Experts have argued and weighed in with their opinion as to what is the most important thing to focus on in any business. Some say marketing is the lifeblood of your business. Some will say that a business can’t survive without sales and others say without innovation a company will never grow or sustain it’s market share. So who’s right? Before you answer I need to warn you…this is a trick question! If you answered they all are then you were right, however I guess you can argue there were no wrong answers but let’s focus on the point of this article! There’s one thing that many experts fail to emphasize and that is none of these departments survive if the business doesn’t have any customers or clients! You have to be incredible at sales but if you don’t have anyone in front of you to sell to then it doesn’t matter if you can sell ice to an eskimo!
First things first, the ultimate goal is to have more clients than customers. If you don’t know already, the difference is that customers are usually a one-time purchaser of your products and services and a client does business with you multiple times. In a future article I’ll discuss how you create and improve your LTV (Life-Time Value) to your clients but for now, let’s discuss what I like to call the 3 E’s to growing your paying peeps! (and I’m not talking about the little marshmallow chicken things you buy at easter and never eat)
Entice: Approach client attraction as you would approach asking someone to dance or to go out on that first date. You could also look at this as “dangling the carrot” or “baiting the hook” but doing so in a sexy manner! If your offer seems sexy upon first impression, then they will want to see what you have to offer!
Excite: Now that you’ve “taken the bait” and said yes to that first dance, what if the person you danced with stepped all over your feet and had no rhythm? What if they only talked about themselves on the first date and lacked any kind of substance? More than likely, you wouldn’t want to waste your time on a second dance let alone a second date. First impressions are important but it’s your lasting impression that will determine if they want to come back for more!
Engage: After the first date, maybe the second date or possible even the 3rd, it’s finally time for that first kiss! Now, because my father raised me to be a gentlemen, I have to end this analogy right here due to every man’s silent obligation to never kiss and tell but I’m sure you see where I’m going with this! Client engagement is where you have the opportunity to create a long term result and connection point to turn the customer into YOUR client. To promote engagement, you have to create content that provokes interaction. Create content that interests your followers and makes them want to share it with theirs and you will see your client conversions go through the roof!
Don’t over think your approach just focus on attraction based marketing and get inside the heads of your potential clients and fulfill their deepest desires and you can’t go wrong!