The dreaded day has arrived – the one where you routinely sit down and review your marketing statistics. You look at your low email open rate or your lack of scheduled consults, and you groan.
“Why aren’t people connecting with me?” you think. “What am I missing that is keeping my ideal client from wanting to work with me?”
What potential clients really want
You want to know why your people decide to join your newsletter or sign up to receive your service. What makes them tick? How can you connect with them in a way that will inspire them to want what you offer?
You’re realistic. You know that people don’t just read a single blog post and think, “I’m going to purchase TODAY!” Probably rarely have YOU ever made a big purchase decision without at least a little research first, so you get it.
But what is the key that you’re missing when you sit down to review the stats or the social interactions, and despite your current efforts, in the comments you only see white space?
People want to get value from you
In 2011, Google conducted a consumer behavior study where they found that buyers require 7 HOURS of interaction across 11 touch points in 4 locations before they buy.
They termed that moment of purchase The Zero Moment of Truth. All the moments of online research and interaction that add up to the customer actually handing over their hard-earned cash.
Examples of touch points your people might peruse before buying:
- a blog post
- a weekly newsletter
- a podcast episode
- a webinar
Examples of locations those touch points might be found:
- a website
- an email inbox
- a social media page
Every time someone scans your social media or clicks through to consume your blog, that’s adding to the likelihood that they will end up becoming a client, if they’re a good fit.
And that’s a good thing because…
Now, the cool thing about this is you have complete control over these touch points and locations. That’s why consistency in your business is crucial.
Consistently writing emails to your list.
Consistently publishing blog posts or recording podcast episodes for your audience.
Consistently posting on your social media page.
Consistently interacting in Facebook groups, reddit threads, or in-person networking groups.
Basically, consistently showing up and giving value where your people spend time!
You have power over the Zero Moment of Truth
When you consistently do those things, you show up, then you are offering those touch points, those hours of interaction, and you’re going to eventually see the result of that consistency.
Now you’re probably thinking, “I’m already putting myself out there a lot. And I’m still not seeing the results I want.”
There are two things to consider here:
- It could be that you just need to give it more time. When we’re marketing, we’re planting seeds that sometimes don’t bear fruit for awhile. Especially when you’re getting started, it can take time to create connections and build your network before you see paying clients.
- It could be that your niche isn’t one that will pay for your services. I saw this happen with a coach in my network recently — she had worked hard for several years in her existing niche without seeing any paying clients actually in that niche (she signed other clients, but not in her niche).
Eventually, she realized that her niche actually isn’t able to pay her. So she is pivoting to another niche. But she did give it time (I see folks throw around the timespan of 1 year) to try it out before changing her niche.
How to use your website as part of this strategy
As a developer, I have to throw in that this touch point creation consistency, my friends, is why your website is so important.
Your website is adding to the opportunity for your ideal client to find you, build that connection with you over a several hour (or sometimes much longer) time investment on their part, and then purchase whatever it is you’re offering.
Here are some examples of touch points you can create with your website:
- Showcase testimonials from clients: There’s nothing like the voice of a satisfied client to build credibility. Dedicate a section on your website for testimonials, complete with photos and full name if possible. When potential clients see others thriving through your coaching, they’ll be more convinced it’ll work for them, too.
- Build trust through your blog or podcast: You’ve got wisdom to share, so why not package it into engaging blog posts or podcast episodes? This content provides value and builds a connection with your readers or listeners. Think of topics that resonate with your audience’s struggles and wins. Offer practical advice that they can apply in their daily lives.
- Offer a freebie opt-in for list building: If you aren’t offering a freebie on your website, you’re wasting a valuable opportunity! Whether it’s a downloadable PDF guide, a free video training, or an exclusive webinar, offering something valuable that offers them a quick win in exchange for an email address is a great strategy for building a relationship.
Your website isn’t just a space for information; it’s an ecosystem of opportunities, experiences, and connections. Social media is fantastic, but a well-crafted website with integrated email marketing is where the magic really happens because you are in control of it.
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