There are some key steps you shouldn't miss.
As everyone heads back into the office the 'to do' lists hastily made in 2020, will be dusted off and removed from the desk drawer. On that post-it note will be some items that possibly became more of an obvious need by the end of a challenging 2020. Some will also be based on opportunities you really want to harness for this year.
Whatever is on that list, I have some suggestions for you to add or bump up to the top. These are some additions to help you keep up with your competitors and get better at attracting new clients in 2021.
Give your website an overhaul
If you haven't touched your website since 2012, then the time has come. If your website isn't mobile responsive, then best you bump this way up the list. I often get the pushback that 'I don't need a website' for what I do. That's fine until you do need a website. And they're not created overnight, unfortunately, despite popular opinion that they just get 'whipped up and thrown on the interwebs'.
Your website is like your digital office front. Impressions will be made, the same way your waiting room and coffee menu create an impression with clients. If what you do isn't clear, who is behind the business or it's just too clunky to navigate, you might be in trouble. Not just from prospects being deterred, but referral partners as well.
Just remember that what your website looks like, how it sounds and how easy it is to secure a meeting, are all reflections on your brand. It might make the difference between a new prospect, or a bounce off the page.
We all have attention spans of goldfish these days too. Remember that.
Behind the gate content
In many industries, business owners are finding ways to provide content to their clients or customers that isn't available to the general public. It might not involve a cost, other than handing over their email address. However, it's a way to have a conversation with a captivated audience - your audience. Some examples might:
- A private membership group
- A course delivery program
- An email list
- A social media group (Facebook, LinkedIn)
This group might be a way to add value to your existing paid solution, or it might be a group that you're using to attract leads. A waiting room if you like. All the while though, you're adding value to their lives and creating an impression about the services or products you provide.
Use social media regularly
Should be on the list for sure. But what, how will you do it, how long will it take...who will do it? These are some things you really need to nut out early on. Don't have a false start and be all gung ho about how much content you can create and get out (you might want to read this), then die in the ass after a week.
Be realistic about resourcing, understand who your target market is and have goals for what the content should do. If you don't have the resources, talk to someone (hint: us). If you're a financial adviser you might like what we've create here too.
Don't just think of this as mindless marketing. Your bland newsletter email once a month or quarter. This is a really active marketing tool that you can use to:
- Grow a list of leads that you can offer a service or product to when it suits you
- Follow up after delivery of a service or product and ask for feedback, ie. social proof
- Ask for general feedback about your business, to make them feel appreciated (and get real feedback)
- Automate pre-meeting packs to new clients, which can explain what is going to happen
The list is endless. Get creative and see how you can improve the data and service levels in your business via email.
This is where you ask clients for their view on an experience with you. It might be a Google review, Facebook review or a testimonial for your website. This is also the opportunity to find out if they didn't have a good time with your business - there's a knack to this one, so reach out if you want the details. This information is how potential customers or clients will decide whether to work or buy from you. It's important. Don't miss this step.
Pick something from this list and implement it. We can help with all of it, so reach out if you want a chat.