6 Ways to Generate a Following (And Expand Your Clientele)

As a small business owner, you might find that your company doesn't have much of a reputation. It's not that people don't like you – they just don't know you. Larger companies and corporations have the advantageous of already being on the community's radar. People might be more inclined to trust these businesses because they've heard about more about them, whether from friends, family, or media sources. This doesn't mean you're out of the game. On the contrary, you have the opportunity to make a name for yourself and, most importantly, to decide what that name will be. Of course, this can't be achieved without active community engagement. If you want to build a following and increase your clientele, you'll need to make stronger connections with your prospective client base. Following are six tips for generating a positive reputation. 

Create a blog – and post frequently.
One of the best ways to engage with potential clients (and members of your professional network) is to start blogging. This might not seem like your cup of tea; perhaps you're not a skilled writer, or you're worried you won't be able to come up with enough original content to keep your blog updated. But regardless of these anxieties, you have something to say – and your followers want to hear it. Maybe all you're able to contribute is your opinion on the latest product trend, or a few photos from a recent project. The point is to make your voice heard and maintain your presence as an authority in your field. 

Interact on social media.
It's a pretty safe bet that most of your clients and prospects use social media in some form or another. Take the opportunity to virtually mingle with them on Facebook, Twitter, LinkedIn, and any other sites that you check often. Post regular updates about what your team has been up to and what blog posts you've written lately. If you're part of a relevant LinkedIn group, offer your professional input to others in the industry. By marketing your social media personality as friendly, enthusiastic, and helpful, you're demonstrating a commitment to exceptional community involvement. 

Respond quickly to comments, questions, and concerns.
Online interactions shouldn't be a one-way conversation. Encourage current and prospective customers to give their feedback and to ask any questions they may have. If you receive a comment, try to respond as soon as possible, even if it's only to thank them for a kind remark. In the worst-case scenario – a negative review – it's essential to treat the situation with utmost care. (For more information, read our post on Dealing With Online Complaints.) Providing a speedy response to anything posted on your page will show that you're dedicated to great customer service. Furthermore, it will help you resolve any potential issues in a timely manner. 

Say "thank you".
As a normal, well-mannered human being, you should be used to thanking people who offer you their time, business, or services. But as a business owner, saying "thanks" isn't just about speaking the words or typing them out on a social media site. Show your gratitude by sending a handwritten card or a small gift to anyone who brings you new business. This will make you look more professional (and much more genuine). 

Go the extra mile.
Don't stop at thank-you cards. Follow up with former clients periodically to make sure they're still satisfied. Send out special offers or coupons. Go all out and host a customer appreciation event in your community. These gestures will put you way ahead of the competition in terms of client relations and public engagement. 

Make referrals a piece of cake. 
Chances are, you've got several clients who would be more than happy to give you a glowing review. But people don't tend to seek out review pages or write a referral unless they're prompted – and even then, the task might seem too time-consuming. Make the process easier by including a "tell a friend" button on your website, emailing referral forms to your top clients, or posting a reminder on the front door of your office building. By putting the opportunity right in front of them, you're increasing the likelihood that they'll spread the word about your services. 

Have other tips for improving community engagement? Share them below!