The Best Clients Swim Upstream

<p><span style="font-weight: 400;">In my business I like to use the content I create in articles, blog posts, white papers, podcasts and interviews to develop a position in marketing called omnipresence.</span></p> <p><span style="font-weight: 400;">Omnipresence means your prospects can't look in any direction bumping into you. Somebody is talking about you, somebody is showing them you, you are in the media they see you on socials. </span></p> <p><span style="font-weight: 400;">The most effective thing you can do for yourself is to put yourself in the</span> <span style= "font-weight: 400;">centre</span> <span style= "font-weight: 400;">of the right group of people who you want talking to each other about you. This will lead to a mass of potential clients to “swim upstream” into your network and start paying you money.</span></p> <p><span style="font-weight: 400;">To evidence the power of this phenomenon, I outline my client acquisition data from the last full year of the consulting arm of my business.</span></p> <p><span style="font-weight: 400;">For the year I attained 76 new clients. 10 of them came to me directly from my marketing, two found me through my wife and eight others had worked with me over the years but are now in their own business or are fronting a new business and sought out my services. The “eye popper” a whopping 63% of last year’s new clients amounting to 45 businesses “swam upstream” via my network (of which I am in the centre of).  </span></p> <p><span style="font-weight: 400;">Eleven (11) came from purchasing a book. That too is a little deceptive, because most of them said they bought the book as the second thing after hearing about me somewhere in a newsletter they read, or someone mentioning me to them. They then went to Amazon and bought a book. </span></p> <p><span style="font-weight: 400;">There are two things about these numbers that I think are extremely instructive. </span></p> <p><span style="font-weight: 400;">One is that upstream is a significant strategy. </span></p> <p><span