In today’s business world it’s key that we don’t just digitally attract customers, but that we convert digital connections into business dollars.
By now you’ve hopefully taken action and added to your online presence with blog posts, new connections, commenting and sharing interesting content, sending email newsletters and so on to make it easier for potential clients to find you. This will also help reiterate your influence and position you to existing customers as an expert and engaged adviser.
We know customers are spoiled for choice when it comes to finding a provider, and that it’s six to seven times more expensive to attract new clients than it is to keep existing ones happy, so the effort you put into adding to your online footprint benefits both potential clients and existing customers. Keep it up!
So now that you’re online and being seen, how do we convert this presence into commercially viable interactions and dollars through the door?
Ask yourself, do my pieces of content ask the reader to take action – otherwise known as a ‘Call To Action’ (CTA)? If not, you’re taking people on only half a journey, not the full one that ends in them landing on your website and making contact! We want to move customers forward on the journey to committing to you. You can find more information in the ‘Blog Like A Pro’ piece I wrote.
The next step is to consider creating landing pages. These are individual pages on your website that relates directly to the piece of content readers have come from. So an article in your newsletter about estate planning would direct readers to a page with all the information presented clearly upfront, with a CTA you want readers to undertake. In this example it could be as simple as a line saying ‘Have you thought about your Will yet? Call me to have a chat’.
Another smart way to convert and delight potential customers is to look at groups that exist in your data base and pick out trends or behaviour that relate to them. Creating clusters based on similar attributes and behaviour is known as psychographics and is a powerful way to unlock knowledge from data you already have. As the saying goes, like attracts like, so you can be confident that approaching potential clients with strategies and products in place that work for your clusters is likely to have a higher success rate.
Let’s Walk the Talk and unpack these ideas some more, watch the video below and go through the workbooks to begin.