Not one encounter, or even two. “To ensure you are consistently giving clients this close attention, you should take them through a series of FIVE relationship-building meetings,” is the advice John Bowen, Jr. gives to his fellow financial advisors. Why five? Each of the meetings has a specific purpose; each is designed to move the new client further down the “sales funnel”. There are:
- a discovery meeting (to comprehend a prospective client’s full situation)
- an investment plan meeting (establishes you as a knowledgeable and thorough professional)
- a mutual commitment meeting (to answer questions and address any issues client has)
- a 45-day follow-up meeting
- regular progress meetings
To maximize conversions and sales from your blog, a proper sales funnel can help, big time, suggests the smepals.com blog for entrepreneurs. There are steps required for a visitor to convert – beginning with finding your content via a Google search, to reading an article, to signing up for a newsletter, to purchasing a product or service. “Every aspect of marketing,” sme.com points out, “is based on a foundation of great content.”
“Discovery” – Like the financial planning prospects in Bowen’s article, the searchers who land on your blog have an interest in gaining information related to your field of expertise. Your blog gives them some of the preliminary information they’re seeking and puts you on their radar screen. Your research has resulted in content that is relevant to the prospect’s “community”.
“Investment plan meeting” – Your content is chock-full of well-organized, interestingly presented information that is useful to readers in the target community. The blog content establishes you as knowledgeable and thorough.
“Mutual commitment meeting” – visitors are “invited” to learn more by clicking through to a landing page, downloading a list or white paper. The blog content reiterates your commitment to providing quality products or services. Searchers are encouraged to submit a question or participate in a survey.
“Follow-up meeting” – To stay top-of-mind with prospects and clients, continue producing useful , shareable, content in the your blog and social media.
“Regular progress meetings” – Periodically comb through your own blog posts, selecting individual past posts that you think might be particularly useful to certain clients, and shoot them an email with a link to that post along with a brief comment relating the material in the post to that client’s situation.
Not one encounter, or even two. The beauty of content market through business blogging lies in its continuity. After all, blogging for business is all about relationship-building!