Are you looking to increase your company’s exposure while also keeping your current clients happy? If you are like most companies, you have noticed the importance of creating a lasting relationship with your clients. While the majority of companies focus primarily on acquiring new clients your current clients are just as if not more important. The average conversion rate of a new client is between 5-20%, which translates to an increase in new lead requirements. However, the majority of a company’s revenue stems from its current clientele which has a much higher conversion rate of 60-70%. Clearly, it pays to invest in building a trusting and meaningful relationship with our clients.
Avoid Commission Breath
One of the best ways to initiate a conversation with a prospective and existing client is through the use of social media. This is where most companies get it wrong. After your audience has expressed an interest in either you or your services you don’t want to push yourself or product on them. This tends to scare potential clients away and is often referred to as commission breath. Just like in actual dating no one wants someone who is desperate. When you fixate on selling to a client it can make them feel unheard, not to mention it makes them wonder why your amazing product isn’t flying off the shelves. By listening to your audience you can identify key issues they may be struggling with. Once you know where it hurts you can explain just how your product or service can help them with that issue. It seems simple right?
Know When To Stop
Turns out it can be more difficult than it sounds to know when to stop selling and just let them come to you. A great way to increase the number of opportunities you have to convert your audience is with what I refer to as a Taco Bell date night. Basically, it is a low investment on your part that can benefit your audience. Do you remember what I said about knowing where it hurts? Great, because you want to take those pain points and make a freebie that will either help identify them or provide them with a way to reduce the pain. It provides them with a glimpse of what it is like to work with you, while also showing them how much value you have to offer. I strongly advise clients in my online coaching program to make the most out of an email campaign as well.
The Painful Truth
An email campaign that triggers upon opting into the freebie is a great way to increase the number of times you have to convert your potential client. For those of you who are unaware, the average amount of time in which you have to convert someone on your website is about 4 seconds. Once they have begun to engage with you a new clock starts up and you have less than 30 seconds to convert them again. This cycle continues with other interactions you may have with this individual. What does this all boil down to? You want to create as many opportunities as you can to interact with your clients. Make sure you are constantly providing your audience with content that they can actively use to make their lives easier. You want to give them a reason to want to open your emails and therefore keep them in constant interaction with you.
Tying It All Together
Any content you put out there you want to make sure you are constantly linking back to you in as many ways as possible. That means if you write a blog post on one of your clients pain points you want to: provide them with a solution (ideally you or something that can lead back to working with you), include a link to your freebie (again hitting one of those pain points), and also links to working with you (your email or booking a one-on-one appointment). Personally, I like to create a complete series of blog posts that all tie in together while hitting my client’s main pain points. This helps create a full-blown experience for your audience while also hitting all your pain points. You can think of it as a way to expand your reach while simultaneously creating a way for your audience to interact with you along the journey.
It All Comes Back To You
Just like with the email and freebie campaigns this provides you with multiple opportunities to convert your clients. At the end of the day, it all comes down to how many ways and times you can connect with your audience. It is just like being omnipresent in your audience’s eyes. Not to mention the more content you put out there the higher you go up in the search engine and in a world where we have access to everyone and thing in a moment it pays to be on top! You don’t have to kill yourself to create killer content either. It is important, however, to know where you are going. A great trick to do just that is to map things out. For example, if I want to focus on 12 key issues my clients have that I know I have the perfect solution for that gives me 12 months of key points to focus on.
Let Me Break It Down
Each month you would want to write a blog or two (I tell my clients to have at least 1-2 blogs a week and 3-4 for maximum results) which you can always write in advance. Ideally, you will want 12 freebies that each hit on one of your client’s pain points (you can have fewer freebies if they hit more than one of your pain points). All of your freebies should have an email series that leads into an upsell at the end (your steak dinner offer). I like to link all my freebies together to help extend my interaction with my audience which is why I provide a link for an additional freebie in the second letter of each email campaign. Lastly, I use my social media to promote my blogs and freebies while remembering each month’s pain point theme.
Work Less & Earn More
One of the best things about using this approach is that I don’t have to sell myself or my services. People who are ready to do the work and see the results know exactly where to find me and how beneficial it is to work with me. This cuts down so much of my time that in the past I would have spent undercutting myself and services to convert a client who really wasn’t ready or willing to do the work. It’s funny how the moment you stop trying to force things into motion is the moment everything starts to move in the direction you want it to. If you are tired of constantly hunting down your perfect client only to scare them off by not knowing when to stop selling let me show you just how easy it can be!
Are You Ready To Be An Influencer?
There are tons of ways to increase your exposure online and on the air. Don’t believe me? Be sure to subscribe to my next article that will break down even more ways to extend your reach. If you are a health and wellness expert looking for help to become the next major influencer in your field, I would love to hear from you. I offer an online course that can help you do just that. For more information, book a one-on-one consultation call with me. If you are the best at what you do and no one knows you exist, how many people can you help?