.
Volunteer for local non-profits or community clean-ups.
Sponsor a youth team or a neighborhood event.
Post about the experience online and share the details.
Talk about the organization's mission and why it matters to you. People trust people, not logos. Showing your connectedness and realness online is more important now than ever before.
So, if you’re tired of sending cold emails into the void.
And ready to build a local business presence that actually works, start with these steps. Pick one, test it out, and give your local community a reason to trust you!
What about you? What is one strategy or local marketing effort that has actually moved the needle for your business in your community?
Drop it in the comments! I’d love to hear what’s working out there.
P.S. If you’re a local business owner looking at your EOY goals and thinking, "I know I need to fix my marketing and lead gen, but I don't have the time to figure it all out alone," let’s talk.
I’m currently offering a free 30-minute coffee chat to help you audit your current approach and see if working together via consulting or coaching is the right fit to get your engine running. No pressure, just a practical conversation.
Shoot me a direct message or visit my site to grab a spot.
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