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The name of the game these days is information and it is everywhere.
Are you creating enough informative, educational content on your site to attract readers and turn them into prospects?
What do I mean by this?
The internet has changed the way that people search for information when trying to solve a problem. Now we turn to our favorite search engine, type in a few works and wait a minute for the results. We scroll the listing, click on the links and check out the websites listed. In a few minutes, we can evaluate a company, anytime of the day, at our own leisure without ever having to actually contact the company and talk to anyone.
Now the key to search engine marketing is being listing within the top three pages, because research has shown that most people do not look beyond the first three pages.
They are looking for information and looking for the site that provides the information they need. They will look at a number of sites and if the site has lots of content, they will stay around and read what is available.
However, you want to turn readers into prospects, right?
So how do you turn readers into prospects? Well you want readers to do one or more of several things that shows a true interest in what you have to say and offer.
- Sign up for your rss feed
- Subscribe to your newsletter
- Become a fan of your Facebook page
- Follow you on Twitter
- Post comments on your blog
- Invite you into their network on LinkedIn
However, even at this stage they are still readers, but on their way to becoming prospects and hopefully clients.
Now you want to get them fully engaged.
How do you do this?
By providing readers useful information in a variety of formats, such as:
- Blog posts
- White Papers
How do you know what they want and how they want it?
- Try running polls on your blog, website, Facebook page or LinkedIn profile.
- Send out a survey to your newsletter subscribers
- Ask them on your blog, Facebook page or LinkedIn groups
Ask them what they want to know and how they want to receive their information. Although videos and audio is popular, the written word remains the most popular form of information gathering.
Do they want blog posts, eBooks, podcasts, videos, webinars or presentations? Find out and see how many of ways you can present your information.
What other ways can help you turn readers into prospects?
Show readers that you can help them solve their problem. Remember it is all about them, not you.
- Case studies
- Online portfolio
- Free consultations
- Trial offers
Use Google analytics to see how people are accessing your information. Track what they read, download, pages they enter on and exit pages. Analyze what pages they spend the most time reading, where they go once they read that page.
Don’t forget to put a contact form on your website so that readers can contact you. Make it easy for them to contact you. Respond quickly.
No matter what business you are in. Potential customers want to know that you have the answers that they need, content shows that you do.
Are you providing enough content to turn readers into prospects?
She’s got your attention. She struts in wearing her chest hugging short sundress with her big boobs popping out. You see her, how could you not? The women frown and the men stare. She has everyone’s attention. Isn’t that the point? She needs attention and knows how to get it.
While many may say that it is inappropriate to wear this sort of outfit to church, it is disrespectful coming to church looking like a whore. What if she is a whore, then, why would she dress any other way?
The question is can you beat her at getting attention?
Lack of attention is a one of the biggest complaints that couples have in relationships. Well your business is about relationships also, are you giving your clients enough attention? Customer service is the number one complaint from customers.
One sorry fact is that businesses don’t realize that they are in the relationship business.
You may sell software, but you are selling it to people and people crave good relationships. People will buy from a higher bidder due to a better relationship with that bidder. They feel more confident that the person will do the job, because that bidder has taken the time to build the relationship, which instilled trust.
Take two electronic salespeople:
The first walks up to the customer looking at televisions and asks, are you ready to buy?
His likely answer is no still looking.
The salesperson walks away, on to find the person who is ready to purchase.
The next salesperson walks up and says, Hey, howya doing?
“Good, how are you?”
So, are you interested in buying a new television for the family, I see you are looking at the big screens here.
Yeah, trying to decide which the best television to get, not really sure.
Well do you have kids that will be playing video games on the television?
Yeah, they probably will.
Then the salesperson goes on to tell him how some are better for playing videos, and answers all the customers questions with patience and a friendly attitude. During the conversation, he even tells a little about his family. He finds out all he can in an easy manner about what the customer’s television needs are and only shows him televisions that fit his needs. He shows the customer television that are on the higher end, the customer says, whoa, that’s too much.
He says; well let’s look at these over here. You can get a great television at a lesser price but you may have to get a smaller television or go with fewer options.
In the end, he sells the customer a television and the customer is happy with his purchase. He can go home and explain to his family the great buy he made (because the salesperson took the time to educate him) and they too will be happy with the purchase.
In the manner of maybe 30 minutes, the salesperson was able to build a relationship and sell the television. He built the relationship by paying attention and listening to the customer’s needs and desires.
The point is, business is about relationships, it really doesn’t matter what you are selling.
Whether you are trying to turn a prospect into a client or keep you current clients happy, attention goes a long way.
Suggestions on ways to give your prospects and clients some desired attention:
- Create a database of prospects and current customers
- Send them an email just to get in touch, see if they have any questions
- If they have questions, follow-up with a phone call
- Record the information that you receive from them in the database, the questions they asked, your answers and any other information that they give
- Note any personal information that they give to you: birthdays, spouses and children’s names, hobbies, associations, reading habits, movies they love, everything.
- Find ways to become more personal with them, send birthday or anniversary cards. Send a quick email asking how the son did at the track meet, ECT.
- Send a subscription to a magazine for one of their hobbies
- Send them articles that you think they will enjoy other of business related articles (send the business ones also)
- How client appreciation events for local customers
- Send a couple of tickets to an event that you think they will enjoy
- Tell them about upcoming events going on in your city that you think they will enjoy. They say they like wine, send them info about a future wine tasting.
- If they invite you to an event, go
- Send a handwritten thank you note, telling them that you appreciate them being your client
There are so many things that you can do on a regular basis to show your prospects and clients some love and attention.
Try to make keeping in touch something that you do on a regular basis in small ways. Clients want to feel appreciated even if they don’t say so directly. You may find that in turn they will show that they appreciate you buy referring additional business to your company or writing a glowing testimonial for your business.
Are you showing clients that you appreciate them?
What are some of the ways that you show your appreciation?
You can always comment on my Blog, connect with me on Facebook, Twitter, join my LinkedIn group Marketing and PR for Professional Service Firms, sign up for my NEWSLETTER. or Contact Me.