Fox & Forth
Engaging with Clients and Leads Between Sales
So much of marketing seems to be generating leads: where will your new clients come from, and how will you make sure they know who you are? And more than that, once they know your name, how do you get them to commit to working with your business by becoming a client, and staying a client for more than just a one-time sale?
The number one way to build your brand’s reputation and repeat business from clients is by doing good work, and building solid relationships with the people you work with. Delivering on promises is a foundation of any good business, and can lead not just to clients who love your work coming back, but word-of-mouth referrals from happy clients. Having strong customer service (whether a department dedicated to this or from your own hard work) can be a huge part of client happiness in the long-run, and knowing how to treat consumers and help them with their needs is a major aspect in building strong client relationships and getting positive reviews for others to find and potentially generate new leads.
But what about those people who are not yet clients but are on the fence, scanning their options before deciding who to work with, or even just in the research portion before being ready to commit to a sale? Or how do you keep your brand on people’s minds during slower periods of business? Client engagement is key, and here are a few ways to generate genuine interest and conversation with your business: 1. Mailouts and Email Campaign with Quality Content
Promoting can’t-miss deals in the emails you send out is great, but people don’t want to be bombarded with constant advertising of sales. Try starting a conversation with your clients by having quality content that gets them thinking about their business and needs. This can be in the form of blogs, or relevant articles that they may be interested in, or good information that they can use. By sharing content that relates to a client’s needs or piques their interest, you can get them to start a conversation with you about how you can help them either now or in the future. 2. Social Media
Again, content is key! There are so many ways to approach your brand’s content: cool visuals, fun facts, relatable quotes and jokes, relevant newsworthy information, etc. Knowing what it is you want to get across with your brand is the first step, and creating content that follows this plan in an engaging and interesting way keeps your followers subscribed and sharing. And don’t be afraid to ask your followers and clients questions to get to know them better too! Getting people involved in conversation is great not just to keep your brand on their minds, but also to get a sense of what it is that your followers and clients might like to see more of on your page so that they stick around for the long-haul.
3. Post-Sale Feedback Another part of getting to know your clients is getting feedback on what they like and don’t like. Asking questions and genuinely listening to your client’s feedback after a sale is a great way to not just see areas that you could improve in, but also show them that you are open to learning and growing as a business in order to meet your client’s needs in a successful way. Of course, not every recommendation can be accommodated or will really suit your business, but being open for discussion or even to create new ideas for how your business might evolve in the future is always worthwhile: it creates a dialogue with clients that helps build a stronger relationship with them, and also give you ideas for how to engage with new leads and clients.
In every case of trying to engage clients and secure leads, it’s always a good idea to take the perspective of the consumer: what would you want to see in the social media or campaigns for your favourite brands? What companies do you already subscribe to for mailing lists or follow on social media, and what do they do that you love? People are more likely to spend time on something that is not just relevant to them, but also gives them some sort of value for their time. So whether trying to stand out from the crowd in order to get a client to take the plunge for the first time, or trying to keep client interest for the long-haul, providing quality is the key to success: this means both in terms of your actual delivery of services as a brand, as well as your promotional content being worthwhile for people to take in.
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