Flip the Script: How to Get Your Ideal Clients to Come to YOU
Inbound marketing is the most effective marketing strategy when it comes to getting ideal clients to come to you. Below you’ll read the ideal way to get the four phases when it comes to inbound marketing: Attract, Convert, Close, Delight.
The whole intent and purpose of a website is to draw the right traffic. When it comes to who is viewing our website, we want the kind of person who is most likely going to become a happy client. Who is the “right” person? None other than our ideal client, or what we consider our client persona. A client persona is the optimal ideal of what a client is actually like, inside and out. Your client persona includes all of the goals, challenges, pain points, common objections to services, as well as personal and demographic information. Your persona is what your firm business is built around.
These are popular tools used to attract the right client:
Blogging – One of the essential parts of inbound marketing is blogging. It is one of the best ways to draw new visitors to your site. If you’re trying to be found by this “right” person, the content you place on your blog must be educational. If it speaks to them and satisfies their curious mind, it will generate interest in your firm.
SEO – In order for your blog/website to be visible, it must appear prominently when someone searches for keywords on a search engine. This takes careful consideration of keywords, optimization, creation of content and links built around what product and services your ideal client is seeking.
Pages – Your website is essentially the digital storefront for your firm. That is why optimizing it to appeal to the wants and needs of your ideal client is necessary. This, in turn, will allow you to become a beacon of helpful content that will entice strangers to contact you.
Social Publishing – Knowing where your ideal client is spending their time allows you to share valuable information that will put you ahead of the competition. Through social publishing you can interact with potential clients and engage with your prospects.
After the “right” person is on your website, the next step is for them to convert into leads – by submitting their contact information. When it comes to online marketing, contact information from the “right” person is one of the most valuable currencies. In order for a visitor to feel confident and willing to hand over their currency, you will need to offer something that is valuable to them.
These are popular tools used to convert visitors into leads:
Forms – While most people understand what a form is, it is still essential to optimize your form so that you build trust and make the process easy for your visitors.
Calls-To-Action – A call to action is something that encourages the visitor on your website to perform some type of action. If your call-to-action isn’t enticing, then the visitor will not convert into a lead.
Landing Pages – A landing page is a standalone page that highlights your offer. Generally, a prospect will submit their information on a landing page after reading through the benefits and having their concerns addressed.
Contacts – Once you begin collecting leads it is important to keep track of them, in an organized fashion, so that you will be able to make sense out of the different interactions that have happened.
Once the “right” person has viewed your website and submitted their information, you now need to transform that lead into a customer. There are different ways to assure that you are closing the right leads.
These tools include:
CRM – A customer relationship management system facilitates sales through keeping track of different details concerning the potential clients. The purpose of a CRM system is to make sure that you will always have the right information in front of you to better engage with potential clients along the way.
Tracking – Knowing where leads are coming from allows you to understand what is working and what isn’t working. Having your tracking integrated with your CRM system will allow for you to analyze the different aspects of your marketing.
Marketing Automation – Lead nurturing and email marketing will help you understand what stage of the process a potential client is in. This will help you send relevant information to the prospect client so they will feel more confident in choosing you.
(NOTE: Interested in seeing if your prospective customers are able to find you? Take our free SEO analysis by clicking here. It takes less than a minute and you don’t have to talk to anyone!)
After they have closed, you do not want to forget about your client. If you continue to engage with and delight your client base, they will become happy promoters of your firm and the services that they have come to love.
Popular tools used to delight:
Surveys – Feedback is a great resource to ensure that you have been providing your clients with the services they have been looking for. It also gives you insight into what’s working and what is not.
Smart Text – Understanding what interests your client has will give you the unique opportunity to follow up with them and help them achieve different goals that they have, as well as introduce them to different services you might be able to offer them.
Social Monitoring – Through seeing customers’ questions, comments, likes, and dislikes – you will be able to reach out to them with content that is able to address their different to their concerns.
The Inbound way is all about providing remarkable content to our users, whether they be visitors, leads, or existing customers. Just because someone has already written you a check doesn’t mean you can forget about them! Inbound companies continue to engage with, delight, and (hopefully) upsell their current customer base into happy promoters of the organizations and products they love.
Tools used to delight customers include:
Surveys – The best way to figure out what your users want is by asking them. Use feedback and surveys to ensure you’re providing customers with what they’re looking for.
Smart Calls-to-Action -These present different users with offers that change based on buyer persona and lifecycle stage.
Smart Text – Provide your existing customers with remarkable content tailored to their interests and challenges. Help them achieve their own goals, as well as introduce new products and features that might be of interest to them.
Social Monitoring – Keep track of the social conversations that matter to you most. Listen out for your customers’ questions, comments, likes, and dislikes – and reach out to them with relevant content.